TechTarget ranks ninth nationally in b-to-b online advertising dollars spent.The spin-off internet firm, TechTarget, of the pioneer newsletter company United Communications Group (UCG UCG United Church of God UCG Underground Coal Gasification UCG University College Galway UCG Unified Communications Group (Microsoft) UCG Universal Command Guide for Operating Systems (Guy Lotgering book) ) of Rockville, Maryland Rockville is the county seat of Montgomery County, Maryland, United States. According to the 2006 census update, the city had a total population of 59,114, making it the second largest city in Maryland. , is ranked ninth in terms of business-to-business advertising dollars spent. Less than two years after it was founded, TechTarget.com (NL/NL 11/30/00) has moved into the overall top 10 rankings- those most commonly named by media buyers and advertisers as their top buys during both good times and bad, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. B to B, the magazine for marketing and e-commerce strategists. The top ranking goes to The Wall Street Journal and WSJ WSJ Wall Street Journal WSJ Wisconsin State Journal (Madison, WI) WSJ Web Services Journal WSJ Winston-Salem Journal (North Carolina) WSJ Wagle Street Journal (Kathmandu, Nepal blog) .com, but Tech Target, located in Needham, Mass., has attracted those IT advertisers who want to reach a very specific and pre-qualified audience. Since it was founded in early 1999, Tech Target has grown from three sites to 25, from 75 advertisers to 500, from 40,000 registered users to 1.35 million, and from six editors to 72. UCG provided the initial funding for Tech Target (NL/NL 3/31/01). Just two months ago Tech Target secured $30 million in series A funding from a group led by UCG and Polaris Ventures Partners which includes Roger Marion, co-founder of EMC (1) (EMC Corporation, Hopkinton, MA, www.emc.com) The leading supplier of storage products for midrange computers and mainframes. Founded in 1979 by Richard J. Egan and Roger Marino, EMC has developed advanced storage and retrieval technologies for the world's largest companies. Corp. B to B magazine cited the unique approach that Tech Target takes as the key factor in attracting advertising dollars. "While horizontal portals try to be everything to all information technology people, Tech Target takes the opposite approach," B to B stated. "It slices the IT universe into 23 narrow markets and hosts a web site for each with content ranging from Linux platforms to middleware Software that functions as a conversion or translation layer. It is also a consolidator and integrator. Custom-programmed middleware solutions have been developed for decades to enable one application to communicate with another that either runs on a different platform or comes from a applications to storage technologies." Since its launch, TechTarget has sought to build affinity for its carefully selected niches by first aggregating stories and information from other sites; more recently it has begun to generate its own content. Greg Strakosch, CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of Tech-Target, contends that the operation is similar to a newsletter operation. "I've published news letters for 12 years and we're just doing it on the web." He reports that the portal is now producing as much original content as Information Week or Computer world. John Clavin, executive vice president-marketing for Storage Networks Inc., said that before Tech-Target it was extremely difficult to get the targeting needed from the media. "Now Tech Target is our #1 or #2 provider of qualified leads," he said. 117 Kendrick St., Needham, MA 02494. |
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