Happy Memorial Day!! As we pass the first unofficial day of summer, let's take a look at the top financial services publishers that you could spend your money on with an online advertising campaign. However, keep one thing in mind, that as the days heat up, the trading activity cools down so if you don't get your buy in before the 4th of July, you are better off saving the dollars until after Labor Day.
As you know these numbers are reported by Alexa and one flaw in the reporting is that you can not break out sub-domains. For example, Yahoo Finance only appears as Yahoo.com so I included a few extra sites to balance out that reporting error.
A lot of interesting points to raise from this chart with several helpful tips from someone that has bought almost $100 million worth of advertising on these sites since 2001.
- Yahoo and MSN have 10 times the amount of traffic as the third place publisher; that's why I always started with these two when it came to buying media.
- If you can't afford to buy on the finance pages of these sites, try their mail properties to reach the audience.
- CNNMoney and NOT AOL is the third place site which probably comes as a surprise to people, but not me. I haven't bought on AOL Finance since I canceled a deal in the fall 2001 and that still looks like the right strategy.
- SmartMoney while not in the top 14 still has a lot of overlap with other sites so you would be better off not paying their rates and looking for their traffic elsewhere. Audience duplication is real and measurable, so you don't need to buy on every site in the category.
- MarketWatch and WSJ.com don't have much audience duplication even though they are owned by the same parent company and link to each other (perhaps an Alexa data error?). Also, check on the other sites that WSJ readers visit, mostly news and not financial sites.
- Finally, the majority of users of these sites spend time only on the homepage and don't go very deep into other pages. Buy on the homepage first and look to optimize later.
Anyway, that's your top 10-14 publishers for this week. We'll check back in with our brokerage friends to see what they look like 2 weeks later.