PCWorld | Macworld Launch Custom ‘Content Works’

By Steve Smith

IDG’s PCWorld and Macworld tech magazine brands have launched a new custom publishing division that will design, produce and distribute content on behalf of publishing partners. PCWorld/Macworld Content Works is being led by former senior editor at Wired Ted Greenwald, content director. Custom products will include white papers, catalogs, training materials, marketing assets, Web sites, mobile media, events and vendor marketing.

The new division will leverage the internal resources of the magazine’s marketing arms. PCWorld/Macworld ceo Mike Kisseberth tells minonline that the custom content work is kept distinct from the editorial team at the magazines. "Ted is the first employee for Content Works but he will work with sales and program managers in the brands. No PCWorld or Macworld editorial colleagues will be writing custom content. PCWorld and Macworld have been delivering custom projects for a while. The creation of Content Works is a recognition that the demand is increasing for custom content and Ted’s hiring brings more focus to serving the needs of marketers."

Content Works continues the trend towards marketing services among publishers trying to recapture marketing budgets that are leaving traditional impression-based advertising. Increasingly marketers are looking for ways to reach consumers and enterprise customers more directly via their own Web sites, direct marketing, customer relationship marketing and lead-gen programs. The “vendor as publisher” model is gaining popularity, even though many marketing clients lack the skills and resources to become content providers themselves. Greenwald says, “The key to success will be understanding our clients’ businesses, listening carefully to their needs, addressing those needs via creative concepts, and delivering a product that’s even more compelling than the client imagined."