IBM Systems magazine

Challenge: The IBM Server and Technology Group (ISTG) wanted to take the success of its iSeries magazine published by MSP TechMedia and replicate that publishing model across its server division. In the past, two of ISTG's other server brands (pSeries and zSeries) published magazines, but escalating costs and a lack of publishing consistency put an end to both projects.

Solution: MSP TechMedia went to work, and in the span of three months we created a team of subject-matter experts both within ISTG and outside the company to help craft compelling editorial content for two new magazines. MSP TechMedia also conducted extensive research on the ISTG server business partner community looking for prospective advertisers to help subsidize the cost of the publications through display advertising.

Results: Three years later, MSP TechMedia continues to produce three distinct publications for ISTG's customers. Both of the newer publications are a hit with ISTG and its customers, with 80 percent of readers proclaiming the content of the publications is "valuable" or "very valuable" to their work. MSP TechMedia also has increased business partner advertising by 20 percent throughout the last three years.

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