Online Media: Making Marketing More Measureable

Guest Columnist, Grant Prior, from Construction Enquirer outlines the advantages of online coverage…

These are interesting times in the trade media world as the shift online shows no sign of slowing down.

Construction Enquirer has grown rapidly and we currently have 49,000 daily subscribers to our morning news bulletin and attract 1.5million page views a month on our website.

Those figures are in stark contrast to traditional print titles like Construction News and Building where weekly circulations have sunk well below the 10,000 water line.

The whole of construction reads its news online.

And that means reading the Enquirer where experienced journalists deliver breaking stories via a free model which doesn’t require a subscription.

Marketing to construction is still basically about getting your goods and services in front of potential clients.

And online advertising has the advantage of reaching a much larger audience while delivering results which are measurable.

Long gone are the days of hoping someone noticed a print ad.

Now you can identify exactly how many pages your ad appeared on and how many potential customers clicked on it.

It’s also much easier to use our vast audience to promote yourselves to the industry rather than create your own via fruitless rounds of content marketing or “thought leadership”.

Publishing is a simple game if you get it right – just deliver stories people want to read.

And marketing can be just as easy - just ask the industry’s best read news service how it can help.