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IDG Enterprise Opens Vendor-as-Publisher Group
Tuesday, May 11, 2010
Steve Smith

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As more brands and marketers move their budgets toward CRM, Web site development and social networks, publishers need to rethink their business models if they want to recapture the dollars that are moving away from advertising. That is precisely what IDG Enterprise appears to be doing with its newly formed Strategic Content Service. Announced this morning, this group from the publishers of Computerworld, CSO, InfoWorld and Network World will help clients create high-impact content and optimize its distribution across their Web sites, social networks and search engines.

IDG Enterprise says that more of its tech brands are becoming publishers of their own content and are building direct relationships with customers through their Web sites and social media presence. Rather than letting themselves become disintermediated by these trends, IDG is trying to reinsert itself into the relationship between buyer and seller by providing a larger swath of marketing and content. “SCS is a natural expansion of our media portfolio that will enable us to partner closer with our customers and serve their evolving needs,” says Michael Friedenberg, CEO and president, IDG Enterprise.

The service will provide content about key market segments like cloud computing and client virtualization. The content will be delivered in various formats and optimized for visibility on social networks and search engines.

The new business recognizes one of the sharp-edged realities of the transformation in media and digital platforms. The Internet gives companies the direct access to customers they once needed “media” to provide. That doesn’t necessarily mean, though, that all brands are ready to become publishers and maintain a constant flow of valuable information to audiences.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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