New York--Ziff Davis Media on Wednesday announced the launch of Baseline Business Information Services (BIS). A brand extension of Baseline magazine, the new business unit will develop custom sales tools to help technology suppliers market their products and services more effectively. The unit also will develop tools for companies that want to calculate returns on technologies in which they invest. "Baseline's detailed case studies and innovative tools are unique among technology and business publications," said Robert F. Callahan, Ziff Davis' chairman-CEO, in a statement. "It's a natural next step to extend our expertise into a business services division." The move is similar to one that CMP Media's InformationWeek made earlier this year, when it launched a services arm in partnership with Emergeon, a professional services firm.