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Watch this column for the latest tricks, tips, and trends for marketing to engineers.

karen_polaroid.pngThe EE Journal Marketing Insider is a new feature of EE Journal - designed specifically for high-tech marketers. We at EE Journal have more than a decade of experience working with dozens of companies on hundreds of online marketing campaigns - all targeting the engineering community.  

During those ten years, we have gained significant insight into what makes a successful marketing program in the engineering world, and we want to share that knowledge with you. Watch this space for regular articles that will help you kick your marketing programs into high gear, and sign up for our Insider email newsletter that will bring you the latest each month.

-- Karen Simon, Director of Digital Marketing Solutions
and Business Development

Effective Storyboards for Tech Videos

by Karen Simon

What is a storyboard? A storyboard is a visual plan depicted by cells or frames. It shows the video crew how the flow of your video should go.

Why Storyboard? If you are hiring a production team, you want to make the most of your time with them. If they get paid by the hour, you wouldn’t want them to leave and then come to realize that you forgot a crucial element of your story.

Storyboarding helps you plan your content so it matches the time designated for the video.

Storyboarding helps you plan the resources that will be required; cast, costumes, props, graphics, stock video or photos, background music, sound effects, etc.

A good storyboard will help you budget for the video. It will give you an idea of how long the video will be and what resources will be required, such as the need to purchase music, graphics, etc.  Read More


Top Video Styles Technology Companies Are Using

by Karen Simon

Reports suggest that video is 53 times as likely to be found organically on search engines as other types of content. But not all videos are created equal.

There are many types of video styles and techniques. Which ones are the most effective for capturing engineers’ attention? Well, it depends on your goals, of course. Here are some of the most effective styles technology companies are using today:

Real People and Live Action Styles

Live Action/ On Location Video - this video style features footage of real people, either employees of your company or actors, conveying a message. It can take the form of an interview or a presenter and can include footage of your location and/or product.

Screencast Video - similar to a “screen shot,” a screencast captures what is happening on a computer or mobile phone screen. It is a simple video that can show how your product works. It is usually more about “how to” than branding.  Read More


Video Ideas for Technology Companies

Or People Who Don’t Own Cute Kittens That Dance

by Karen Simon

Current studies show that using video on a landing page can increase conversion rates up to 80%. But coming up with interesting and informative content for those videos can be a challenge. After all, there are only so many cute kittens and dance moves one can capture.

Different video content is effective for different reasons. You wouldn’t want to show your sales video to a desperate design engineer with a technical question, would you?

Here is a list of video content ideas, loosely categorized, that every technology company should consider…


Promotional Video or YouTube Trailer - ie. Corporate Brochure in Video Form

This video welcomes new viewers to your channel and lets them know what they will find. It’s the “who and why” for your channel. Make sure it invites them to subscribe, and include any other “calls to action” you want them to participate in. Read More


It All Starts With A Plan

More PR 101 For Technology Companies

by Maria Vetrano

Walt Disney once said, “I hope that we don’t lose sight of one thing – that it was all started by a mouse.” The mouse part aside, successful PR campaigns also start with a plan. And I know that planning is not glamorous. It’s not the fun part of PR – the carefully scripted press releases with elegant quotes and topical tie-ins, the media briefings, the reviews campaigns, and the most rewarding part of all: the coverage itself. And yet, it is an incredibly important part of the foundational work that you need to have in place in order to launch a successful campaign.

If you’ve not done a PR (or marketing plan) before, take heart. There is more science than art to PR planning. Here is a quick guide to getting started:

First Things First

Product announcements are the most common announcements in markets such as MEMS, semiconductors, embedded systems, and software development tools, so we’ll start there. It’s time to do your PR plan when you are three months out from product launch. Read More

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