InformationWeek aims to be a part of integrated programs involving several forms of media. An example: A campaign by Apani, an information security software company, involves print ads that drive readers to a research report available online. The report was created by InformationWeek's consultancy arm and sponsored by Apani.
Ryan Malone, Apani's VP-marketing and business development, said he spends most of his marketing dollars online with InformationWeek and TechTarget. “I hate print,” he said. “I think it's a waste of time for a small company” such as Apani. But Malone said he overcame his print ad aversion in this instance because of InformationWeek's brand and to see if it could boost the performance of the online campaign.
Skepticism is just one of the many challenges facing magazine publishers. “It's adapt or die for every brand in this market,” Siefert said. M