(Continued)

To end the week on Friday, online advertisers and marketers salivate over online news demographics and sheer volume -- nearly 70 percent of Americans who go online get news online. That’s 80 to 105 million people, according to The State of News Media 2004, an annual report on American journalism.

It’s not luck that attracts readers to an online news site. It’s strategic and integrated marketing by media owners that uses the sites' offline counterparts -- television, cable or newspaper - to drive traffic online. News site publishers have become marketers selling themselves by what they do best and whom they bring to the table -- the all-important demographics.

For advertisers, there’s a wealth of opportunity on the news sites. They can choose from traditional display units (banners, skyscrapers, buttons and classified listings) and brick-and-click combination packages. Or they can use innovative units and ad models like those offered through the NYTimes.com -- "surround" sessions, half-page ads, behavioral targeting and sponsored archives.

MSNBC has positioned itself as a leader in original journalism and breaking news, leveraging journalistic strengths of NBC News and the technology of Microsoft to cover a wide-range of topics meaningful to at-work audiences, says Cherylynne Crowther, vice president of marketing and communications. Its readership is high-income, highly-educated and professional/managerial.

The site offers sponsorships of sections and sub-sections with brand advertisers. JC Penney’s sponsored the recent launch of the expanded 'Today show site. Sponsorships can include a standing link on the selection and an interstitial ad.

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