New Media's Marketing Departments Cozy Up to Advertisers
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To gin up audiences, an untraditional news publisher is leaning on a very traditional strategy: advertising. Ozy.com — a slick-looking website that’s flush with investor cash but had just 1.2 million unique visitors in April, according to ComScore — is spending more than a million bucks across May and June to buy ads on several bigger sites, including The New York Times and Slate, as well as on NPR and in The New Yorker.
“This is a bold way to get in front of people,” Aneesh Raman, Ozy’s VP-marketing, said of the campaign, which the agency Division of Labor spearheaded.
The ad campaign comes on the same week that a much more established new-media brand, BuzzFeed, hired veteran Pepsi exec Frank Cooper as the site’s first chief marketing officer. (He’ll also serve as chief creative officer.) But consumer marketing will be only a smart part of his job, according to a BuzzFeed spokeswoman. One significant part will be working with marketers and advertising executives on forming partnerships.
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