PORTLAND — WebTrends Inc., the global web analytics leader, today announced that NOW Magazine (www.nowtoronto.com), Toronto’s alternative weekly, has selected WebTrends(R) 7 On Demand to fuel the magazine’s content expansion and to provide advertisers more detailed data on visitors’ preferences and interests by geography, driving increased advertising demand.
“After an extensive analysis of hosted web analytics solutions, WebTrends On Demand clearly provided the most business value,” said Zunaid Khan, interactive sales & marketing manager, NOW Magazine. “The rich feature set and clear pricing structure of WebTrends 7 combined with the availability of local consulting and services professionals and the redundancy of its hosted, on-demand data centers, ensures Now Magazine the most complete, accurate and actionable analytics to optimize our business results.”
NOW Magazine includes both print and online content, and over its 25-year history has grown to include readers from every continent. To ensure its current content and services expansion focuses on readers’ interests, NOW Magazine is leveraging WebTrends 7’s detailed content drilldown analysis, advanced segmentation and geo-targeting capabilities, as well as the metrics overlay solution WebTrends SmartView(TM), to zero in on readers’ interests down to the postal code level.
To optimize site effectiveness and advertiser’s initiatives, NOW Magazine leverages path analysis and WebTrends SmartView to assign different CPM rates to different page real estate and to popular paths through its site. In addition, by combining data from its 24/7 Real Media’s advertising network server with WebTrends metrics on readers’ responses to editorial and ads by geographies and interests, advertisers can implement geo-targeted advertising campaigns — leading to increased advertising sales for NOW Magazine.
WebTrends is also used to evaluate the effectiveness of NOW’s content and marketing promotions, including email newsletters, off-site banner ads, on-site promotions, and affiliate partnership programs. In a recent editorial meeting, editors were surprised to learn that 40 percent of online magazine readers are residents outside of the Ontario province, a figure which has grown significantly over the years.
This was critical information helping to determine that writing should be free of Toronto-centric references and providing even more insight into how the magazine may expand in the future.
Currently, NOW is leveraging insight from WebTrends On Demand to create vertical communities of high quality content, such as NOW4 Music, NOW4 Food, NOW4 Work, that tap into its wealth of archived content and offer embedded user interaction tools including video channels, bulletin boards, text messaging services and content customized for browsing by wireless device.
“We are pleased to work with NOW Magazine as part of our growing list of media customers who have selected WebTrends 7 On Demand, such as Internet Broadcasting, NBC Olympics, Premium TV and The Princeton Review,” said Greg Drew, CEO and president of WebTrends, Inc. “Media sites use WebTrends due to our unparalleled accuracy in tracking visitors and advanced segmentation abilities that allow publishers to dive deep into readers’ interests, and to develop better content and more targeted marketing campaigns that drive greater advertising revenues.”
About WebTrends
Thousands of web-smart organizations worldwide, including more than half of the Fortune and Global 500, rely on WebTrends to improve their web site conversions and optimize their marketing performance for maximum return on investment.
As the worldwide market leader for web analytics, WebTrends has become the trusted standard not only for award-winning technology, but also for a full range of consulting services and unmatched industry expertise. By delivering accurate and actionable metrics through both on-demand and software options, WebTrends ensures that its customers are positioned for both immediate and long-term success with a solution that can adapt to ever-changing business and technical requirements. For more information, visit www.WebTrends.com.
WebTrends, WebTrends On Demand and WebTrends SmartView are trademarks or registered trademarks of WebTrends Inc. in the United States and other countries. All other trademarks mentioned are the property of their respective owners.
