International Data Group (IDG), specialising in technology media, events, and research, has a host of plans for the Indian market. To begin, it has launched IDG TechNetwork, its technology ad network, in the country. This is the first market in Asia where this service will be available locally. The TechNetwork gives Indian technology marketers an opportunity to go beyond the boundaries of local websites and reach Indian technology buyers through geo-targeting.
Talking of the further plans, Patrick J McGovern, Chairman of the Board, IDG, elaborated, “India is seen as a growing market for the technology players. We will continue to grow and expand this market. In the next one year, we will be investing $10 million to expand the IDG media business.”
He continued, “We will be adding selective new titles, websites and do more events. We have our leading IT title ‘Computerworld’ and plan to bring the brand to India by fall this year. We typically will create a website presence first and see how the subject engages the readers. This will follow with a survey to understand if people would want us to have a print publication or are satisfied with the online offering. If they register and want a print publication, then we would have already created a good circulation base.”
McGovern also disclosed that the company had plans to enter the gaming sector in India. He said, “We have leading properties like Gamestar.com and the GamePro, and seeing the potential and the engagement level of the medium, we will first bring the website, and then based on survey get the print version of the same. This should happen by the beginning of 2010. We have corporate network sites and telecom network sites and we are looking at bringing those to India and follow it up with print versions.”
Coming back to IDG TechNetwork, it is an editorially vetted network of over 150 technology sites that attracts over 40 million unique visitors a month. The vertical network further enables targeting along 30 different sub-domain classifications within technology. Peter Longo, CEO, IDG Syndication and Networks, said, “With 30 different categories to choose from, Indian advertisers can be very selective among enterprise, tech enthusiasts, and gaming and entertainment audiences. With a network buy, marketers are also the beneficiaries of substantial economic efficiencies.”
IDG Media Pvt Ltd (IDG’s India subsidiary) will spearhead the IDG TechNetwork operations in India by driving advertisement sales and recruitment of local website publishers into the network. IDG Media is a wholly-owned business unit of IDG and has brands such as PC World, ChannelWorld and CIO under its portfolio.
IDG’s online network includes more than 450 websites spanning business technology, consumer technology, digital entertainment and video games worldwide. IDG also publishes more than 300 magazines and newspapers. Media brands are present in more than 90 countries and include CIO, CSO, Computerworld, ChannelWorld, GamePro, InfoWorld, Macworld, Network World, and PC World.