Independent tech bloggers may have a new ally in the online world. The International Data Group today announced the creation of the IDG TechNetwork, an online group that helps marketers place their ads on independent blogs.
“IDG has been a media network for many years with over 400 owned and operated Web sites,” IDG TechNetwork vice president of sales and business development Kevin Normandeau wrote in an e-mail to FOLIO:. “Now, IDG is taking our knowledge of the technology channel and extending it to the benefit of our advertisers and top quality independent publishers and bloggers.”
The IDG TechNetwork will represent independent technology Web sites and user groups to a stable of advertisers looking for exposure in carious technology categories. In return, IDG and publishers will evenly split ad revenues, Normandeau says, and publishers’ content will be distributed on relevant IDG media and partner Web sites.
According to Normandeau, many independent publishers “do not have enough resources to generate the true revenue potential of their brands,” and this revenue partnership will help them “build their businesses.”
So far, IDG has approved 100 bloggers for the network, covering topics including security, mobile, networking and gadgets. IDG editors must review and approve each participating site.
San Francisco-based tech industry search engine service Technorati is said to be launching its own blogger advertiser network. A Technorati spokesperson could not immediately be reached for comment.