SAN FRANCISCO — LinkedIn CEO Jeff Weiner wants a piece of the media action.
The professional network, generally regarded as a venue for job-seeking and recruiting, has morphed into a daily destination to read, share and comment on news. If it sounds a little like Facebook and Twitter, it is. And so is the advertising approach.
“There is a lot of content. Our job is to package up the most relevant content we can find for members,” Weiner said on stage earlier this month at a tech conference in San Francisco.
And people are checking it out. Pageviews have shot up 69% from a year ago. But LinkedIn executives won’t call the company a media business. That’s because only about a quarter of its revenue comes from ads. Recruiting is still the major revenue source.
But like many other media and tech companies, it is trying to make its mark with native advertising, the hottest trend of the moment for marketers — and publishers. LinkedIn joins an advertising craze embraced by Facebook, Twitter, Google, BuzzFeed and even The New York Times.
What’s at stake is social network ad-spending dollars, expected to rocket from $7.3 billion in 2012 to $14.5 billion by 2015, according to eMarketer.