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Nuts & Bolts : Affiliate Spotlight

February 2010 By Dan Chiss
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A monthly online feature for Target Marketing readers (also running bimonthly in Target Marketing magazine's Nuts & Bolts department), Affiliate Spotlight introduces you to a variety of players on the affiliate marketing scene. Check back monthly for the lowdown from Google Affiliate Network's Dan Chiss on the fastest-growing and top-performing affiliates around.

CREDITCARDS.COM
Name of affiliate/URL: CreditCards.com; www.creditcards.com
Type of publisher: Comparison and content
About CreditCards.com: With more than 1 million unique visitors each month, CreditCards.com is the most-visited credit card site on the Web where consumers can compare hundreds of credit card offers and choose the one that’s right for them. CreditCards.com also is one of the Web’s leading publishers of original consumer credit card-related news.
Audience profile/demographics: CreditCards.com serves a national audience with a very broad demographic profile. The audience skews slightly toward middle to upper-middle income, professionals and families with children.
Offers that work best: Rate/term-competitive card offers that are easy to understand and short on fine print. Offers that can appear in multiple categories also are very effective.
Top-performing advertiser categories: While low-rate cards are always the consistent winner, CreditCards.com has been surprised by the emerging popularity of prepaid and debit cards.
Seasonal opportunities: New card acquisition is strong in the fourth quarter as holiday spending peaks, but then shifts to cards with attractive balance transfer rates as consumers consolidate activity. Rewards card demand grows as summer travel approaches, and then student cards come into favor during the back-to-school/fall season.
Top things CreditCards.com needs from advertisers to drive success: The affiliate needs a broad product portfolio. Issuers that make their entire product sets available can optimize their exposure across the site.
Dan’s Digest: Creditcards.com is a  resource for consumers searching for the best credit cards, and an acquisition dynamo for the financial institutions/issuers looking to acquire new cardholders. Through its uncluttered design, original content and intuitive comparison tools, CreditCards.com delivers highly qualified consumers who convert.

ENTERTAINMENT PUBLICATIONS
Name of affiliate/URL: Entertainment Publications; www.entertainment.com

 

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