> Press > Kagan Associates || |
| || |
| Press Releases | Founders | Media Kit
Paul Kagan Associates' Marketing New Media newsletter
OF A PORTAL: WEAVING A WIDER WEB
Whether a medium known for micro-targeting will support a broad-ranging
site for baby boomers is the provocative question posed by Myprimetime.com,
now entering its third week of life on the web following a 9/30
The aspiring portal aims to do for web-literate 35-54 year olds
what MTV did for teens and Lifetime did for women: Identify
an advertiser-coveted demographic and build the content and
branding to suit it to a tee.
It's only appropriate that the founders hail from a cable background:
CNNfn alums Helen Whelan, Craig Forman and Donald Van de Mark
head the 47-person staff that cranks out money management advice,
health tips and playful nostalgia in a bid to lure one of the
largest demographic slices of web users.
No. of 35-54 yr. olds who...
Amount segment %
Have online connections 47.2 100%
Shopped online, last 6 mos. 36.7 78%
Have been online 3+ yrs. 15.7 33%
Bought online, last 30 days 13.8 29%
Data in millions
Source: Paul Kagan Associates, Inc. analysis of @Plan data,
Broad-swath sites aren't new. There are already a handful of
portals devoted to women, for instance. But getting their grip
on a hulking demographic category in which there are wide ranges
of political aptitudes, cultural tastes and personal life agendas
is the biggest challenge the trio faces.
Still, there's obvious attraction to the pure numerology of
the category, which by some estimates spans nearly 50 mil. U.S.
web users and appears to involve a high degree of e-commerce
"Nobody's really targeting them," said president Helen Whelen.
"And the opportunity is so huge you could rive a truck through
In addition to pure size, there's the usual litany of boomer-stats
to back the ad sales pitch. Adult online users 35-54, according
to surveys by @Plan, exceed the U.S. online user population
in a variety of purchasing/spending behaviors>>>.
Purchases/behavior online user avg.
Home repair/renovation 30%
Digital cameras 84%
Appliance shopping 58%
Gourmet food/beverages 46%
Home electronics (last 6 mos.) 70%
Books online 56%
Travel purchase online 50%
Hotel/motel online 69%
Rental car online 70%
Source: @Plan, Sept. 99. Figures reflect behavior of Boomers
who have been online 3+ years vs. the general online population.
Aiming for a slice of what we estimate will be $4.3 bil. in
Internet advertising next year, Myprimetime is optimistic over
early user patterns that notched 11+ minutes of dwell time/visitor,
a big leap over most news sites that keep visitors for 1 min.
But it's likely that much of the early metrics reflect the novelty
of the site. Over time, we expect Myprimetime to face the same
attention-span challenges that other broadly targeted sites
Revenue sources include content sponsorships, traditional banner
ad displays (Doubleclick helps sell the inventory), online commerce
and content syndication sales. With most of its staff devoted
to editorial content, the site aims to cultivate a web reputation
as a highly visible original publisher.
| || |
| Copyright © 1999-2001 MyPrimeTime, All Rights Reserved. |
| MyPrimeTime and the other MyPrimeTime products on this site are trademarks of MyPrimeTime, Inc. The names of actual companies and their products mentioned on this site may be the trademarks of their respective owners. |