Dow Jones & Co. launched new, advertising-sponsored industry-specific sections on MarketWatch, DM News reports. One of the two sub-channels, "Industries," provides content related to technology, automobiles, healthcare and retail; "Life & Money" has content on travel, banking, careers and small business. BMW is sponsoring the automobiles section, and Verizon Wireless is the sponsor of the travel section. Co-branding is part of the strategy, with the technology section co-branded with CNET, which is supplying technology news and product reviews.

Dow Jones added MarketWatch to its Interest-Based Targeting (IBT) behavioral ad network in April to help fill out audience segments in areas like autos, allowing advertisers to run campaigns tied to user behavior on all Dow Jones sites.

The model for MarketWatch, which Dow Jones acquired five months ago for $528 million, follows that of the Wall Street Journal Online. The MarketWatch careers section is co-branded with CareerJournal.com, The Wall Street Journal's executive career site. MarketWatch's small business section is co-branded with StartupJournal.com, another Wall Street Journal site.