Technology firm takes magazine online

When sales reps from Forsythe Technology meet with customers, they like to offer a copy of the company’s Focus magazine amid all the glad-handing and product talk.

“We’re a very sales-driven organization,” says managing editor Matthew Royse. “When resources were tight and the magazine was considered for being cut, the sales team was like, ‘This is one of the most important things we do with our clients.'”

Curiously, though, for a $1 billion-a-year IT company that offers technology and business solutions, Forsythe didn’t offer an online version of the magazine until recently.

Now that has changed. In May, Forsythe joined the ranks of companies—carmakers, technology giants, airplane manufacturers, a sugar producer, hospital groups—that are producing print and video content for the Web to establish thought leadership and reel in customers who are typing keywords in search windows.

For IT companies, the target often isn’t the masses but a select few with the power to influence spending on major technology. These companies are establishing a voice and promoting their own experts as industry leaders.

Reaching the C-suite