View Larger ImageThreatpost 
By Kaspersky Lab
At a time of an unprecedented rise in cyber-criminal activity and a shift in how news is consumed, Kaspersky Lab seized the moment to provide a new form of journalism for IT security readers and commentators from around the world. Threatpost serves as an independent destination for the global IT Security community.
Sponsored by Kaspersky Lab, Threatpost is intent on becoming the first stop for security news to serve the interests of the broader IT security community. Recognizing that the media landscape is changing and that readers visit multiple online sites to get a more complete view of security news, Threatpost has been created as a new media destination to fill the need for a single site. The Threatpost editorial team monitors the Internet for fast-breaking security news and the most pressing issues of the day. The end result is original reporting mixed with aggregation of the most important security news stories, all delivered with Threatpost's respected commentary.
Threatpost business goals and success metrics are measured through page views, unique visits and Kaspersky Lab demand generation. Goals set in place have exceeded expectations at every level.
Threatpost achieved nearly 200% growth in site activity levels, reaching an average of 208k page views, 90k unique visitors and 200 monthly comments for the period November 1, 2009 – June 30, 2010. At an above-average CTR of .18+, the audience engages with Kaspersky Lab demand generation marketing elements featured on the site, these banner ad units and text-based advertising promote whitepapers, product trial downloads and video. Leads captured on the site fill Kaspersky's sales pipeline.
Newsletter subscriber growth is unprecedented with a 1000% growth in this same time period, approaching 10,000 opt-in subscribers in three languages, English, Spanish and Portuguese. Kaspersky Lab marketing elements are weaved into the Newsletter in text-based and interactive units to capture sales leads.
Threatpost is syndicated among Kaspersky Lab Strategic Channel Partners and OEMs. Premiering in April 2010 this program is unique and highly successful with 60% of Kaspersky Lab Channel Partners live or poised to go live with syndication. Kaspersky Lab lead generation marketing elements are featured across the syndication network creating a shared lead generation program for Kaspersky Lab and its Partners.
Threatpost has created unique and exclusive content vehicles with a topically-based Live Chats, Spotlight Series, and a Threatpost NOW! Video Series. Each of these vehicles is featured and promoted across the Threatpost properties and Kaspersky Lab's own site.
Combined, Threatpost activities have captured over 1200 leads for Kaspersky Lab.
Sources; Google Analytics, ExactTarget, Drupal
March 2009 to present
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