CEO, Breaking Media
Headed up by CEO John Lerner, Breaking Media is an online only b-to-b publisher.Â Their four sites, combined, lay claim to 1.85 million unique visitors monthly.
John Lerner has been around the block, amassing 20 years of experience in the b-to-b and niche consumer markets, starting out in traditional media and then eventually running the online businesses at VNU, Nielsen and F+W.
Of Breaking Media, and the advantages an online-only publishing venture has over traditional print media, Lerner says: â€śWhen you have a sustainable business, even though itâ€™s shrinking, you want to ride that horse as long as you can. This is my first foray into online-only media â€¦ I find it makes it easier to try new things, experiment more and focus on where the growth isâ€”all without the pressure of having to maintain a print business that is shrinking every year.â€ť
Breaking Media currently covers four industries with sites Above The Law (legal), Fashionista (fashion), Dealbreakers (finance) and AltTransport (efficient transportation) that are, at times, irreverent, controversial, contentious and informative.
â€śWeâ€™re engaging our audience in a much more dynamic way; our voice is very irreverent,â€ť says Lerner. â€śThe classic b-to-b publisher skirts issues in an attempt to make their content more palatable to advertisers. And, initially there was some resistance from advertisers that didnâ€™t want to be around content that was so contentious. But, I know the reason we have reach is weâ€™re talking to people in the way that they communicate. A good story will have 200 comments.â€ť
The company offers marketers the opportunity for lead generation, via product giveaways. All giveaways feature a banner on top of the specific home page which drives readers to a sign-up page. Breaking Media promotes the giveaway to their e-mail list, Twitter followers, and Facebook friends. When users sign up for the giveaway, the information is shared with advertisers.
Breaking Media also offers marketing â€śroadblocks,â€ť which give a brand exclusive ownership of a given Web siteâ€™s front page, with all banner positions promoting that advertiserâ€™s brand or product throughout a single day.Â
VITAL STATS: Breaking Mediaâ€™s four Web sites claim a combined 1.85 million unique visitors per month. Above The Law and Fashionista each claim 700,000, Dealbreakers claims 400,000 and AltTransport claims 50,000.