From Evangelism to Execution, the next chapter

For the last few years I’ve been evangelizing a transition from a print centric to a web centric culture at IDG. Events and print are very important components of our brands but there is little doubt that the current rapid growth momentum is with our online businesses. We’re evolving as a media company, responding to the information needs of our users and the desire of our marketers to reach active, engaged technology buyers.

The distribution of media continues to proliferate via all forms of appliances - connected personal devices such as the game changing iPhone and other smart communication devices, personal digital devices; various forms of ultra portable PCs such as the Ultra Mobile Personal Computer (UMPC); connected entertainment devices such as the Sansa Connect and potentially, future wireless devices supporting information display via electronic paper.

Today the buzz about the future direction of the technology information and entertainment industry is happening less at events such as CeBIT and more at the various wireless and mobile events such as CTIA and of course (shameless IDG plug) Macworld Conference and Expo and E for All Expo. The “Personal Computer” is becoming the Personal Communications device. It’s an incredibly exciting time to be in the publishing industry. The pace of change is incredible but exhilarating.

It’s also a tremendous honor to be asked to take over the leadership of two of IDG’s key brands – PCWorld and Macworld. Now I get to work with some tremendously talented individuals to execute on the transformation I have been talking about.

These two brands have had a remarkable history over the last 25 years – chronicling the history of the personal computer industry - providing millions of technology buyers with credible, trusted, authoritative advice in their business and personal lives. When these brands launched in the early eighties and for a couple of decades following, their content was all about the personal computer – the PC or Mac - – today the coverage has evolved to cover Personal Computing and Personal Communications in its broadest sense.
The coverage now continues to expand to cover the digital lifestyle and digital ecosystem. It’s now less about products in isolation and more about products as part of personal technology solutions.

Everything is becoming networked. We can now interact with and consume digital content – at our desk, at home, on the go – anywhere we choose. However, the good news for technology focused media companies such as IDG is that this connected utopia is still a lot easier in theory than in practice. We will have no shortage of content for a very longtime.

The Internet has had a profound impact on IDG’s business. We no longer just have the luxury of stable print products where our editors impart their knowledge of technology to a clearly defined audience. Life has got extremely messy and complicated. Thanks to the web, our audiences have been expanded by demographics and psychographics and by location. Our content has been extended so we can now cover topics and special interest areas in a manner that previously would not have been cost effective in print.

The print versus online debate misses the point. As a media company we are platform agnostic in how we deliver content whether it's print, online, via mobile devices, or e-paper or in person at conference and events. We deliver valuable information about the technology industry in whatever form our audiences want to consume it. All the different media formats have their advantages. However, in the online world we are now facilitators rather than just originators. We mesh and mash up content from original sources, from vendors and most importantly from our engaged community members.

Whether or not you buy into the hype of “Web 2.0” it’s hard to argue there has been a fundamental behavioral shift in how people interact share and create information. I firmly believe that all publishers must find ways to truly embrace and engage their communities. Brands are defined by their communities - that’s our differentiation and competitive advantage in today's world of search, aggregation and social networking.

This is an exciting time for me, for IDG and for the great teams of people behind PCWorld and Macworld. I owe a huge debt of gratitude to my friend and colleague, Jeff Edman, who has been an inspiring leader at PCWorld and who is universally loved and respected by people inside and outside PCWorld. His gift to me is a talented team of people who really care about their product. I am really looking forward to working with them all as together we have a blast developing our brands in this new digital world.

The official corporate PR will go out from IDG on Monday but now the leadership change at PC World and Macworld has been communicated to my colleagues there, it seemed appropriate to use this blog to announce the change. It’s going to be a very exciting journey ahead.

Comments

[david Nussbaum]

Congrats Colin on your new role at IDG. Stewardship of such historic and key brands certainly must be an honor for you, and a strong confirmation of IDG's confidence in you.

Also, I totally agree with your post and the dramatic changes taking place in B2B media, as well as the communications world at large. Whether you call it Web 2.0, social networking, or any other buzz phrase, its clear that users are more in control of their info and are aggressively participating in the gathering and sharing of news and info today.

The ramifications for business media are significant.

Thanks for blogging about these changes!

[Paul Conley]

Colin,
Congratulations to you and to all of IDG.
I just hope that this new job won't take you away from blogging!