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Search marketing in the new media era.

April 19, 2007
 
Newspapers Tying Paid Search to Current News Stories
Glenn sent me a News & Observer story about major newspapers bidding on terms related to the Virginia Tech tragedy.


Now, I’ve taken some flack from some of our media folks because of my recent comments about print being dead. This is actually an excellent example of how the New York Times is able to improve readership of their product (notice I didn’t say, “newspaper”). They recognize the fact that people are searching for this information and their print product is being left out of the equation.

So what do they do? Currently, NYT is #13 for “Virginia Tech shooting” on Google. They obviously provide relevant content and want to be considered a competitor for some of the other media (i.e. CNN, Yahoo News, Fox News, etc.). And they are willing to pay for it.

IMO, this is a very smart SEM branding tactic.


Jeremy | permalink | +marktd |



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