VMware launches digital publication to build awareness among better-known competitors

Microsoft, Amazon and Google each offer software and services in the cloud and virtualization space. So does Dell Technologies subsidiary VMware. To stand out among the competition and reach a new target audience of business decision-makers, VMware developed and launched a digital platform—Radius: Stories at the Edge.

The digital publication’s success has earned VMware first place on the “Digital Publication” category of the 2016 PR Daily Awards.

Radius, a digital publication designed to engage an audience of business decision-makers with compelling company news and thought leadership, was developed with an assist from PR agency Weber Shandwick. It was launched at VMware’s’s largest annual conference, VMworld. By the end of the 2015 event, Radius had become VMware’s primary communication vehicle, used for everything from executive thought leadership and customer perspectives to industry trends and company announcements. 

Employing both paid and owned media, the Radius team was able to extend the reach, lifespan and relevance of its content. The results include more than 2 million page views and more than 1.8 million visits — over 1.1 million of them unique. Visitors spend close to five minutes on Radius, which indicates they’re spending time reading content. More than 42 percent of visitors are returning readers, suggesting the publication has become a go-to resource. 

Congratulations to the team behind Radius: VMware’s Joan Stone, Nicole Valencic, Amy Plunkett and Morgan O’Leary; and Weber Shandwick’s Luca Penati, Kelley Campau, Judy Daniel, Karrin Varucene and Marco Leone.