IDG Communications rebrands as Foundry amid martech acquisition spree

IDG Communications, the virtually 60-12 months-old publisher which is house to brands like PCWorld, Macworld and TechHive, is rebranding as Foundry, its president Kumaran Ramanathan solely explained to Axios.

Why it matters: The rebrand will come as the corporation prioritizes its rising promoting technologies business more than its standard publishing roots.

  • “Perceptions can start out to transform by means of our rebrand that we are not just a B2B media enterprise. You will find practically nothing mistaken with that, and we are totally sticking with media. We see it as the coronary heart and soul of our organization, but it’s not the only matter we do,” Ramanathan reported.
  • In addition to its publishing business enterprise, Foundry helps make dollars providing specialist services these kinds of as guide era applications, event organizing, customized webcasts and influencer outreach.
  • Foundry is a single of two subsidiaries of IDG, Inc., which Blackstone bought for $1.3 billion final November. The second is IDC (Worldwide Details Company), a facts-pushed exploration and intelligence organization. IDC is not switching its identify.


  • The identify Foundry was picked out for its affiliation with generation, and the literal connections to the tech and media industries due to the fact semiconductors and typefaces are built in foundries, main method officer Jason Tenenbown advised Axios.
  • Tenenbown said the company’s results lies in its capability to link its own very first-celebration data with martech.
  • “We are not dwelling in the 3rd-social gathering cookie details ecosystem,” he mentioned. “We are working with our individual audiences, and the facts that we harvest from individuals audiences.”
  • In the earlier 18 months, Foundry has acquired 4 details and engineering corporations, which includes Triblio, a martech system, KickFire, a data intelligence enterprise, LeadSift, a marketing and advertising intelligence organization, and most a short while ago, Marketing Simplified, a direct era firm.
  • “We are pretty distinct now about the path. The way to get there more rapidly is to then come across the suitable acquisitions,” Ramanathan claimed. “With the Blackstone identify above the doorway, every person wishes to talk to you.”

By the quantities: Ramanathan reported Foundry’s greatest source of income is its facts and application unit, which involves demand from customers technology and platforms.

  • Ramanathan declined to disclose Foundry’s annual income but explained the firm as “pretty rewarding.”
  • Foundry’s SaaS and platform organization grew 51% from 2020 to 2021.
  • About 10% of Foundry’s 2021 income came from classic display adverts on its internet sites.
  • About 55% of its 2021 profits was from exterior the U.S.

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

  • Oriental Rainbow, a subsidiary of Chinese financial commitment business China Oceanwide Holdings Group, acquired IDG, Inc. in 2017.
  • Very last calendar year, Blackstone obtained it from Oriental Rainbow.

What is actually subsequent: It’s unclear no matter whether Blackstone will choose IDG, Inc. community or glance for a different exit. Ramanathan explained it’s “early times” as they are nevertheless obtaining to know the newly appointed board.

  • “We are 3 many years forward of where by we mentioned we’d be within just a person year, and [Blackstone is] backing us with financial commitment for development,” Ramanathan said.

Kerry Flynn will co-writer the Axios Professional Media deals newsletter. Join the waitlist now.