In an effort to expand content and create more advertising space for technical companies, Wired Digital today debuts a network of sites for Web developers anchored by its popular Webmonkey site.
The Webmonkey Network will be made up of Inside Dynamic HTML, Cool Tool, PC Webopaedia and High Five. Webmonkey ad space was nearly sold out for most of 1997, and was completely sold out in the fourth quarter, said Rick Boyce, senior VP for advertising sales and commerce.
Webmonkey ad space now sells for about $70 per thousand impressions and will be about the same cost with the new network, Mr. Boyce said. Current advertisers on the Webmonkey area of HotWired are Microsoft Corp., Novell and Northern Telecom.
WEB DEVELOPERS ARE DESIRABLE
"Just like 18-to-24-year-old males are desirable in offline advertising, Web developers are the most desirable market [that] actually spend money on the Web," said Laura Berland, exec VP for interactive direct marketer ORB Digital Direct, who is familiar with the plan.
Webmonkey network advertisers can purchase charter packages in three categories ranked by ad buy: Big Monkey, at a net cost of $67,500 for 1.5 million guaranteed impressions; Web Gorilla, at $39,500 for 850,000 impressions; and Web Chimp, at $19,500 for 400,000 impressions. The packages offer a CPM between $45 and $49, which includes the agency discount.
The two advertisers signed on are Compaq Computer Corp. and Interactive Pictures Corp.
Michael Winnick, Hotwired marketing manager, said Webmonkey began 18 months ago with the idea of sharing knowledge with Web developers. The site became extremely popular, as evidenced by the 90,000 users who signed up for Webmonkey's Elbow Grease newsletter. The network is the next step in developing the site, he said.
Wired Digital conducted research that shows Web developers not only spend a lot of time on the Internet, but are influential buyers online and offline.
From 1,500 survey responses, Wired found that 60% of Web developers are involved in software-adoption decisions at their companies; nearly 70% recommend or buy hardware; and 31% have purchased computer hardware online.
"Web developers are a prime target on the Web, and there aren't a lot of places to target them," said ORB's Ms. Berland.
Copyright January 1998, Crain Communications Inc.