E-Media Tidbits

Epn.dk The new Danish site Epn.dk consolidates business coverage from three existing mainstream news sites.

But recently the three sites decided to launch a separate business site: Erhverv På Nettet - which translates a "Business on the Web." Almost all of the business content has been moved from the original sites to epn.dk. However, readers are still presented with plenty of lead-ins from the three main sites.

Epn.dk is presently number 18 on the list of most popular Danish sites. It has already beaten arch rivals Børsen and Berlingske Business (which is also a domainspinoff). Most importantly, this victory over the competition has been achieved without losingunique readers at the original sites.

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I'm certain users are a bit annoyed -- they're constantly presented with new pop-up sites whenthey click business articles on the main sites. But it probably makes sense from an ad revenueperspective to launch separate business sites. At least it seems that Jyllands-Posten/Politiken is satisfied with the results, since it has just launch a new travel site Turen Går Til -- built around a popular series of guidebooks.

I expect this will once again make it easier to sell banner ads to travel agencies, rental carcompanies, etc. In some way it will also strengthen yet another sub-brand. However: Where's the limit between building a forest of strong sites/brands and a disintegrated site that constantly launches new windows with every other click?