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CNET Seeks Broader Ad Base with B-to-B Site

CNET Networks has officially launched BNET, a b-to-b site aimed at business leaders, signaling CNET's intent to expand its content, audience, and advertiser base, reports BtoBOnline. With its new audience, CNET is attempting to attract a new group of advertisers beyond its tech core in order to maintain revenue growth. In 2004, CNET reported that its interactive revenue increased 30% over 2003.

In beta testing since last year, BNET has been attracting the attention of b-to-b marketers. It has aggregated white papers and other content, searchable by job function (such as human resources) or industry (such as construction or financial services).

It also offers blogs, newsletters and selected RSS feeds. While in beta, BNET has accumulated more than 200,000 registered users, according to comScore Media Metrix, and about 15 percent of its registered users are in sales and marketing.

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