IDG Communications rebrands as Foundry amid martech acquisition spree

IDG Communications rebrands as Foundry amid martech acquisition spree

IDG Communications, the just about 60-yr-old publisher which is property to models like PCWorld, Macworld and TechHive, is rebranding as Foundry, its president Kumaran Ramanathan completely told Axios.

Why it issues: The rebrand arrives as the corporation prioritizes its rising advertising and marketing technological innovation small business about its regular publishing roots.

  • “Perceptions can get started to transform as a result of our rebrand that we’re not just a B2B media corporation. There is certainly almost nothing improper with that, and we are definitely sticking with media. We see it as the coronary heart and soul of our organization, but it’s not the only issue we do,” Ramanathan mentioned.
  • In addition to its publishing organization, Foundry makes revenue providing expert products and services these types of as direct generation tools, party arranging, custom made webcasts and influencer outreach.
  • Foundry is a single of two subsidiaries of IDG, Inc., which Blackstone purchased for $1.3 billion last November. The 2nd is IDC (Global Info Company), a knowledge-driven investigate and intelligence enterprise. IDC is not modifying its name.


  • The title Foundry was picked out for its affiliation with generation, and the literal connections to the tech and media industries given that semiconductors and typefaces are designed in foundries, chief method officer Jason Tenenbown told Axios.
  • Tenenbown claimed the firm’s accomplishment lies in its means to hook up its individual initially-bash information with martech.
  • “We are not living in the third-party cookie info ecosystem,” he explained. “We are working with our have audiences, and the details that we harvest from all those audiences.”
  • In the previous 18 months, Foundry has acquired 4 data and know-how corporations, which includes Triblio, a martech platform, KickFire, a knowledge intelligence organization, LeadSift, a promoting intelligence agency, and most not long ago, Offering Simplified, a direct generation organization.
  • “We’re very very clear now about the direction. The way to get there quicker is to then come across the correct acquisitions,” Ramanathan reported. “With the Blackstone title previously mentioned the door, all people desires to speak to you.”

By the quantities: Ramanathan explained Foundry’s greatest source of profits is its info and computer software device, which incorporates demand era and platforms.

  • Ramanathan declined to disclose Foundry’s once-a-year revenue but explained the company as “incredibly rewarding.”
  • Foundry’s SaaS and system small business grew 51{4a5bba0ff4e6e71c77a43f702bcf67aaa905f098cd98a7212a705248916f19b8} from 2020 to 2021.
  • About 10{4a5bba0ff4e6e71c77a43f702bcf67aaa905f098cd98a7212a705248916f19b8} of Foundry’s 2021 earnings came from conventional display adverts on its web sites.
  • About 55{4a5bba0ff4e6e71c77a43f702bcf67aaa905f098cd98a7212a705248916f19b8} of its 2021 income was from outside the house the U.S.

Capture up swift: IDG, Inc. was founded by Patrick McGovern, who owned and operated the company from its inception in 1964 right until his demise in 2014.

  • Oriental Rainbow, a subsidiary of Chinese expenditure organization China Oceanwide Holdings Team, bought IDG, Inc. in 2017.
  • Very last yr, Blackstone acquired it from Oriental Rainbow.

What is actually future: It can be unclear no matter if Blackstone will consider IDG, Inc. general public or seem for yet another exit. Ramanathan claimed it really is “early times” as they are however having to know the recently appointed board.

  • “We are 3 years forward of where by we stated we would be within just one yr, and [Blackstone is] backing us with financial commitment for advancement,” Ramanathan claimed.

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