New York Times site open for business

Usually I can't share details of client projects, but this one is different as my role is a public one.

The NYT Small Business Summit Center is a microsite that supports an annual day-long event targeted at entrepreneurs.

We wanted to make a major upgrade to the content and stickiness of the site, to support 2008 event sales and sweeten the deal for advertisers.

Our hook is the Share Your Story concept, launched by AMEX -- a major NYT advertiser and a firm that is cultivating the entrepreneur market.

So this week we threw open the doors to Summit attendees, offering them the chance to get interviewed and profiled on the site. Entrepreneurs can also guest blog, and do a couple of other exposure-building activities that will go live in ten days.

See the profile and blog entry by the delightful E.B. Moss of Moss Appeal for a sample.

That's E.B on the right. Clearly happy with the free PR.

Naturally we are hoping to build a community and get comments etc.

The best hook is that the NYT mothership has committed some advertising inventory to the effort, to directly promote these stories. So if you go to the Business section, you'll see this ad:

(The ad was created by our partners at Acorn Design, who have an exquisite way with type and color.)

Plus, no money changes hands, no legal agreements to click through or sign.

For the entrepreneurs, it's a nice shot of free buzz marketing.

If any small business owners among my legions of blog readers are interested in getting featured on the site, give me a shout.