MEDIA: Loney boosts ZDNet staff numbers

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.



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