MOUNTAIN VIEW, CA: Red Herring, a key magazine of the late 1990s tech boom that eventually went bust with much of the industry that it covered, was revived last week as a website.
The relaunch is being led by European IT entrepreneur Alex Vieux, who bought Red Herring in April, just months after the magazine ceased publication. The company has retained Text 100 as its agency of record. The brand revival isn't coming in the form of a print publication. Instead, it will take the shape of a news site that will be complemented with newsletters, events, and research.
"Our editorial focus takes a deeper look at the way technology is transforming businesses from Silicon Valley to Bangalore to Tel Aviv," said James Daly, who is leading an editorial team that consists in part of former Red Herring staffers.
The original Red Herring made its name covering Silicon Valley's venture capital community. It defied the predictions of many analysts, lasting years after the demise of competitors such as The Industry Standard.