U.S. News, 온라인 소비자들 분야서 본격적 경쟁

U.S. NEWS TO WIDEN BATTLE FOR THE ONLINE CONSUMER
  조회:  2,795   등록 일자: October 10   카테고리: 
타임과 뉴스위크가 유에스뉴스의 경쟁 상대인줄 알았더니, 이제는 소비자 전문지 Consumer Reports 와의 경쟁을 본격화 했다. 금주의 특집 소비자 품목은 자동차이다. 대학의 순위를 매기듯이 자동차에도 순위를 매기고 있다. 비교적 고가품들에 초점을 맞추어 비디오 카메라, TV 세트, 디지털 뮤직 플레이어 등을 앞으로 다룰 예정이다. (ⓒ 2007 The New York Times) (ⓒ 2007 usabriefing.net) By RICHARD PEREZ-PENA Quick, name the competitors of U.S. News & World Report. Time and Newsweek, right? Would you believe Consumer Reports? U.S. News wants to take on a new role, as a definitive source of information and ratings on a range of expensive consumer products. The first step in that strategy went public Friday on a magazine Web site (usnews.rankingsandreviews.com/cars-trucks) and on Monday on newsstands -- rankings, reviews and information on nearly every model of car, truck, minivan or sport utility vehicle available on the American market. In the 1980s, U.S. News discovered a popular audience for authoritative-sounding statistical rankings, beginning with the annual report on colleges that is widely second-guessed -- and even more widely read. It later did the same thing with hospitals, graduate schools, high schools and even places to retire. The magazine wants to extend that practice to mostly high-end goods, starting with the automotive rankings, followed over the next few years by detailed rankings of things like video cameras, television sets and digital music players. This is less about selling particular issues of the magazine than about driving traffic year-round to Web sites with vastly more material on those products than will fit on printed pages. The plan is a gamble on where U.S. News's future lies -- a future that its owner, Mortimer B. Zuckerman, describes in terms of shopping as much as news. After two decades of rankings, "we have branded credibility," he said. "You'd have to be blind not to see what is the economic strength of the franchise." The magazine has searched the work of dozens of automotive reviewers at newspapers and magazines, assigned a numerical value to each review (a process U.S. News describes as complex, rigorous and top secret), and then aggregated those into final scores. The Web site offers a description of each vehicle, sprinkled with snippets of quotes from those reviewers, so that it reads as much like a Zagat's restaurant blurb as something you might find in Consumer Reports. U.S. News says advertising on the automotive rankings site, which has thousands of pages, is sold out. (ⓒ 2007 The New York Times) (ⓒ 2007 usabriefing.net)
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