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Media Power 50: No. 8 CNET Networks

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CNET Networks is generally known as a tech site designed for consumers looking to compare PCs or digital cameras. But the company also boasts several robust sites for IT professionals.

These prime destinations are: a tech news site at one of the Web's most-coveted URLs, news.com; a site for product and service research at ZDNet; and a community site for computer industry professionals at TechRepublic.

"They are a strong thought leader in the space," said Mike Paradiso, global media director at Computer Associates International. "They're constantly evolving, and they've been on the cutting edge as far as introducing new ad units."

Chas Edwards, VP-sales and marketing for CNET's b-to-b portfolio, emphasized that the company has much to offer b-to-b marketers. "The power of CNET's b-to-b properties to a marketer is our ability to combine bigger reach than almost anywhere else and combine that with relevancy targeting," he said.

Edwards pointed to several innovative communications tools that CNET offers to b-to-b marketers. One key tool, he said, is ZDNet's Power Center, which gathers white papers, case studies, webcasts and other resources. Sun Microsystems, for instance, included a white paper titled "Ten reasons to move to Solaris 10."

In order to provide the editorial content decision-makers want, CNET has the advantage of BT Trax, a reporting tool that helps ZDNet determine what readers are interested in and then marshal its editorial staff accordingly.

Noting that most print publications create an editorial calendar a year in advance, Edwards said, "This is real time." -S.C.

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