Hearst New Media and Technology is pursuing an online marketing effort for its HomeArts
site that's added up to a high volume of click-through from Internet search sites like Infoseek, Lycos, etc., according to Brian Sroub, VP-marketing. Rather than buy keywords relating to the HomeArts concept, they've bought clusters of words relating to time-specific editorial so that headlines of HomeArts content and stories can be delivered on banners. "We had a 2.5 percent click rate on our general HomeArts banners," he said, "but when we mentioned a Dr. Joyce Brothers feature, we were getting a nine percent rate." A "Kitchen Fantasies" banner did even better, he said, drawing at a 17% click rate for the four weeks it was up.
Copyright March 1996 Crain Communications Inc.