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How Citywire knows its audience and designs ideal events, content and tools

'Citywire' Logo

Citywire is an independent media business providing advice to private investors and the investment community on fund managers, pensions, and investing. 

Their strong focus on knowing their audience and producing quality content and events has won them a place on the Media Pioneer Awards 2012 shortlist.

Their brands are:  Citywire Money for private investors, New Model Adviser ® for professional financial planners, Wealth Manager for stockbrokers and Citywire Global for fund managers.


Professional networkers know the audience and design ideal events


A key reason for their success is their focus on knowing their audience.   Citywire employs 20 people devoted to audience development, meeting readers and finding out about what they do, profiling them and even featuring them on their magazine covers.  They are a global team of “professional networkers”, working in all the key territories and languages. 

This insight helps Citywire develop great conferences and events.  All events are free to buyers, and are often set up as a series of meetings between buyers and fund managers: for example 200 buyers might have a series of 40 min meetings with 30 fund groups, plus listen to some keynote speakers.


CWM event



Targeted content provides advertisers with hot leads


Citywire use Goldmine to track who from their registered visitors reads each story, and offer advertisers targeted emails to people who have read relevant stories.  All content is free or for registered access.

An in-house TV studio provides both editorial and commercial video, and gets extra value from events and conferences by interviewing speakers and visitors.

This video content has just been added to Citywire’s new iPad app, which is aimed at both private and professional investors and has data on 128 popular funds.  This joins their mobile site.


Trackers and information tools help investors make decisions.


Over ten years ago, Citywire set up their Fund Manager Ratings, tracking performance on more than 6,000 fund managers internationally.  They also provide information tools for their readers, including Citywire Selection – a guide to pension and ISA funds, and a portfolio tool to track investments.

It’s an impressive story of a strong focus on knowing readers leading to a highly tailored content and events offering. This is a market where people expect content and events to be free, so equally commendable is Citywire’s approach to creating new lead generation opportunities for fund managers, from online articles or meetings-driven events.



Richard Lander, Head of New Media


Mobile site: m.citywire.co.uk

iPad app: http://bit.ly/selectionapp


If you think your specialist media business could be a Media Pioneer, please contact carolyn@thespecialistmediashow.com for more details.

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TSMS Pioneer


We are delighted to welcome Audience Media as sponsor of the 2012 Media Pioneer Awards.

Audience Media reflect the values of the Media Pioneer Awards. They provide an innovative and flexible web-based SaaS content management system that publishers can use to create, manage and publish content, advertising and subscriptions across print, web, mobile and tablet, social media and other platforms, and, amongst other capabilities, manage their digital assets and reader data across all channels. Audience Media’s solution is designed to suit the needs of niche publishers and  with low set-up fees (which includes development or redevelopment of the website and apps), it is available on an affordable and all inclusive monthly subscription fee, and can grow as the publishers’ business expands.

Audience Media will offer winners of the Media Pioneers Awards a free project build for one of their brands, which will include the design and build of the CMS, new website, native HTML5 iPad app and a free 3 months trial.

For more information, or to book a personalised online demo, contact cobus.heyl@audiencemedia.com


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