"CNET and ZDNet treat IT professionals all the same," said CEO Greg Strakosch. "We're similar to VerticalNet in slicing up the markets, but [VerticalNet has] no affinity for those markets."
Since its launch, TechTarget has sought to build affinity for its carefully selected niches by first aggregating stories and information from other sites; more recently it has begun generating its own content. The portal is now producing "as much original content as InformationWeek or Computerworld per week," said Paul Gillin, VP-editorial.
Traffic:1.35 million (registered users)
Ad revenues:$7 million
Ad rates:$100-$250 CPM banners and e-mail newsletters
The portal provides advertisers numerous opportunities to reach its registered users, including simple banner ads, e-mail newsletters, keywords, and event sponsorships. "If you look at it from a CPM model, we charge some of the highest rates in the IT industry [$100-$250 CPM]," Strakosch said. "However, our advertisers don't really care about CPM; they're willing to pay more to reach our audience."
John Clavin, exec VP-marketing for StorageNetworks Inc., said that before TechTarget, it was extremely difficult to get the targeting needed from media. "Now Tech-Target is our No. 1 or 2 provider of qualified leads," he said.
Since December 1999, TechTarget has grown from three sites to 25; from 75 advertisers to 500; from 40,000 registered users to 1.35 million; and from six editors to 72. The site also claims 100 e-newsletters, sending out a whopping 15 million e-mails per month.