October 26, 2004 | Comments
WSJ holds 'open house;' the New York Times Company outsources behavioral targeting; Yahoo! gains search distribution; and the new 'Star Wars' trailer debuts on AOL.
WSJ Online Holds "Open House" to Lure Subcribers
The Wall Street Journal Online, usually for subscribers only, will open its doors for the November 8 - 12 workweek. The company has several advertisers to sponsor the free days of access, largely aimed at attracting new subscribers.
"We are excited to showcase our many great features. Our research has shown that when people have more exposure to the site, they become more interested and want to subscribe," said Todd Larsen, president of consumer electronic publishing at Dow Jones & Company.
Dow Jones says over 90 percent of the people who signed up for trial Online Journal subscriptions have become paying members. The company charges $79 for an annual subscription. Subscribers to the print journal pay $39 a year. The last time the Journal offered a free week's access was in 1997.
The New York Times Company, which pioneered the behavioral targeting space with in-house technology, opted to outsource to Tacoda Systems.
NYTimes.com, Boston.com and the Regional Media Group Web sites will use the Tacoda Audience Management System. The Regional Media Group includes the online presences of eight local newspapers, including the Gainesville Sun and the Sarasota Herald-Tribune.
"TACODA has demonstrated an ability to deliver audience segments that perform well for advertisers," said Jason Krebs, vice president, sales and marketing of NYTimes.com. "NYTimes.com is excited to offer our advertisers the most effective ways of reaching our readers."
Yahoo has struck a deal with software maker Adobe Systems that calls for the two to develop services to expand the reach of each others' products, notably Yahoo Search.
Adobe will debut a co-branded Yahoo Toolbar this week that adds Adobe functionality to what's already offered in the toolbar. The software will provide easy access to Create Adobe PDF Online, a Web-based PDF service. The companies expect to later add additional functionality to the toolbar.
Most important, Adobe agreed to build Yahoo Search into the popular Adobe Reader software. The company has an installed base of 500 million copies for the Adobe Reader.
"We are excited to enter this strategic relationship with Adobe as it underscores Yahoo's commitment to providing users with products and services that enrich their online experience," said Dan Rosensweig, COO of Yahoo "Additionally, our multi-faceted relationship will dramatically increase our exposure and reach to consumers."
America Online's Movie section and Moviefone.com will offer an online premiere of the trailer for the new Star Wars film one day before it's released in theaters.
The trailer for "Star Wars: Episode III Revenge of the Sith" will be available November 4 exclusively on AOL and the official Star Wars fan club site. The film opens in theaters in May, 2005.
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