From: Mass High Tech: The Journal of New England Technology - by Christopher Calnan Mass High Tech
Nine months after its employees bought out investors, DirectoryM Inc. is reporting its second relaunch in four years and 15 percent year-over-year growth.
Cambridge-based DirectoryM, an online advertising firm, shifted its marketing approach from selling advertising alone to selling advertising linked to the online content that drives the traffic, said CEO Panos Bethanis. For example, a reader in the market for a new car who searches a directory of local car dealers will also find links to car reviews, delivered by DirectoryM. The strategy change has resulted in a surging conversion rate for advertisers and the company reaching profitability in October 2007, Bethanis said.
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