Informa: Industry Dive Acquisition

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So how significant was the overall content marketing as part of the group?

As part of the revenue, Industry Dive had a substantial amount of advertising already being sold, which you could essentially call content distribution. This synergy they found involves creating content and having the audiences to promote it to. Typically, you can do one or the other. I would say the actual distribution or advertising part accounted for about 65% to 70% of the revenue, while content marketing services made up about 30% to 35%. This area is constantly being focused on and developed. So, I wouldn't be surprised if the number for content marketing has continued to inch upwards, as opposed to just the pure digital advertising and content distribution.

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In terms of the audience, do you have a clear picture in your mind of what the audience looked like? I'm referring specifically to HR Dive since that's your area of expertise. Were they mostly at Fortune 500 companies, or was there a good mix between Fortune 500s and SMBs? What did that look like?

Yes, I believe this applies to the entire audience. Industry Dive particularly stood out in terms of job seniority. We're reaching a substantial number—about 70-something percent at the manager level and above. Additionally, around 36% are directors and about 20% are VP and up. These numbers generally track across the audiences.

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