IDG Provides IT Marketers New Resources To Address The Challenging Business Climate

BOSTON, MA – DECEMBER 10, 2001 – As the technology industry closes the most challenging year in its history, International Data Group (IDG), the world's leading technology media company, has launched the most comprehensive collection of research tools and information resources to help technology companies better understand the market, their customers and the IT purchase process. Recognizing the challenges that technology marketers face today – of deploying marketing budgets across multiple communication channels and increased pressure to reach customers that drive revenue growth to the bottom line, IDG has developed white papers, webcasts, telebriefings and various editorial events to educate marketers and help the industry recover its growth.


"With drastic changes in how marketers are allocating their budgets and a strong need to reach more focused audiences to attain a higher ROI, technology marketers require a deep level of understanding of customer segments – the drivers for today's technology purchase decisions," said Kelly Conlin, president and CEO of IDG. "As the market leader, it is a high priority for IDG to identify this critical information and communicate it to our customers efficiently and effectively."

There is no doubt that technology companies are increasingly stringent with their marketing investments and marketers are in need of select, high-value marketing opportunities to sustain their competitive advantage during this economy. Based on its 37-year history and knowledge of the technology market, IDG has launched a series of webcasts and telebriefings that reflect industry research conducted by IDC and other IDG businesses helping to forecast technology spending trends in specific market segments. IDG has also commissioned a series of white papers aimed to help technology marketers navigate the challenges of reaching customers in today's uncertain economy. These resources will help marketers understand current market dynamics so they can identify, target and reach the core buyers who will make an impact on their business during these challenging times.

The IT Market Ahead

Building on an initial telebriefing released in October, IDC will host an executive telebriefing "Minority Opinion: A Worst Case Scenario for The IT Industry After September 11," on December 11 from 11:00 a.m. to 12:00 p.m. EST. Geared toward technology marketers, it will provide top level IT industry forecasts, review an alternative worst case scenario for the IT industry and examine how IT trends might be different in a bleaker economic environment. To register, visit

IDG also produced a webcast "The IT Market Ahead" featuring IDG Chairman and Founder Pat McGovern and President and CEO Kelly Conlin that presents an analysis of the IT economy post-September 11. Webcasts such as this serve as a tool to help technology marketers understand what to expect in the short-term and how to plan for the long-term. John Gantz, IDC's sr. vice president and chief research officer, examines IT growth trends during national crises such as Desert Storm and the Internet Stock Crash, and compares them to the current state of affairs post-September 11th. Gary Beach, group publisher, CXO Media Inc., shares the results of the latest CIO Magazine Tech Poll – a valuable tool used to gauge technology growth trends. Register at to view this webcast now.

Back to Basics: Successful Technology Marketing in an Uncertain Economy

The first in an upcoming series of white papers, IDG developed "Back to Basics: Successful Technology Marketing in an Uncertain Economy", as an advisory tool to help technology marketers recalibrate their branding, advertising and sales support strategies. The white paper covers four fundamental drivers of IT marketing in today's climate. The most notable driver – a new concept introduced for the first time in the white paper – is the "Information Network Effect" (INE). The INE is what results when technology buyers, who are overwhelmed with messages on a daily basis, build their own customized networks of information sources to efficiently access and prioritize the data needed to make purchasing decisions. For marketers, understanding the INE concept is key to making the most effective and efficient marketing investments. To download a copy of Back to Basics, visit

Perspectives on the Future of the IT Market

A series of editorial briefings in Boston, New York, San Francisco and San Jose brought together senior editors from CIO, Computerworld, InfoWorld, Network World, and PC World to discuss how technology buyers are responding to a slumping economy, the events of September 11, and what they see driving IT planning and purchases. Drawing more than 300 technology marketers and advertising professionals, these events helped the audience "get into the minds" of the 2.2 million technology buyers that IDG's publications reach via the editors who know these buyers best. To view a tape of the New York briefing, visit

About International Data Group

Headquartered in Boston, International Data Group (IDG) informs more people worldwide about information technology than any other company. With annual revenues of $3.1 billion, IDG is the leading global provider of IT media, research, conferences and events. IDG publishes more than 300 newspapers and magazines in 85 countries, led by the Computerworld /InfoWorld, Macworld, Network World, PC World, and CIO global product lines. IDG offers online users the largest network of technology-specific sites around the world through (, a gateway to IDG's 330 websites powered by more than 2,000 journalists reporting from every continent in the world. IDG also produces 168 technology-related events including IDG World Expo's Macworld Conference & Expo. Research company IDC provides global marketing intelligence and analysis through 51 offices in 43 countries. Company information is available at