Information Week offers different content in its print and online products, and serves two very distinct audiences. It's that ability to adapt—for both readers and marketers—that has made media buyers so keen on the technology title.
For an Indian outsourcing company looking to build its brand awareness, Information Week created a print campaign, webcasts and a series of vertical blogs, and negotiated a sponsorship opportunity at the annual Information Week 500 event.
For software company Workday, Information Week developed an integrated program that started in the magazine, drove visitors to the Web site and then let them register for executive summaries of analyst reports.
They are good partners," said Vickie Szombathy, VP-media director at Sparks Communications. They definitely work to try and find good solutions for an advertiser. They come with all the ideas."
Phone: (415) 947-6000
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Over the past 18 months, Information Week VP-Publisher John Siefert and his staff worked to define the title's information distribution strategy. As a result, it refocused its editorial content and broadened its marketing programs. Among the additions are analytical reports underwritten by advertisers. Currently, 10 reports are available free to users. In return for their sponsorship, advertisers receive qualified leads on the users downloading the reports.
This is a strategic move on our part as a way to go to market," Siefert said. We've got a two-pronged strategy. We always lead with intelligence. We sit down and say, Here's what's going on in your technology company.' The other thing we do is create demand: Here are programs you can use that leverage our platform.'
Siefert added: The days of I just want to buy this banner' are quickly going by the wayside. Anybody who has a job like mine and doesn't realize it is going to be out of business."
Bill Hebel Sr., VP-media director at b2b agency Slack Barshinger, credits Information Week for doing an incredible job managing the migration of print to online" as well as for tailoring the editorial so it focuses not just on technical news but also the management and strategies related to technology.
Information Week is different than some of the others," he said. It's about how technology can help their companies. It goes to tech-oriented management as well. It's not just the techy nerds."
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