The WisBusiness.com story

The WisBusiness.com story
When you first started your business, what was the biggest obstacle you faced?
“People doubted that Wisconsin was big enough to support a targeted political news service.”
How was your business initially financed?
“Money from investors, including me.”
Did you suffer through some lean times when you almost gave up?
“We’ve always been a pay-as-you-go operation.”
Did anyone give you any advice that helped you grow your business?
“WisBusiness and WisPolitics have politically balanced and experienced advisory boards that have provided invaluable advice.”
Was there a turning point in your company’s survival?
“Our starting WisBusiness in November 2002 was proof that our business model was succeeding.”
How does your Web site generate revenue?
“Subscriptions first. Advertising second.”
Have you added any other services since your Web site was started?
“Most notably, www.wisopinion.com and www.wisbusiness.com. Our goal is to meet the needs of our subscribers so we’re always adding value to meet and beat their needs.”
How important is advertising to your business model?
“We make our bread and butter on two things: subscriber volume and advertising. Advertising is a critical part of our success.”
Who are your major advertisers?
“We have about 16 advertisers right now. In a business our size, every advertiser is important.”
What are the demographics of the people who visit your Web site?
“About 78% are male, about 69% have completed college, about 62% have household incomes of $75,000 or more and about 76% either manage or own a business.”
How has your company survived with an Internet-based business, when so many others failed?
“We’re a pay-as-you-go operation, and there has been turmoil in state business and politics. Turmoil is good for news.”
Have partnerships helped your business?
“Yes, especially with WisBusiness. Wisconsin Manufacturers & Commerce, the University Research Park, the Wisconsin Technology Council, TDS Metrocom and Madison Gas & Electric are early supporters.”
Do you have any plans for expansion or changes in the next year?
“We’re concentrating on expanding WisBusiness.”
If you were starting your Web site today, knowing what you know now, would you do anything differently?
“I don’t think so. WisPolitics has been a success since it started, and WisBusiness is built on the same business model.”
Ten years down the road, how will the Internet be different than it is today?
“Any changes will not be enough to affect our business plan.”
Do you have an exit plan?
“Why exit a business success?”
June 27, 2003 Small Business Times, Milwaukee