is the custom publishing division of PCWorld | Macworld

MACWORLD founded 1983

5.6 Million unique users online 

1.5 Million print readers

Source: IntelliQuest Consumer Doublebase study (2009-2010), Omniture SiteCatalyst

PCWORLD founded 1982

15 Million unique users online

4.5 Million print readers

Why Content Works?

• 8 of 10 marketing/media professionals surveyed* said custom content will be a “critical” or “very important” means of engaging with customers in the coming year

• IDG’s Custom Solutions Group has had great success in custom publishing for the enterprise market

• Our advertising partners are asking for custom content

Source: IDG Global Research, Fall 2010

Harnessing the expertise of PCWorld and Macworld, Content Works creates powerful content that attracts, educates, and motivates serious tech buyers.

A meta-organization within

Design

Sales

Research

Web Development

Print Production

Project Management

Editorial

My RoleBACKGROUND:

• Editor of technical subject matter for broad audiences

• 10 years at Wired

• Two stints as editor-in-chief at technical magazines for creative professionals

FUNCTION:

• Essentially editor-in-chief

• But with a full-spectrum media palette

• I dream up information packages and oversee their creation

CONTENT & DISTRIBUTION

Content

Multiplatform

Print

Internet

Mobile

Live events

Multimedia

Text

Photos

Illustrations

Diagrams

Video

Interactive

Multiformat

Magazines

Web sites

Podcasts

Blogs

Social profiles

Apps

Games

Contests

Distribution

PCWorld | Macworld

IDG Tech Network

Client outlets

Partner sites

Social networks

App stores

Recent Partners

. . . What is great content, anyway?

Goal: Great content.

Great Content is an experience

You become lost in the presentation.

You return enlightened and inspired.

What can great content do for a business?• Engage target audience

• Make brands more credible

• Lead potential customers through funnel

• Provide valuable, wholly-owned assets

Challenges to

• Wall between ad and edit

• Differentiation between custom and editorial

• Maintaining journalistic standards while meeting marketers’ demands

Opportunities for

• Recognized brand

• Subject-matter expertise

• Journalistic approach

• Focus on user experience

• Existing client relationships

Church and state

We brand PCWorld | Macworld Content Works differently

CASE STUDIES

Case study: Adobe Acrobat 9

• Daily blog

• 12 weeks

• Addressing tech-savvy audience

• Build excitement around HTML5

• Restrictions on comments, sharing

Case study: Sprint

Case study: Sprint

Case study: Linksys

Best practices

• Allow time for excellence

• Specify all parameters of project up front

• Establish project ownership on client side

• Keep your eye on the concept

“Do what you do so well that they will want to see it again and again and bring their friends.

- Walt Disney ”