It’s a crowded space, but IDG Consumer & SMB is betting there are still underserved channels in personal tech media. The group is launching a site aimed at Android users, Greenbot.

Greenbot will focus on how-to and context, as opposed to the newsy or overly-technical analysis offered by competitors, says Bob Melk, president of IDG Consumer & SMB.

"The competitive space is full of Android-related content, but what we see tends to come from two types of sources: One, very broad tech sites that aren’t speaking directly to Android enthusiasts and, two, very narrow vertical Android sites that do speak to those enthusiasts, but have poor editorial quality," he says. "We see an opportunity to directly appeal to people who are a little more sophisticated in their interest in the Android platform [but] we won’t be the geekiest site in the market."

While there’s a distinct market for Android advertisers—one growing faster than the ad base for any other platform, Melk says—Greenbot also offers scale to buyers in other areas of IDG’s network: PC World, Macworld and Tech Hive.

Greenbot’s also looking at editorial synergies between the brands, Melk says.

In fact, part of the reason for the launch was the performance of the Android-specific content already served on Tech Hive-content like that will live on multiple sites, though Melk says Greenbot will rely primarily on original content from its staff of four dedicated editors and a number of freelancers.