When Joe Pulizzi set out to launch his new custom publisher search service at Junta42 Match, his goal was simple: To refine the process by which marketers and custom publishers are paired up: “I’ve been in the business for 10 years, and it really hasn’t changed very much in terms of how the two parties come together,” Pulizzi tells Portada.
He says that the process is typically facilitated by search-engines, whereby marketers seek out content providers as one would seek out anything else. “What ends up happening is that a lot of the mid-size and smaller content providers get lost in the fray— particularly those doing more specialized content like Hispanic— because the same 5 publishers keep coming up in the search,” notes Pulizzi.
What Junta 42 Match does is leverage the infrastructure that was pioneered by online dating to find a suitable match. Instead of entering hobbies and interests, however, publishers create a profile outlining areas of expertise. This creates a searchable pool of candidates from which marketers can choose. Pulizzi says that his site can save between two weeks and two months in finding the right provider.
The site launched March 10th in Beta to publishers only, so as to establish a pool of talent before opening the site up to content-seekers. The goal is to have100 providers by June 16th when the site goes live. “So far, we’ve got about 38 publishers signed up, so we’re well on our way to achieving that goal,” says Pulizzi. “I’d say about 10% of our publishers have Latin American/Hispanic content listed as an area of expertise. In fact, we’ve been getting more interest in Hispanic content from the marketer’s side than we anticipated so that’s been encouraging.”
The fee for Junta 42 Match’s publishers is currently set at $400 per month or $4,000 per year for the service, after a free 60-day trial.
Custom Publishing: Boxeo La Revista(Feb. 2008)