InfoWorld Media Group
155 Bovet Road
Suite 800
San Mateo, CA 94402
650/312-0613
http://www.infoworld.com
In print weekly and online daily, InfoWorld provides in-depth technical analysis of key products, solutions and technologies for 370,000 senior-level IT execs. The Web site
provides breaking news, in-depth coverage of the issues, trends and products. InfoWorld distinguishes itself among competitors like eWEEK, Internet Week and Information Week with
its unique product test results and reviews backed by the InfoWorld Test Center. Test Center analyses are technical features that analyze emerging technologies, standards,
protocols, and large-scale enterprise solutions for readers who are driving e-business for their organizations and have significant IT purchasing power.
According to Michael Vizard, editor-in-chief, the pub "draws the lines" between where business trends and technology trends converge. "Everyone gives you the who, what, where,
why and when. We give our readers the how by relying on our Test Center and technology insight."
Content/Contacts
The Sept. 11 attacks initiated a fundamental shift in the audience's mindset, according to Vizard. "It's comparable to taking vitamins or aspirin. One addresses a direct
problem - pain - the other is something that contributes to overall health. Right now 'vitamin' projects are being pushed to the back burner. Aspirin stories - ones that relieve
pain - are the ones getting attention."
But, he cautions, InfoWorld is still interested in hearing about new technology, especially products that address software integration issues as well as content management.
"The issue right now is that every $5 to $7 spent on software goes towards the integration and installation of the software. If you have a product that helps get that cost down it
is going to raise our interest."
Contact Vizard at [email protected] or 650/312-0613.
Pitch Tips
When it comes to pitching InfoWorld, Vizard advocates a return to the traditional practice of relationship building. He notes that the technology boom - resulting in a
cavalcade of PR blitzes, blast emails and overabundance of new technologies - altered this practice. Vizard advises PR professionals to stage compelling media events to foster
relationships with his staff. He warns that it's crucial that customers be present at these events to support the corporate story. "Otherwise, no one is going to leave their desk
for this," Vizard said.
The best way to initiate relationships with InfoWorld staff is to start with the beat reporters and section editors, the people who ultimately determine the "headlines and tone
of the coverage," he says. A full list can be found at: http://www.InfoWorld.com/about/beatroster.html.
Comments
As a result of changing technology and the economic downturn, Vizard says that PR people are overly hesitant about pitching stories nowadays, but adds, "they shouldn't be.
Don't worry about how many times you call a reporter over the course of time, as long as you call with news that is relevant and you have knowledge about your client, the
marketplace and publication," he said. And don't worry about trying to discern the pub's deadline schedule either. Vizard considers deadlines obsolete due to today's 24/7 news
cycle.
Another suggestion: pitches should ultimately address the people with a "buying mindset," Vizard says. "You're not going to do your client any good by focusing all of your
efforts getting them coverage in The New York Times if they don't have any clients."
In the Pipeline
Keep an eye out for the celebrated InfoWorld 100 issue due out on Nov. 26. This prestigious list recognizes the most innovative IT organizations in the country. Also, due out
in December are the much anticipated E-Business Innovator awards that recognize the key individuals who have had the greatest impact on the IT industry and on integrating business
needs with IT demands.
In general, the pub will continue to publish coverage of new technologies and processes for ensuring that IT supports the bottom line.