'Times' showcases IDG's transition

Who is your client? What are its media goals?

Who is your client? What are its media goals?
Justin Kazmark: International Data Group (IDG) is one of the world's leading technology media [outlets], events, and research companies. We were brought on board to highlight its successful transformation in recent years to a Web-centric company.

The New York Times business section is obviously a high-profile outlet, but what made it a good target for IDG? How did you pitch the editors and reporters there?
The Times' business section is well known for its thought pieces, especially when it comes to covering the media, [so it] made a great target. We pitched reporter Steve Lohr, who has a strong technology background, via e-mail, stressing how IDG was making good on a vow made last year to transition much of its business online.

The migration of print to online is a story that's been around. What fresh angles did you bring?
What really got Lohr interested was [that] we had a number of very specific examples and proof-points to back up the success of IDG's strategy, including that its online advertising revenue was surpassing print ad revenue. We also offered an interview with IDG founder and chairman Patrick McGovern, who's extremely media savvy and was able to tell IDG's story in a very compelling way.

What was the impact of the hit?
Kazmark: The story broke the... morning [that] the influential American Business Media conference began in California, so it helped to generate tremendous buzz. The piece also triggered a great deal of follow-up coverage in the trade press and was heavily referenced by media blogs.

Name: Justin Kazmark, account supervisor, Morris & King Company (New York)

Placement: The New York Times, May 5

Pitch timeline: seven weeks

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