Lightwave Website Re-Launches with Improved Architecture and Topical Navigation to Increase Usability, Advertising Alignment

NASHUA, N.H., Nov. 16 /PRNewswire/ -- Lightwave, a unit of PennWell Corporation, has undergone a significant website re-architecture to better serve its worldwide audience of optical communications professionals and the advertisers who want to market to them. By reorganizing the site's content around the application and technology areas of greatest importance to fiber-optic professionals, LightwaveOnline.com now makes it easier for users to find more of the resources they need to succeed in their jobs. In addition, Lightwave now enables advertisers to align their messages and offers with the most relevant content on the site, vastly improving the results of their campaigns.

Lightwave's new topic center approach organizes the site's content into the following categories:

• FTTX
• Test & Measurement
• Equipment Design
• MSO Optics
• Networking
• Optical Communications Business
• Optical Communications Education
  

Segmenting Lightwave's original news, analysis, new products, technical articles, video, webcasts and e-zine content into topic centers makes it easy for users to quickly find information the way they typically search for it: by topic. Each topic center is further divided into subtopic pages to provide site visitors with even more in-depth and focused information on each subject. These improvements are already resulting in longer site visits -- more than nine minutes on average -- and are expected to drive increased page views once search crawlers have fully re-indexed the site's content.

"The new website organization makes it easier than ever for optical communications professionals to find the information they need to do their jobs more effectively. It also enables investors and others interested in fiber optics to get up to speed on the technologies, trends and companies that are driving the future of this expanding field," said Stephen Hardy, Lightwave's editorial director and associate publisher.

Lightwave's topic center organization also allows marketers to target their messages to users focused on content that most closely aligns with their advertising. This alignment, along with advertiser exclusivity on topic center content pages, is already producing very positive results for Lightwave advertisers. According to Publisher Susan Smith, "We have seen a tenfold increase in response to sponsor messaging, now that our sponsors can consistently align their advertising and offers with relevant content on our site. As we continue to add new features to Lightwave Online in the coming months, we will further extend the value of the site for both our users and sponsors."

Lightwave Online now runs on PennWell's Platform 7, a next-generation content management system and web platform consisting of a modular set of functionalities and best practice processes that vastly improve search engine optimization (SEO). "Lightwave's migration to Platform 7 is part of a strategic investment by PennWell in the future of our online business," said Christine Shaw, Senior Vice President of PennWell's Technology Division. Other PennWell Technology sites recently migrated to the Platform 7 architecture include InterconnectionWorld, Cabling Installation & Maintenance and InfoStor.

In addition to improving navigation and search results, Lightwave's re-launch highlights its expanded coverage of some of the hottest areas in optical communications. For example, the MSO Optics topic center provides a comprehensive view of cable-TV multiple systems operators' (MSOs') growing use of optical technologies to supply a variety of broadband services. The FTTX topic center gathers Lightwave's coverage of fiber to the home and business, as well as fiber to the node from central office to subscriber. Visitors can find information on the exploding 40- and 100-Gbps niche in Lightwave Online's Networking topic center.

Lightwave's new website design can be seen at www.lightwaveonline.com. For information about Lightwave's editorial staff and content, go to http://www.lightwaveonline.com/about-us/editorial-contact-information/. For information about Lightwave Online advertising and sponsorships, go to http://www.lightwaveonline.com/about-us/advertise/.

About Lightwave

For more than 25 years, Lightwave has delivered trusted technical insights to optical communications equipment suppliers, service providers and major end-user organizations. Through its integrated media portfolio, Lightwave delivers content focused on fiber optics and optoelectronics, the technologies that enable the growth, integration and improved performance of voice, data and video communications networks and services. Our experienced editorial team provides trusted technology, application and market trend insights to corporate executives, engineering management, department heads, project managers, network engineers and technical managers at equipment suppliers, service providers and major end-user organizations. Our unique ability to inform our audience's business-critical decisions is based in our 25-year relationship with the entire optical community and our recognition of the interplay among its members. www.lightwaveonline.com.

About PennWell Corporation

PennWell is a diversified business-to-business media and information company that provides quality content and integrated marketing solutions for the following global industries: oil and gas, electric power, water, electronics, semiconductor, contamination control, optoelectronics, fiber optics, computer graphics, enterprise storage, information technology, fire, emergency services and dental. Founded in 1910, PennWell publishes 75 print and online magazines and newsletters, conducts 60 conferences and exhibitions on six continents, and has an extensive offering of books, maps, directories, web sites, research and database services. In addition to PennWell's headquarters in Tulsa, Oklahoma, the company has offices in Nashua, New Hampshire, Houston, Texas, London, England and other locations worldwide. www.pennwell.com

    Contact: Joni Montemagno, Marketing Manager
    jonim@pennwell.com

SOURCE PennWell Corporation