Fox Business Online’s Sponsor Search…

MediaPost’s David Goetzl writes about FBN’s online show and its search for sponsors…

When the Fox Business Network (FBN) launched an online news/ commentary show in February, it did so without a sponsor.

“We wanted to make sure that we had something tangible to discuss [with advertisers] versus just an idea,” said Jeremy Steinberg, head of sales for FBN and Fox News Channel’s digital operations.

The strategy appears to have worked. FBN began weaving ads into its live online shows this quarter. Chase is on board as an advertiser for the lunchtime “FoxBusiness.com Live — Noon Edition” — an hour-long show with anchors and guest commentators, in line with the network’s on-air product, although it does encourage viewer interaction.