By: Carl Sullivan Following The Wall Street Journal Online's announcement earlier this week of new advertising targeting capabilities, Belo Interactive of Dallas announced a similar initiative.
Belo said its advertisers can now reach Web audiences by demographic profile, customer location, or online behavior. The chain combines its user registration data with audience tracking to achieve this targeting.
"Our ability to target an advertiser's message directly to a specified consumer audience dramatically increases the effectiveness of every advertising dollar," said Eric Christensen, vice president and general manager of Belo Interactive. "Delivering the right message to the right audience at the right time can significantly impact the success of an advertising campaign."
Like WSJ.com, Belo said it can target specific audience groups as they move around a Web site. "For example, if a consumer has demonstrated an interest in buying a car, finding a job, or moving into a new home by visiting that content section on one or more of Belo Interactive's sites, a targeted advertising message can be delivered in real time -- no matter what section of the Web site they are visiting," according to a statement from Belo.
In an interview with E&P Online, Christensen said Belo continues to get a lot of inquiries about Web site registration from other newspaper chains. "We're certainly open to talking to people and helping them out as they create their own registration systems," he said.
Christensen said Belo is not actively marketing its own in-house registration tool to other media companies at this time. The McClatchy Co.'s Nando Media is selling a Web registration system called InSite, and Tacoda Systems announced the availability of its new online registration system June 16.
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