'Industry Standard' to return in blog format

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New York—The Industry Standard, a business magazine that soared during the dot-com boom of the late 1990s only to come crashing down and close in 2001, will return as a blog and community Web site in December, said Bob Carrigan, CEO of IDG Communications.

Speaking at’s Future of Business Media conference in New York on Tuesday, Carrigan said IDG will relaunch the Industry Standard as an "experiment" that would feature bloggers, editorial content and user-generated content.

"We're bootstrapping it," Carrigan said. "Our attitude is: Why not? Let's have some fun with it." He said the site already has a sponsor, which he declined to name.

Carrigan made his comments during a session titled "Technology Business Media," in which panelists discussed how technology publishers are adapting to an ever-changing media environment.

"Blogs have become part of the ecosystem online," said Om Malik, who runs the influential blog GigaOm and is a former senior writer for Business 2.0. “The question is: Do companies trust the people writing the blogs? That's the biggest challenge."

Neil Ashe, CEO of CNET Networks, said blogs are an effective way for media companies to "import and export" content, but they may also harbor pitfalls. "What we learned (about blogs) is that there are steps you're comfortable with and some steps you're not comfortable with, and this may not be something that's the right size for us,” he said.

—Matthew Schwartz

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