Posts tagged ‘Dealbreaker’

How Many Insiders Are There In Business?

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Digiday published “Who’s winning at business news on the web” which details traffic, demographics, and ad rates of the five biggest business sites (in ascending order): The Wall Street Journal, Bloomberg Business, Forbes, Business Insider, and Yahoo Finance. Business Insider made the largest jump, growing 80% traffic in one year to 40.8 million unique visitors per month. I’m in awe. And a little concerned. If BI were to grow another 80% this year, they would reach 73.44 million unique visitors per month.  Are there that many “insiders” in business?

Let’s look at the demographics and make one very broad – and non controversial – assumption: B2B marketers want senior-level buyers with a minimum $100K household income. None of the Top 5 business sites has a majority of readers over that threshold. BI’s audience had the lowest percentage at 37.4%. This means that 62.6%, or 25.5 million BI readers, fall outside of the sought-after B2B audience demographic.

$100K+ HHI Percent Site

Breaking Media runs independent brands exclusively focused in seven industry verticals. Our growth targets are tied to market penetration, not total uniques. The result is a smaller audience, but one that closely aligns with the community it serves.  Dealbreaker, Breaking Media’s financial site, is for investment bankers and hedge fund managers. Therefore the 73% of the audience is over $100K. In fact, 38% of the audience have a HHI over $250K.

We believe this niche media strategy best serves our advertisers.

Hsiaolei (pronounced “Chalet”) develops business and can be reached here.

  • 08 Aug 2011 at 10:02 AM

Dealbreaker Story of the Week – Dartmouth Undergrad Has A Bone To Pick With Ray Dalio, ‘Faceless Hedge Funds,’ The Dartmouth Board, And Peers Who Flock To Wall Street To ‘Perpetuate Class-Based Systems Of Power And Dominance’

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At a party in New Hampshire last week, one Dartmouth undergrad relayed a story to another about Bridgewater Associates. Apparently the former had chosen to abstain from the annual recruiting session that takes place over the summer for rising juniors and as a firm committed to probing the depths of any situation until they find the truth, Bridgewater wanted to know more. The hedge fund offered to pay the coed “$100 to write a statement explaining why she didn’t participate,” she told her friend, a proposition that sickened him.

The sheer arrogance and senselessness of this anecdote made me sick to my stomach, partly because, as planned, the exercise made her second guess her choice. But I had to admit there was a certain conceited logic to it — if this company can pay her $100 just to explain why she did not want to work for them, it’s easy to imagine how much cash she could rake in if she decided to pursue the job.

The exercise also got him thinking.

After I was done vomiting in my mouth, thinking of all the people who desperately need that hundred dollars, I began to think about the depth to which the recruiting culture has permeated our College. It has siphoned off some of our great minds into a dead-end field that sanitizes the intellect, offers almost nothing to human society, and conditions people to act in ways that are decidedly inhuman.

Read more on Dealbreaker.