PC Magazine ties click-to-call to content

Ziff Davis Media Inc.'s PC Magazine recently launched a new click-to-call advertising option that works in concert with the technology magazine's product reviews.

Toshiba and Lenovo are among the first companies to participate in the program, which ties editorial content on the site at www.pcmag.com to an over-the-telephone lead generation opportunity.

Click-to-call combines the measurement and ad dollar accountability of pay-per-click online advertising with live interaction with a sales representative. After reading a product review, PC Magazine readers can click a link to call a product manufacturer's customer service representative directly.

The service will connect the shopper with the customer service representative by ringing the phone at each end.

Reston, VA-based Technology provider eStara, a wholly owned subsidiary of Art Technology Group Inc., powers the functionality. PCMag.com attracts first adopters and tech-savvy readers, who the magazine claims are more accepting of the still emerging click-to-call ad format. The channel may attract more high spend purchases as consumers will have the opportunity to speak to someone in person.

A 22-times-a-year print publication, PC Magazine, New York, has a circulation of more than 600,000. The company has explored many ways to push its well-known technology brand into the digital media including the biweekly DL.TV one of the first video download shows online.

The PCMag.com site also features RSS feeds, podcasts and Webcasts. The site reaches 5 million readers each month, the company claims.