Yorke has pioneered the integration of social media strategies into IDG’s broader marketing services operation.
Marketing services has become the newest buzz phrase among publishers looking to tap new revenue streams, but it’s essentially an outgrowth of traditional custom publishing divisions.
IDG’s Global Solutions group, helmed by president Matt Yorke, accommodates the company’s global sales and marketing services—predominantly focusing on IDG’s top six U.S. accounts. Within that group resides the more strategic marketing services operation that has gained notoriety for Yorke’s championing of merging social media functionality with advertising.
The group created the Amplify service, which initially offered three or four types of ad units that pulled in the social Web. A unit for Intel, for example, included a real-time feed of tweets referencing the brand.