The White Paper syndication marketplace has received a lot of attention lately with the recent TechTarget and Bitpipe merger, but a new and innovative player is quietly gaining momentum. FindWhitePapers, Inc. uniquely leverages a pay-per-click advertising model and represents an exciting new entrant to the world of white paper syndication.

FindWhitePapers is a spin-off from Industry Brains, Inc., an advertising media company that uses keyword search and editorial targeting to connect buyers with sellers. While an independent company, FindWhitePapers uses Industry Brains’ proprietary technology to power its auction-based, pay-per-click white paper syndication model.

Newly launched in 2004, the FindWhitePapers site follows a simple operational model; advertisers bid by source and category for a position in the FindWhitePapers marketplace, which includes online publications such as InfoWorld, E-week and PC Magazine.

Similar to Google’s pay-per-click model, bids are positioned based on the maximum per-click fee the advertiser is willing to pay when a reader clicks the white paper link. White paper advertisements are generally seen in a “more white papers” box that displays in content-relevant articles.

The minimum bid is $1.00 per click. FindWhitePapers claims they currently syndicate about one thousand white papers, and expects to feature many thousands across a broad range of editorial targets in the future.

According to Vince Turk, Directory Manager for FindWhitePapers, the service distinguishes itself by the amount of control it provides to advertisers. “We give every company the ability to define its own budget and duration of campaign. Tech companies can jump right in for as little as $100 and position their white papers on these enterprise sites.”

Editors at FindWhitePapers review white paper submissions for relevancy and account executives assist advertisers to understand site features and performance reports. Initially, advertisers will be limited to posting white papers and case studies, but Turk mentioned there are plans to introduce pay-per-click programs for webcasts and e-newsletters. FindWhitePapers.com currently does not provide user registration pages or other lead management tools.

Pay-per-click advertising is turning traditional advertising on its head and represents a real market shift by charging advertisers only for actual clicks. Although its partner sites are limited at this time, white paper advertisers whose target markets match FindWhitePaper’s publication sources will find the service a very cost-effective solution. For more information, visit http://www.findwhitepapers.com/.

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This entry was posted on Sunday, February 6th, 2005 at 10:05 am and is filed under Marketing, Reviews. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.