DPG Media is busy developing a new commercial strategy for the so-called special interest brands. These are Ouders van NU, Autoweek, vtwonen, Tweakers and Hardware info. The focus is on increasing online reach and developing new revenue models in collaboration with advertisers.
DPG Special Interest Media’s strategy is summarized internally with three C’s: Content, Community and Conversion. The latter in particular refers to the development of revenue models, in collaboration with advertisers. Concepts such as contextual advertising, affiliate marketing and branded content play a role here.
Podcast with Hilde Tholen and Koen Crijns from DPG
In this podcast, Carolien Vader van Bladendokter talks with Hilde Tholen, editor-in-chief of Ouders van Nu and Koen Crijns, deputy director of Special Interest Media at DPG Media. The conversation is about the way in which titles such as Ouders van NU, vtwonen, Autoweek and Tweakers capitalize on their online reach.
Contextual Advertising and Branded Content
DPG Special Interest Media has chosen not to be dependent on income from subscriptions. The platforms attract millions of visitors and advertisers are given the opportunity to target very specific target groups, for example through branded content and contextual advertising. This means that the online advertisement is tailored to the content of the editorial pages.
Affiliate Marketingat DPG
Another strategy is affiliate marketing. Content is enriched with e-commerce links and DPG media earns money from that. These links can be found, for example, in product tests on Ouders van Nu or in price comparison lists on Tweakers. It is a service to readers to also provide users of the sites with the purchase link when describing products. At Ouders van Nu, income from affiliate marketing increased by 23% last year and it earns almost half a million euros per year.
Listen to the podcast
In the podcast, Hilde Tholen, editor-in-chief of Ouders van Nu, explains that the editors have developed a digital first strategy to increase the reach of the site to 9.5 million page views per month. She also explains how editors are involved in affiliate marketing activities and actively contribute to branded content. Koen Crijns, deputy director of Special Interest Media at DPG talks about the choices made at VT Wonen, AutoWeek and Tweakers.