Feeds

ITworld.com Makes a Go of Tech Webcasting

IDG is prepared to lose money now to win big later

  • alert
  • submit to reddit

Top 5 reasons to deploy VMware with Tegile

Media SurveyThese days it takes a courageous company to invest millions in a project that it knows won't make money until mid-2002, if then. Though its official name is International Data Group, IDG is acting more like a Gen X start-up these days - at least in the Southborough, Mass. headquarters of ITworld.com.

Under the auspices of ITworld.com, a web site that draws upon the content produced by the company's many IT edit operations, IDG is approaching year 2 of its multi-year initiative into webcasting. According to ITworld.com CEO Bill Reinstein, however, the initiative really is better described as a broadband content delivery effort.

"I don't think anybody would argue that the next evolution of the web is going to be the delivery of broadband content," Reinstein tells SWMS. "The information density of these programs, with the capability of rich, directed research, is what [professional] people will come to appreciate."

There seems to be no argument, considering that IDG archrival Ziff Davis Media also is investing big in webcasting while its other archrival, CMP Media, has struck up a relationship with a webcast contractor called ENEN.

At least so far, IDG's webcasting efforts stand apart from their rivals.

First, Reinstein's team is working furiously to create a mountain of editorial and advertorial content. If you take a look at ITworld.com's webcast page, you'll see all sorts of audio and video, from straight editorial programming to bought-and-paid-for advertorials, to "short subject" programming in the form of tutorials, where a little bit is free but the whole curriculum will cost you.

"We have a bifurcated sales force, selling both custom solutions and editorial solutions," Reinstein explains. He needs that structure because the beasts are quite different.

On the editorial side, IDC produces regular programs hosted by a variety of IDC analysts. Network World president John Gallant hosts monthly webcasts, with in-studio guests as well as out-of-town guests linked in by satellite. ITworld's own staff, headed by VP and editorial director Mark Schlack, produces regular segments as well, as part of the series called Innovate. These programs typically are sold a la carte to a single sponsor, who gets visibility but no control over content.

On the advertorial side, ITworld is equipped to produce 60-minute custom webcasts for just about any IT-oriented vendor. Dell, EDS, Symantec, IBM and many others have already taken the plunge. Not very many people watch: a few hundred might catch it live, with a few thousand more clicking in once the program is archived. From a CPM standpoint, with these numbers, buying a webcast is all but unjustifiable. Yet EDS has just signed up for an additional three webcasts in 2001.

In part 2 (tune in this Friday) of this ITworld.com profile, we'll find out why. We'll also look at ITworld.com's long-term challenges on the business side, and meanwhile, how it intends to make ends meet while waiting for the webcasting market to grow.

Copyright © 2001, Sam Whitmore's Media Survey. All rights reserved

Security for virtualized datacentres

More from The Register

next story
TEEN RAMPAGE: Kids in iPhone 6 'Will it bend' YouTube 'prank'
iPhones bent in Norwich? As if the place wasn't weird enough
Consumers agree to give up first-born child for free Wi-Fi – survey
This Herod network's ace – but crap reception in bullrushes
Crouching tiger, FAST ASLEEP dragon: Smugglers can't shift iPhone 6s
China's grey market reports 'sluggish' sales of Apple mobe
Sea-Me-We 5 construction starts
New sub cable to go live 2016
New EU digi-commish struggles with concepts of net neutrality
Oettinger all about the infrastructure – but not big on substance
PEAK IPV4? Global IPv6 traffic is growing, DDoS dying, says Akamai
First time the cache network has seen drop in use of 32-bit-wide IP addresses
EE coughs to BROKEN data usage metrics BLUNDER that short-changes customers
Carrier apologises for 'inflated' measurements cockup
Comcast: Help, help, FCC. Netflix and pals are EXTORTIONISTS
The others guys are being mean so therefore ... monopoly all good, yeah?
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.