ZDNet News, the technology news website set up five years ago, has expanded its editorial team to 25.
The latest to join is director of news Matt Loney, formerly news editor of offline magazine IT Week.
Editorial director Tony Westbrook said Loney's appointment was part of a concerted strategy to attract senior technology journalists.
The site was originally an offline version of several Ziff Davis titles - PC Direct, IT Week and PC Magazine - which were sold to VNU last year.
'Being the online representative of several magazines, it was sometimes difficult to concentrate on who the audience was,' Westbrook admitted.
But attracting customers, from multinationals to small firms, meant directing people towards relevant information and this still remains a challenge, he said.
ZDNet itself was split off before the VNU sale and has now merged with US-based technology site CNET Networks. It registered 1.2 million unique users a month in its last ABC Electronic. Although mainly a B2B site offering news, analysis and reviews, there is a consumer element via its downloads library and comparison of specs. 'It is aimed at people who want to use, learn about or buy technology,' he added.
Better marketing of what ZDNet offers, such as via targeted e-mails, would be forthcoming.
'There are a lot of ways of slicing and dicing the same core information. We are learning all the time, we have to get better at it,' added Westbrook.