Variety The Biz: Social Network For Media Pros
Reflecting the growing influence of Web2.0 on b-to-b markets, Variety last week launched The Biz, a social network that lets entertainment and media professionals network, pitch products, exchange ideas and search for jobs.
The Biz also provides a venue for employers to recruit talent and target candidates by specific interests and skills. Users will soon be able to upload video to the site. “The entertainment industry is rooted in social networking, and The Biz is our attempt to make the process easier,” said Brian Gott, associate publisher of Variety.
Variety is published by Reed Business Information, which last week was put on the block by its parent company, Reed Elsevier. Variety.com attracts 3 million unique monthly visitors, according to comScore. Gott said the Web site’s traffic more than doubled in January from a year earlier, generating about 11 million page views.
Many other b-to-b publishers, particularly in the technology markets, have introduced social networks with an eye to producing user-generated content.
However, tracking user behavior in social networks is difficult, according to a recent survey of digital marketing managers. The Financial Times this week introduced an exclusive membership forum for media and technology executives to be able to make and maintain contact with peers in the digital, new media, mobile and telecom sectors.
Source: BtoB Media Business
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