Media Strategies - Leading the online pack

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Online business-media types hold up Dow Jones & Co.'s as the gold standard, a model for how interactive media can attract high-quality, loyal readers with personalized content and services-and then lure blue-chip advertisers to reach that audience.

"The Journal [online] leverages its brand and gives you detailed information that is very difficult to find yourself," said Allen Weiner, NetRatings' VP and principal analyst. "They built a premium service that has global reach."

It doesn't hurt to have a deep-pocketed parent like Dow Jones backing the enterprise. relaunched recently with improved navigation, a fresh interface and the ability for readers to customize a home page via even while browsing the site. One goal of the redesign was to increase the time high-profile readers spend online.

"We want them to spend more time with us so they are exposed to more advertising," said Neil Budde, publisher, For advertisers, now offers larger-format ads and an improved ability to target readers based on personalization. A news-by-industry feature lets advertisers target readers by their interests. Advertisers can also insert TV ads via streaming video into their online media buys. has 625,000 paid subscribers and 4 million unique users each month, said Mike Henry, director of sales. A third of its paid subscribers also subscribe to the print Journal, whose circulation was 1.78 million for the six months ended Sept. 30.

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