CNET’s Mr. Fix-It

(sub. req.): The story argues that by launching a host of splashy new ad formats, CNET CEO Shelby Bonnie helped lead the dramatic comeback of online advertising. Says Mark Mahaney, an analyst with American Technology Research, “Much of this rebound is due to Shelby.”

Interesting positioning: Every CNET-branded site caters to the company’s composite ideal customer: a 37-year-old male tech-oriented “decision maker” with a $70,000 income and $2,300 to spend on new tech gear every year.

CNET’s May relaunch of MP3.com also helps push CNET into the consumer advertiser’s sweet spot: mostly 18- to 34-year-old males…

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