Anne Holland

Oops – Cahners Renames Without Owning URL

February 19th, 2002

When politics rules — Cahners Business Information has decided to change its name to Reed Business Information to make corporate parent Reed Elsevier happy, despite the fact that neither company owns the URL, which currently houses family news from an individual named David P. Reed.

How important is an easy-to-remember URL for a B2B company in the long run? Well in a Case Study we published today at sister-site, B2BMarketingBiz, public company National Instruments admitted they anted up the cash to buy URL after discovering that folks had a hard time remembering their former URL
The Web marketing director told us that that one tiny change made perhaps the biggest impact on their traffic growth.

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