Leading US financial website, The Motley Fool, is looking to boost
its media presence without getting lost in the crowd of dotcoms that are
buying the traditional mix of media.
The site has appointed strategic communications consultancy Michaelides
& Bednash to come up with a UK and European brand strategy.
Rather than simply recommending they spend their media budget on the
usual radio, TV, press or outdoor advertising blitz, it looks likely
that M&B will advise a more radical strategy.
’It could be anything from producing a TV show to creating a new
magazine,’ said Graham Bednash. ’But we certainly don’t want Motley Fool
to get boxed in with all the other online brands.
’There’s a lot of clutter out there at the moment,’ Bednash added. ’As a
consequence, the classic models of advertising are not working so well
for the online advertisers. These companies don’t have huge budgets so
they try to resort to old media and make a lot of noise by being
provocative. Look at the US, everyone has simply tried to be more
provocative than the last person and that is very much a zero-sum
Motley Fool is already scoring over 6.4 million page-views per month in
Britain, and claims to have doubled in size every month since its UK
launch in 1998. But it is now keen to make a promotional push into the
The company spends around dollars 6 million a year in the US, but spend
in Europe will depend on M&B’s recommendations, which are due to be
presented to Motley Fool in three months.
Motley Fool aims to make personal finance fun by challenging
conventional industry wisdom. The company also develops related content
on other media platforms, including a regular column in The Independent
on Sunday and market reports on the BBC’s World Service.