Computerworld's websites are very different in approach from typical consumer sites. They are not designed to sell products directly. They are not designed to maximize "impressions" on a general target audience. They are more of a lead generation service.

Several techniques are used to turn Computerworld's websites into lead generating machines, but the general rule is to frequently provide specific information in as many formats as possible, including articles, blogs, columns, newsletters, reports, white papers, RSS feeds, video and audio.

The Computerworld site is designed to get qualification information from its visitors so it can be sold to advertisers. A variety of media products are employed to gather and disseminate information.

This chapter is part of a handbook titled Multiplatform Publishing Strategy.

• Handbook: Multiplatform Publishing Strategy
• Chapter 4: Computerworld Mequoda Media Brand Study