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Business.com adds The Wall St. Journal Online to its b-to-b partner roster

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B-to-b search engine Business.com on Tuesday announced that it will be the exclusive provider of pay-per-click ads on search pages for The Wall Street Journal Online, the largest paid subscription news site online with a circulation of 811,000. WSJ Online is the latest in a long list of business content partnership deals cut by Business.com.

“It's a great addition to our network,” said Jake Winebaum, CEO of Business.com.

“We can now say we have the majority of business Web sites in our network.” Those sites include Forbes, BusinessWeek, Financial Times, Entrepreneur, as well as online business sites like Hoover's, Internet.com, AllBusiness.com and CNET. “The Wall Street Journal as a partner further validates the quality and breadth of this b-to-b network.” He added: “Our goal is to help advertisers reach the best audience in the most efficient way possible, and this is a further step in that direction for us.”

Bret Bonnet, president of Quality Logo Products, a promotional products marketer, said the added partner lead to more prospects and ultimately more business.

“It means we get in front of more potential prospects, and more exposure equates to more business for us. It's more money in our bottom line,” Bonnet said. Bonnet invests more budget dollars with Business.com than with major search engines like Google, Yahoo and MSN. “[Our] ad spend is two-to-one on Business.com versus the others,” he said, adding, “the conversion rate is four or five times that of Google or Yahoo.”

Josh Yeager, account supervisor for online marketing agency Sitewire Marketplace Solutions, said the addition of the Journal’s audience was a positive.

“Obviously The Wall St. Journal is perceived as a leader, and the leader in the business community, so to add that audience to [Business.com’s] distribution network is really impactful," said Yeager, who helps b-to-b clients including Sage Software and Lifeloc technologies take advantage of search marketing on Business.com.

Yeager said a significant portion of his clients' budgets are with the major search engines—Google and Yahoo in particular—but “we've been bringing our b-to-b clients into the Business.com fold to 'verticalize' their search presence. It cuts through the clutter, because you're getting your ads in front of the types of eyeballs you want as customers.”

The arrangement works well for The Wall St. Journal Online as well.

“The partnership is a good fit for WSJ Online in that it enables the WSJ.com destination site to further test pay-per-click ads and monetize the search results pages and subsequent pages with a leader in b-to-b search and directory-paid search business models," said Gordon McLeod, president of Dow Jones Online. “Business.com's network of top-tier advertisers combined with their installed user-base may allow for additional partnership opportunities in the future.”

Bonnet and Yeager said it is still too early to measure the impact of Wall St. Journal Online as an added partner, since it hasn't been “live” long enough. “There's traffic coming, but it's too early to say,” Bonnet said.

While he also doesn't have a sense of the impact of the Journal as a partner yet, Yeager said he is sold on Business.com overall given its performance. "Within the first two weeks of launching Business.com for a b-to-b client, we're seeing more traffic from them than Google and Yahoo combined."

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