Media: WEB barons

What is it? Consumer-focused financial advice site
Circulation: 6.7 million monthly unique users
Staff: Eight

- Who are the web barons?

Martin Lewis is the financial 'daddy' of the site and he also shows off his knowledge on GMTV, in a News of the World column and on Five's It Pays To Watch. Dan Plant heads his team of journalists.

- Get the tone right

The site's motto is 'We spend our lives being screwed by companies for profit, this site is about how to screw them back.' This is a no-holds-barred approach to financial review. If something does not

live up to its claims, it will be named and shamed. The same goes for PROs, Lewis says.

- Approachability

Lewis does not do lunch, so don't bother asking. He is, however, very excited about the site's voucher scheme, where it passes on vouchers or offers to subscribers. 'If you offer us the best product/service on the market, we will push it like you never imagined,' he says.

PR friendly score 7/10.

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