PRWeek: Will this be your biggest launch to date?
Jill Orr: TV.com is going to be huge; there are already two million site visitors a month. It is a database of TV shows, and we ask viewers to contribute. It is like the Wikipedia model in many ways. It is a way to connect users online and to tap into people’s passions for favourite US and UK brands such as Heroes and EastEnders. GameSpot is also a very popular site, which has survived the dotcom boom and bust.
PRWeek: What is your target demographic?
JO: For some of our brands, it is very male-oriented – 96 per cent of GameSpot’s readers are male; the figure is 70 per cent for ZDNet. As a media company, we have traditionally served men aged between 18 and 28, although we are trying to attract more women. The demographic is getting younger and more diverse – it is not just men who are growing the internet generation.
PRWeek: Can traditional media compete with blogs?
JO: There is always going to be print media – it is ‘bed, bog and bath’ reading. The New York Times is a good example; it is a mix of feature and discussion in print and online. Others must apply the same thinking.
PRWeek: What are you looking for from PROs?
JO: Everybody wants to break a story first in order to get on top of the Google News rankings. It is no longer just about the one-dimensional form; everybody wants to see photos. We like to receive one photo at least, if not two. If there’s video or audio or anything we can put into our podcast, then that adds to our ability to take the story further.
Publisher CNet Networks UK
T 020 7021 1000