Dow Jones & Co. launched new advertising-sponsored, industry-specific sections on MarketWatch five months after acquiring the financial news site for $528 million.
Of the two sub-channels, “Industries” has content on technology, automobiles, healthcare and retail. “Life & Money” has content on travel, banking, careers and small business.
The MarketWatch model resembles one followed by Dow Jones' Wall Street Journal Online service.
German automaker BMW is sponsoring the automobiles section to push its 3 series car. Verizon Wireless sponsors the travel section.
Co-branding with content is part of the strategy, too. The technology section is co-branded with CNET, which supplies the technology news and product reviews.
Within the Dow Jones family, the MarketWatch careers section is co-branded with CareerJournal.com, The Wall Street Journal's executive career site. MarketWatch's small business section is co-branded with StartupJournal.com, another site of The Wall Street Journal. The two Journal properties will supply the content for the pertinent MarketWatch sections.
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters