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Media Kit

2009
© 2009 DZone, Inc. All Rights Reserved.
 OVERVIEW
Reaching Tech Professionals in 2009
ith less time and money to build smart and
secure software, development professionals
are under more pressure than ever before.
Technology innovation continues at a fast pace, but
the state of enterprise development is at a
challenging point in its evolution:

Skill gap for new programming paradigms: Agile, Cloud, SOA

Security, Storage, Speed, and Mobility considerations
Scalable, unbreakable, distributed, real-time
Continued adoption of Linux and Open Source technologies
Architecture challenges in enterprise, integrating technology
across the design, build, deploy, manage lifecycle

The DZone Network: DZone is Growing Fast

Our Unique Value to Marketers (millions of page views per year)

50 million
We know developers. For over 12 years, Rick Ross 50
and our team of developer 'zealots' have been 40
innovating, tweaking, and pushing the online
developer community to new ways of learning and 30
collaborating. Our history started in 1997, with the
20
birth of Javalobby, a grassroots community for Java
developers. Today, the DZone Network has grown 10
into a thriving community for all development
professionals. 0
2006 2007 2008

The DZone Formula

Leverage Web 2.0 technology to get our members what
they need the way they want it (social bookmarking,
RSS, rich media learning, and more)
Pursue and publish domain experts across all platforms
and languages (12 years in the business with friends that
have the expertise to get the job done)
Deliver membership benefits with real value (Refcardz
have been downloaded FREE by our members over
300,000 times)
If you build or manage serious websites
and applications, then DZone is for you. Our
free, up-to-date technology resources help you
solve problems and get the job done quickly.
DZone's communities provide a place to find
like-minded professionals, share
ideas, improve your skills and get
the answers you need.

Change, innovate, change again (we were the first to Rick Ross
create a social link and voting system customized for President, DZone
developers – we plan to be the first again)

2009 Media Kit 2

DZone, Inc. Tel +1.919.678.0300 www.dzone.com
 FROM THE EDITOR’S DESK
Our Mission: To Serve the Enterprise Developer Community
Zone brings together a talented team of technology editors and contributors that work hard to keep its
audience current on important technology issues. We engage industry thought leaders, innovators and
practitioners to bring you the most compelling technical content, thought-provoking discussions and
practical advice. Our editorial strategy is simple – to provide high quality resources that help developers,
architects and software managers succeed on their projects.

2009 Editorial Calendar

Our editorial strategy is simple –
In 2009, DZone will focus its coverage on key to provide high quality resources that help
technology areas that are not only impacting how developers, architects
we build our applications today, but are and software managers
revolutionizing how software will be built over the succeed on their
next decade and beyond. projects.
Open Source Adoption – Open source projects will continue
to drive innovation in 2009 and new open source business
Nitin Bharti
models will emerge. Choosing and integrating the right OSS Vice President and Group
packages will be a key area of DZone’s coverage in 2009. Publisher, DZone
Key topics: Eclipse Platform, Web frameworks, Tooling

SOA & BPM – Effective SOA governance and the consolidation

of software ‘silos’ will be paramount to preserving the bottom
line. DZone will continue to provide software architects
The DZone Communities
with practical guidance on how to build loosely-coupled,
rules-driven applications that quickly adapt to change.
.NET Zone NetBeans Zone
Key topics: SOA Governance, REST, Complex Event Processing Agile Zone PHP Zone
Architects Zone Ruby Zone
Virtualization & Cloud Computing – The ‘Cloud’ has already Book Zone Server Zone
begun to revolutionize how we design, deploy and manage
our business applications. In 2009, DZone will keep a close
Eclipse Zone SOA Zone
eye on the evolution of this market. Key topics: Amazon EC2, Groovy Zone SQL Zone
Google App Engine, Parallel computing, Scalability Javalobby Web Builder Zone
JetBrains Zone
RIA & Ajax – Improving usability and data integration will be
key drivers of RIA-based development in 2009. DZone will
show Web developers and designers how to build the next
killer application with the latest technologies. Key topics: Ajax b2
.0
we
frameworks, Flex/AIR, JavaFX, Silverlight, Mash-ups, Web 2.0

Agile – Agile adoption will reach a tipping point in 2009, and

organizations will need more pragmatic guidance on how to
effectively combine people, processes and tools to deliver
quality software. Key topics: Agile case studies, Scrum, MARKETING TIP #1
Continuous Integration, Test-driven development
Always use a call to action in banner
advertising: download now, click to
watch, show me how etc.

2009 Media Kit 3

DZone, Inc. Tel +1.919.678.0300 www.dzone.com
 REFCARDZ
Cheat Sheets for Tech Professionals

I
n 2009, software development professionals
will need to keep their tech edge razor sharp
in order to compete in a challenging economic
climate. Having the right skills and the right tools
will be critical – DZone Refcardz are just the right
solution. Written by best-selling book authors and
project leaders, DZone Refcardz provide practical
guidance on key enterprise technologies and
approaches in an easy-to-read, intuitive format.
Over 40 titles, with a new release every week
400,000 downloads to date
75,000 subscribers and growing fast
3 out of 4 come back for more

2009 Refcardz Editorial Calendar What the Experts are Saying

Some of the Refcardz that we’ll be publishing this year include: Refcardz are exactly what busy developers
RIA need - simple, short, and to the point.
Adobe AIR/Flex James Ward
JavaFX Adobe, Adobe Flex Technical Evangelist
Silverlight
Ajax Frameworks
Architecture
Good way to pick up a technology if they're
SOA Design Patterns
Scalability & High Availability just getting started, or even as a quick
Virtualization reference for the more knowledgeable.
Cloud Computing Jason Gurtz
.NET Norwich Public Utilities, Senior IT Specialist
Visual Studio
ASP.NET
Windows Presentation Foundation
With DZone Refcardz, the information you
Sharepoint need right now is at your fingertips. You
Java have the essential facts, carefully picked
Java Web Frameworks (Spring, Seam, JSF, Grails, etc.) and honed to be as useful as possible.
Java concurrency Jon Skeet
Java EE 6 Author of C# in Depth
Dynamic Languages for the JVM (Ruby, Groovy, Scala, etc.)
Eclipse
Eclipse Plug-ins
MyLyn / Tasktop MARKETING TIP #2
Eclipse RCP
OSGi / Equinox Focus on a common pain point for
Methodologies developers that YOUR product solves.
Agile Software Development Speak in specific, technical terms.
Scrum

2009 Media Kit 4

DZone, Inc. Tel +1.919.678.0300 www.dzone.com
 AUDIENCE PROFILE
An Engaged, Loyal User Community

D
Zone maintains a strong and recurring connection with its audience. DZone links is a one-stop shop
for software professionals seeking the latest, most relevant collection of content from around the
developer web and serves as the homepage for many software professionals.

Readers flock daily to the DZone communities to read the latest articles, news announcements and advice
columns written by an editorial staff of technology practitioners, as well as to participate in the highly
engaging discussions occurring between fellow technology professionals.

Traffic and Membership Professional Audience

Primary job function by percent

Graphic Designer,
Monthly Page Views 4,200,000 Web Designer
QA, Testing,
System Admin 5% Programmer,
Monthly Visits 2,500,000 7% Developer
35%
Executive Level,
Unique Visitors 1,070,000 Development Manager,
Technical Team Lead
Members 382,000 18%
93%
Newsletter Subscribers 100,000
87%
(Source: Google Analytics, 2009)
86%
Architect, Software Designer
79%
(Source: DZone Registration Form) 35%
85%

Global Reach Company Size

Geographic distribution by percent By number of employees

Europe
37.24% Small (1 to 49)
Large (1,000+) 42%
29%
Asia
11.84%
Americas
46.89%

Africa
Oceania
1.04% Medium (50 to 999)
2.88% 29%
(Source: DZone Registration Form) (Source: DZone Registration Form)

2009 Media Kit 5

DZone, Inc. Tel +1.919.678.0300 www.dzone.com
 ADVERTISING
Targeting the Right Message to the Right Audience the Right Way
ere at DZone we take our job seriously when it comes to advertising. Our development professionals are
unique in their likes and dislikes and we aim to work with vendors to create an exchange of information
that is useful, targeted, and beneficial to our community and our advertising customers. Contact us
today to discuss which programs will produce the best results for your campaign.
Web Banners
DZone banners are strategically placed in key “hot spots”
on every Network page. With over 4 million page views
each month, DZone can deliver strong reach and impact
for you banner campaigns.
Rich Media Leaderboard 728 x 90
Rich Media
Rectangle
300 x 250
Sponsor Logo DZone Refcardz
The DZone Refcardz
sponsorship program
delivers the ultimate in
targeted marketing. Your
front page ad and logo are
delivered to thousands of
eager audience members
on the topic that means
business for you. Please
Page One
Ad Unit ask about our custom lead
243 x 198
generation programs for
Refcardz sponsors.
DZone, Inc. Tel +1.919.678.0300 www.dzone.com
Demand Generation
The DZone CPL (Cost Per Lead) program is designed to attract
a qualified technical audience to your expert content and to
deliver leads. White papers, webinars, podcasts and trial
downloads will get promoted within our express request
system and across the DZone Network.
Your Your
Podcast Webinar
Your
Whitepaper
Listen to Podcast Here GO View Webinar Here GO
Custom Content
Here at DZone, content is
king. DZone offers high
quality sponsored content
opportunities for putting
your experts in front of the
DZone audience. We work
closely with you to produce
quality content and deliver
to a targeted audience. We
have the expertise to deliver
professional quality tech
chat videos, podcasts,
presentations, “spotlight” feature articles and more.
Call us today to build thought leadership and new customers
with quality sponsored content programs from DZone.
MARKETING TIP #3
Post useful and informative
announcements and NOT press releases.
Developers don't read press releases.
2009 Media Kit 6
 ADVERTISING
DZone Programs and Material Specification
Sponsorship Unit
Rich Media Rectangle
Rich Media Leaderboard
Premium Newsletter:
Sponsorship-Masthead Position
Premium Newsletter:
Sponsorship-Feature Position
Sponsored Text Link
Dedicated Email Blast
Cost Per Lead (CPL) Program
Sponsored Refcardz
Sponsored Tech Chat
Sponsored Podcast
Sponsored Screencast
Sponsored Topic
DZone, Inc. Tel +1.919.678.0300 www.dzone.com
Description
See page 6 for examples
See page 6 for examples
Sent regularly to 90,000 DZone newsletter subscribers
Sent regularly to 90,000 DZone newsletter subscribers
This link runs in a high visibility ad unit to the right of the
feature stack.
90,000 DZone opt-in members
Note: List is cleaned regularly and it’s pure Java developer targeting.
White papers, videos, podcasts
The Refcardz series is professionally published by DZone.
Written by industry experts and promoted as a key benefit
to DZone membership, Refcardz delivers a highly targeted
access to an audience of developers learning about a key
technology. The sponsorship is exclusive and will last for
the life of this version of the Refcard (6 months).
The DZone editorial team will record an expert from the
sponsors company presenting on a key technology topic.
Once recorded, the presentation will be professionally
edited and promoted on DZone for 30 days across targeted
zones as a featured spotlight.
Exclusive sponsorship of key topic and tagged content for
90 days. Sponsors ad unit appears on every page tagged
with key terms, including original content pages and
DZone.com’s user-submitted links. Sponsors provide a key
list of assets including whitepapers, webcasts, podcasts etc.
Material Specifications
300 x 250 rectangle banner
30KB flash, 15 seconds, 4 loop max- ROS
728 x 90 leaderboard banner
30KB flash, 15 seconds, 4 loop max- ROS
Premium masthead position, 50 character
headline, 300 character body text, 88 x 88
graphic, screenshot in a standard 4 x 3 ratio
(approx 160 x 120), active URL for linking
Premium position between feature one and
feature two. 50 character headline,
300 character body text, 88 x 88 graphic,
screenshot in a standard 4 x 3 ratio (approx.
160 x 120), active URL
1 headline up to 35 characters
2 lines of body text up to 35 characters or less
each line
1 display URL
Custom HTML provided by sponsor
Up to 3 assets in pdf format
Headline character count - 55 to 75 characters
Abstract character count - 250 characters
Note: character counts include spaces
High resolution, sponsored logo on transparent
or white background
Page one ad box unit
3 3/8” wide x 2 3/4” tall (243 x 198 px)
Access to technical expert at industry event or
by appointment
Sponsor must provide a list of assets/links with
25 character headline & company logo
2009 Media Kit 7
 CONTACT
Contact Us
DZone, Inc.
1251 NW Maynard, Suite #300
Cary, NC 27513
919.678.0300
888.676.7350 fax
Website: www.dzone.com

For sales inquiries, contact: sales@dzone.com

For general inquiries, contact: info@dzone.com
For editorial requests, contact: editor@dzone.com

Rick Ross Shana Deane

President VP, Sales and Business Development
919.678.0300 x 104 919.678.0300 x103
rick@dzone.com shana@dzone.com

Matt Schmidt Wei Ling Chen

VP, Technology Community Manager
919.678.0300 x 102 919.678.0300 x105
matt@dzone.com weiling@dzone.com

Nitin Bharti
VP, Group Publisher
919.678.0300 x101
nitin@dzone.com

Select Sponsors
AboutObjects Coverity Klocwork SAP/Business Objects
Active Endpoints Danube Manning Publications SlickEdit
Actuate Embarcadero Maxworks SmartBear
Adobe ESRI Microsoft SoftwareAG
Atlassian FlexGantt Mindreef Sun Microsystems
Altova Genuitec Netbeans Sun Studio
Appistry IBM Pervasive Sybase
Aspose ICEsoft Progress Software Syncfusion
Cacheonix Intersystems Quest Verisign
ComputerJobs JavaOne Rackspace Wakeleo Consulting
ClimberDotCom JetBrains Red Hat/JBoss

2009 Media Kit 8

DZone, Inc. Tel +1.919.678.0300 www.dzone.com