VNU Business Publishing, the publisher of business and consumer IT magazines, is to launch a major green computing initiative. The group, which publishes Computing and Computeractive, will run the editorial campaign for three months across its portfolio of magazines, newsletters and websites.
VNU publishing director Duncan Tickell (pictured) said that while the company had been very much title-focused in the past, this initiative represented a new strategic approach. "With Computing, we have a long history of campaign-led editorial. We wanted to broaden that out into different portfolios, which is why we added the consumer portfolio to this one.
"We felt that the objectives of this campaign were every bit as applicable to a consumer audience as they were to a B2B audience, which enabled us to put together one over-arching campaign.
"Increasingly, green issues are coming to the fore in technology. We have covered areas such as power consumption, recycling and energy saving individually, but the aim of this campaign is to bring those elements together."
While all relevant content will be brought together in a dedicated crosstitle microsite, editorial will be different in each magazine.