The New York Times looks to B2B for better CPMs

Cyndy Aleo-Carreira — Thu, 14 Aug 2008 21:04:32 -0400

PaidContent noted that the New York Times has rolled out several subsections for its online site, most likely to compete with the new direction of the Wall Street Journal, which is adding more general news content. As the newspaper industry struggles, finding their niche online, especially when it comes to monetizing content in a culture of free, finding the right ad model is imperative.

Business-to-business -- or B2B -- advertising is an ad market with higher CPM rates based on a targeted, higher-spending audience. As U.S. lawmakers start evaluating just how precise ad targeting should be, content that attracts these higher-CPM advertisers might be the only hope newspapers have in the current economy. The article also referenced the deal the New York Times made with LinkedIn to serve targeted content, which may be another viable model for newspapers moving online.

The Financial Times reported last month that the New York Times has had at least two successive months of falling ad revenue, dropping 11.9 percent in May and 16.4 percent in June, and was raising newstand prices this month.

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The New York Times looks to B2B for better CPMs