IDG’s ‘CMO’ Expands Online Offering

BOSTON CMO magazine has launched an online editorial content program for corporate marketing executives. The initiative includes a series of on-demand Webcasts and electronic newsletters.

“Chief marketers are interested in material delivered through multiple channels. Utilizing the Web as a channel for reaching CMOs and other senior marketing executives is one way we are meeting the growing needs of these busy and in-demand corporate officers,” said CMO editor-in-chief Rob O’Regan.

The first Webcast, “Innovative Influencers: Harnessing the Power of Word-of-Mouth Marketing,” debuts today. It features Dave Balter, founder of BzzAgent (a Boston-based marketing agency), who talks to O’Regan about his company’s efforts in the growing field of word-of-mouth marketing. According to Balter, “What we allow [our agents] to do is accelerate and augment the word of mouth they’d naturally create. It might be telling a co-worker about a restaurant or inviting some co-workers to lunch there. We do this all the time, every day, but being conscious of it helps you feel and understand the right times to do this.” Accela Communications hosts and produced the offering.

The CMO program also features a quartet of free e-newsleters. The weekly CMO Advisor, which uses content from the magazine’s Web site, debuted in September. New this month: Now Playing, a Friday wrap-up of marketing news; CMO Branding, containing features, case studies and metrics; and CMO Opinion, which includes commentary and analysis on marketing topics from a range of industry experts.

CMO is published by CXO Media, a subsidiary of IDG in Framingham, Mass.

—Adweek staff report