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B2B social network LinkedIn forms strategic partnership with New York Times

Staff (Social Media Portal) - 22 July 2008

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Online broadsheet NYTimes.com and professional networking site LinkedIn announced today that they had reached an agreement that will allow LinkedIn members to opt for automatic personalisation of the news presented to them on the Business and Technology sections of NYTimes.com.

When the option is selected, the LinkedIn user visiting the afore-mentioned pages on NYTimes.com will see a targeted headline feature displaying the five latest Times articles relevant to his or her non-personally identifiable attributes on LinkedIn.  Also, the share tool available on all NYTimes.com article pages will eventually enable Times readers to connect and interact with LinkedIn members in their networks.  The option can be cancelled at any time.

Whilst bringing more relevant information and further networking opportunities to users of both sites, the new offering also provides advertisers with more precise targeting capabilities than were previously available to them at either venue.  Enhanced monetisation of site traffic is the flip side of improved customer service.

Senior vice president and chief advertising officer of The New York Times Media Group Denise Warren makes no bones about this second aspect of the agreement, voicing the view that, “Both NYTimes.com and LinkedIn are leaders in targeting.  This relationship expands NYTimes.com's targeting capability and creates a powerful incentive for advertisers to leverage LinkedIn's and NYTimes.com's combined reach of the business community.  Advertisers are constantly looking for context, content and quality brands and this approach delivers just that”.

The agreement reiterates both companies’ commitment to protecting their members’ registration data, with the user data communicated by LinkedIn to NYTimes.com restricted to non-personally identifiable information such as industry, job function, seniority, company size, gender and geography.




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