Since the beginning of the year, concert-tickets-deals.com provides its users with details and offers concerning music events and artists. Browsing the site, music fans obtain information and the option of proceeding to book a ticket on the site's pages. The portal's structures orientates in genres to arrange possible navigation paths, so that categories like pop, rock, hip hop, all time favorites, and rhythm and blues guide users through the site. Initially, the country section had been a funny idea from the makers' point of view. Its aim was to complete the provided list of different genres. But the marketing department of concert-tickets-deals.com did not believe that it could be an alone standing success.

Surprisingly, the section showed high visitor numbers from the beginning. Approaching the warmer season, country music even made it to the top five pages on concert-tickets-deals.com. On their search for an explanation, the marketing managers conducted a study of the current concert market. The study led to the result that, generally, country does not sell so well, but many people enjoy country music when socializing with others. They make parodies and laugh instead of listening carefully in contemplation. With that in mind, the marketing department postulated a non commercial trend towards the decontextualization of established music genres. According to the department, this trend is a counter movement to commercialized pop music.

Although the information on country music as well as the presented ticket offers on concert-tickets-deals.com are serious, users seem to re-interpret them in order to have fun. Some user feedbacks showed that users could not imagine a country section on a ticket site but found it funny to browse that section. However, the makers of concert-tickets-deals.com are not going to change the country section into a parodying category, as they are convinced that the section already contains sufficient material to be re-interpreted. This way, real country fans can still browse the site to search for current information and concert tickets.

One of the most recent creations by the network of vertical sites http://www.betterdeals.co.uk, the Internet search guide http://www.concert-tickets-deals.com forms an example of the network's innovative consumer orientation. Active since the end of 2003, the network's team of passionate Internet professionals pursues the goal of implementing an everyday guide to the constantly growing offer of electronically provided information, products, and services. In short, betterdeals.co.uk publicizes news on the Internet, serving markets that are as different as Italy, Spain, and France on the one hand and Germany, Holland, and the UK on the other. Resulting in 35 launches of new Internet portals in 2007 alone, betterdeals.co.uk is created and managed by Go Advertising Limited in Dublin, Ireland.

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