Why Would a Publisher with Own Vertical Network Hook Up with Federated?
Turns out ZDE actually does need the extra sales muscle.
DeveloperShed, Ziff Davis Enterpriseâs 12-site tech network of developer communities, has joined Federated Media, a blog aggregator and service provider that brings independent publishers into its network by offering to take on their ad sales.
The five-year-old DeveloperShed will become part of FMâs Technology federationâone of about 10 other verticals that include sports, automotive, media and entertainment, and video gaming. DeveloperShed merged with ZDE in August 2007 as the tech publisher completed its spin-out from Ziff Davis.
Twelve sites strong, one could argue that ZDE already has its own budding âad network,â and the company is no newcomer to integrated ad sales with a fleet of established products that span print, online and events.
But why would they hook up with Federated?
Itâs a move thatâs contrary to efforts by publishers that have started up their own vertical blog networks to boost their ad power (Forbes.com, and IDG, among others). Itâs also intriguing, as VentureBeat points out, in light of some big-name sites that have dropped out of Federatedâs network as they get scooped up by other, traditional publisher-backed companiesâArs Technica, bought by Wired, and Celebrity Baby Blog, bought by Time Inc.âs People.com, for example.
DeveloperShedâs 12 sites aggregate a large, IT-oriented audienceâ6 million unique visitors and 27 million page views per monthâso itâs a significant partnership for Federated, which gets a big audience and a presumably large chunk of real estate to sell.
ZDE, as it turns out, actually does need the sales muscle Federated provides. Plus, ZDE CEO Steve Weitzner tells me DevShedâs user-generated content fits with Federatedâs blog network profile. âDevShed is a subsidiary of Ziff Davis Enterprise,â he says. âIt has its own sales team and marketing addressing its audience of software developers. Historically, DevShed has maintained a small sales team to call on key accounts and has employed sales reps for mid-size and smaller accounts. The vast majority of DevShed's content isâand always has beenâuser generated, we believe it fits well with Federatedâs âconversational mediaâ approach so we have signed them up to replace our previous reps. DevShedâs direct sales team will continue to serve the sitesâ key customers.â
-- Bill Mickey is editor of Folio:. Follow him on Twitter: @billmickey
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