InformationWeek is a powerful brand in print and online. But by coupling InformationWeek with related assets and going to market as the InformationWeek Business Technology Network (IWBTN), Senior VP-Publisher John Siefert is taking the business to its next level.
Siefert has a two-pronged growth strategy: First, provide plentiful, relevant, useful content for IT executives, and, second, offer applications that give users a better experience and IT marketers unique options.
IWBTN creates a huge volume of news, features and user-generated content from InformationWeek, IntelligentEnterprise.com, NetworkComputing.com, Dr. Dobb's Journal and its other media brands. That content is being increasingly integrated with three additional levels of content: InformationWeek Reports, which are typically based on editorial content; InformationWeek Analytics, which are 20-to-40-page reports written by IT professionals; and the TechWeb Digital Library, a vast repository of vendor content.
Traffic: 2.5 million unique monthly viewers
Ad revenue (print): $62.3 million
Ad revenue (online): N/A
Ad rate (print): $57,690 for 1 page 4C
Ad rate (online): $55 to $165 CPM
Comment: A premiere brand in the IT space—in print, online and in person—InformationWeek consistently counts top tech advertisers, such as IBM and Microsoft, on its roster of marketing partners.
On top of that, IWBTN is taking advantage of in-house developers to create innovative interfaces that improve the user experience and provide compelling ways for IT marketers to showcase their content and messaging.
One example is an interface currently being used in a custom project for Cisco Systems and its partners called the Data Center of the Future. As soon as site visitors arrive, they encounter an environment that's very different from a typical Web site because it is built to emulate a “briefing center,” and looks like a vestibule in an office building or research facility.
IWBTN has developed a different custom program for CA Inc. “It's a cool and innovative program around five community sites of interest that match our top solution areas,” said Michelle Accardi, VP-marketing, shared services at CA.
For Pitney Bowes, InformationWeek is implementing a multiplatform strategy that includes print and online advertising, as well as event sponsorship, said Frannie Danzinger, VP-media at GyroHSR, Pitney Bowes' agency.