Publishers increasingly see blogs as ad revenue opportunity

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB, 11/8/10

Bob Carrigan, president-CEO of IDG Communications, wants to know why most b2b publishers with legacy print products have failed to develop their own online advertising networks around blogs in their industries.

IDG has now operated its own IDG TechNetwork for two years. The network aggregates technology-oriented bloggers and then sells ad space on their sites; it produces about 2 billion impressions a month. In fiscal year 2010, ended Sept. 30, the network saw a 19-fold increase in revenue over its previous fiscal year.

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