Penton Launches First Wave of Next Generation B2B Websites

Nine Agricultural Sites Debut New Functionality and Features Collaboration Effort with HUGE, Inc.

Sep 09, 2010, 09:00 ET from Penton Media, Inc.

NEW YORK, Sept. 9 /PRNewswire/ -- Sharon Rowlands, CEO of Penton Media, Inc., announced today that the company has begun the relaunch of its business-to-business Websites with nine sites within its Agricultural Group.  These completely redesigned and reengineered sites, in collaboration with the digital design and technology company HUGE, are the effort of a year-long investment and are the first of dozens of Penton sites that will relaunch in the coming months.

(Photo: )

(Photo: )

"These redesigns are far from being merely cosmetic; they have been designed to serve readers, who will be able to quickly access relevant content and solve business problems," said Ms. Rowlands.  CEO Rowlands said that Penton conducted months of market research as well as reviews of taxonomies and workflows for the company's editors and contributors.  

The Penton Agricultural Group reaches the large producer, grower and rancher with high income, large livestock inventory and high acreage commercial operations that are responsible for 85% of the total farm revenue and net farm profit in the U.S.  

"You might say that we started from scratch – except for the rich content we already own – knowing that our goal was to attract more users, make the user experience more robust, and have a much more modular component architecture that enables editors to introduce new features," she explained.  "The work takes us from the legacies of magazines' companion sites to providing full-fledged Web-first products."

With easy and precise search tools the reader will be directed to more information with fewer links while at the same time enhancing messaging and branding potential.  The sites provide smooth and easy navigation to relevant topics, with quicker updates and fresher content.  There is also the opportunity for content within the interactive media realm such as blogs, video (including HD), podcasts and webinars.  

Part of Penton's Agricultural Group, four regional sites have already been relaunched:

The remaining five sites are set to launch over the next several weeks:  

HUGE partner Aaron Shapiro explained, "There were three overarching requirements for the transformation of the sites.  These include the ability to evaluate and compare products; access reference, training and how-to materials; and utilize best in class digital business practices."

"Our Websites will no longer be strictly navigation based," said Nino Tasca, vice president, Internet technology.  "We have changed the functionality so that there is a better relationship between the user and the content.  As Penton continues to launch the other sites within our vertical markets, we will leverage that relational data so both our advertisers and readers have a superior digital experience."

About Penton Media

As a leading, independent, business-to-business media company, Penton knows business and how to create and disseminate the vital content that moves markets. Penton is where professionals turn to gain the critical insight, expert analysis, and relevant connections needed to compete and succeed. Headquartered in New York City, the privately held company is owned by MidOcean Partners and U.S. Equity Partners II, an investment fund sponsored by Wasserstein & Co., LP, and its co-investors. For additional information on the company and its businesses, visit


Jill Baldassano


SOURCE Penton Media, Inc.