The formation of VMG is a departure for 1105, which created an umbrella group called the 1105 Enterprise Computing Group (ECG) to house both VMG and the Redmond Media Group.
Henry Allain, president of ECG, explained that virtualization is “outside of our typical niche, which historically has been the Microsoft marketplace.” The Redmond Media Group is a portfolio of four magazines, nine Web sites and multiple events and newsletters serving the Microsoft customer, developer and partner communities, but VMG opens the door for 1105 Media to IT horizons beyond Microsoft Corp.
Conceptually, virtualization maximizes computing resources by allowing a single computer or server to run multiple operating systems and applications simultaneously but separately, as if each one were a single, secure machine. Most major technology vendors are aggressively developing products and solutions in this area.
With its broader mission, ECG can be the home “for future enterprise IT acquisitions or organic launches that will arise in the future,” Allain said. “I see this as the front end of some really great and exciting things to come.”
Virtualization opens up many entirely new advertising and sponsorship targets for 1105 Media. “There is an entire industry growing up around this technology, and many of the largest IT vendors are committing significant resources to take advantage of it,” Allain said.
On the competitive front, “there are some terrific Web sites and events already established, as well as a significant amount of blogging dedicated to virtualization,” Allain said. However, he added, “We have yet to identify a single media outlet that is taking the approach that we are in this market, [which is] a fully integrated offering that includes print, live events, Web site and custom media opportunities.”
The print magazine, Virtualization Review, is to debut in March with an initial circulation of 40,000. It will move to a monthly publication schedule with the July issue. The Web site is scheduled to launch in the first quarter, and the premiere virtualization event is planned for fall 2008.
Readers of Virtualization Review will be “very senior people—specifically, C-suite and upper IT management—from large organizations of 5,000-plus employees,” Allain said. In addition, about 25% of the circulation will be high-end system administrators. “We find that these folks can be instrumental in driving decision-making up the chain,” Allain said.