Independent Digital has launched a site for American web users
The site offers British news and world news with a British perspective,
as well as ’Welcome to Britain’ listings.
The idea for the site stemmed from research into The Independent’s UK
site, which revealed that 20 per cent of traffic came from the US from
indigenous Americans as opposed to British expatriates.
The site is aimed at anglophiles, who are interested in Britain for
personal reasons, and business people who need an awareness of global
IndependenceAvenue is targeting UK advertisers that are keen to tap the
highly developed market of US internet users.
Categories include hotels, airlines, e-retailers and dotcoms such as
Lastminute. com that want to build a reputation in the US before getting
a share listing on Nasdaq.
The website carries banners for Waterstone’s Online, LondonCareers.net,
Men’s Health and Iglu.com, a skiing holiday specialist.
The banners are being sold by 24/7 Europe. Sponsorship and e-commerce
are handled by Richard Lee, Independent Digital’s sponsorship manager,
and his team of three.
Commercial and marketing director Paul Simon said: ’We are the first UK
newspaper to launch a US-specific brand that will provide a cost
effective audience for advertisers keen to build brand awareness in the
Simon has identified a global population of 40 million people in English
speaking countries who fit the model of the Independent reader, who is a
young, affluent, urban, well-travelled professional.
He claimed 70 per cent of IndependenceAvenue’s content will be provided
by Independent Digital or partners such as NetLondon, which provides the
Site content ranges from UK coverage of the US elections to the
interesting fact that there are two million more sheep in Wales than
there are people.
Simon claimed The Independent’s UK website attracts 125,000 users, who
make just less than two million page impressions each week, and hinted
that some significant commercial deals would be announced in the