SOURCE: Adify

August 16, 2007 08:00 ET

Matter Network Launches: Online Clean Tech/Sustainability Site Covers "What Matters"

Matter Network Provides a Rich Publishing Platform and Brand-Safe Advertising Network for Investors, Entrepreneurs and Consumers Focused on Clean Technology and Sustainability

PORTLAND, OR--(Marketwire - August 16, 2007) - In response to the growing demand for mainstream, forward-thinking coverage of the trends, ideas, products and news driving the sustainability and clean technology revolutions, a team of seasoned technology and environmental publishing professionals today unveiled Matter Network.

The eco-business network aggregates high-quality content covering the products, innovations and opportunities that are changing our world as businesses and consumers alike strive to reduce their impacts on the environment without sacrificing profits or quality of life. In doing so, Matter Network offers its publishing partners exciting new revenue opportunities with an aggregated vertical advertising network powered by Adify. By aggregating the quality, but fragmented, audience of a network of independent publishers, Matter is able to attract high-end advertisers. In addition, Matter supports its partners by increasing their exposure and providing access to high-quality syndicated content, branded widgets and community features designed to drive traffic and connect readers across the network.

Matter Network is a first-of-its kind affiliation of premiere content providers focused on mainstream investor, entrepreneur and consumer sustainability interests. Matter Network's sites cover a wide range of clean technology and environmental topics, including green building; alternative energies such as solar, wind, hydrogen and biofuels; eco-travel; responsible investing; and related business and investment trends. Unlike other green online destinations that focus on environmental advocacy, Matter's independent journalists tackle challenging questions for pragmatic readers exploring sustainable business practices and products.

Matter Network is the brainchild of John Gartner and Michael Penwarden, both longtime journalists and pioneers in chronicling the technology revolution. Gartner has served as an editor at TechTV, Wired News and Windows Magazine, and for the past six years he has written about the social, political and economic impact of environmental technologies for publications including the Environment News Service, MIT's Technology Review and Alternet.

Penwarden was the award-winning editor of Macworld Magazine and a founder and executive editor of ComputerLife Magazine. He has covered technology, adventure travel and environmental issues for media outlets including CNN, NBC, Time, USA Today and SCUBA Diving Magazine. He is an avid outdoor adventurer and captained Team Earth Island in the Eco-Challenge adventure race in Borneo in 2000.

Early members of the Matter Network include TerraPass.com, a leading supplier of carbon offsets. "TerraPass selected the Matter Network as an advertising partner because Matter's focus on sites covering clean technology and economic solutions to environmental problems is right in line with our mission," said Adam Stein, TerraPass VP of Marketing.

"The clean technology and sustainability revolution represents opportunities that will impact all of our lives in ways far more powerful than even those of the digital revolution that preceded it," said Penwarden. "Just as readers turned to magazines like Wired and The Industry Standard to track the issues, companies and products that shaped that revolution, readers will turn to Matter and its publishing partners to track what's happening in the clean and green revolution."

Penwarden added that Matter Network's core strength is in creating strong connections between brands positioning themselves as embracing clean technology and sustainable practices, as well as business and consumer thought leaders looking for the right products and partnerships. "To thrive in the Web 2.0 world, brand advertisers need to efficiently engage with this vibrant community of high-quality publishers with passionate readers from across the Web," he said.

Matter Vertical Advertising Network Powered by Adify

In conjunction with the launch of the Matter Network online destination at www.matternetwork.com, the company also today announced its premium vertical advertising network dedicated to helping eco-marketers reach a large and highly targeted community of consumers, investors and entrepreneurs committed to the business and technology of sustainability. Publishers participating in the Matter Network benefit from increased exposure, readership and enhanced revenue streams while retaining complete editorial control over what advertising is displayed on their sites.

The foundation for Matter's advertising offering is Adify's Build Your Own Network® (BYON) platform. Working with Adify, Matter was able to rapidly define, assemble, merchandize and manage a highly targeted advertising network, with no upfront fees.

Through the Adify partnership, Matter allows participating publishers to focus on their core business of creating high-quality sustainability and clean technology content while generating advertising revenue. Matter's targeted green focus delivers a welcome alternative to one-size-fits-all networks and commands higher rates and therefore higher revenues for publishers than traditional advertising models. Additionally, Matter provides technical, design and editorial services, leading to recurring advertising revenue from respected brands and exposure to a fast-growing audience.

Meanwhile, the Matter Network delivers brand advertisers efficient, easy access to the largest segment of mainstream, environmentally conscious consumers from across the Web. Matter Network's advertisers retain control over what sites in the Matter Network are eligible for their campaigns.

Adify delivers advertising in any format from rich media to images to text while giving advertisers unprecedented visibility into and control over the sites that will run their ads. Adify handles all of the campaign management, performance tracking, reporting, billing, payment and technical support functions needed for successful networks and advertising campaigns.

About Matter Network

Matter's readers are entrepreneurs, consumers and investors who share a passion for -- and feel compelled to embrace -- opportunities to shape a meaningful, sustainable future for themselves and our world. These people from across the political spectrum share the common belief that the future is not one of compromise and sacrifice, but rather of collaboration and innovation. They see that an emerging global focus on alternative energy, combined with responsible business practices, will lead to cleaner, smarter and richer ways to work, invest and play.

About Adify

Adify Corporation (www.adify.com) makes it easy for entrepreneurs and media companies to build expert vertical advertising networks and bring targeted advertising to the unique target audience. Adify offers marketers the reach of a branded advertising network with the control of one-stop, direct buying. Adify delivers a unique mix of technology, expertise and key business services that expedite time to market for new, brand-driven, expert vertical advertising networks. Partners such as Comcast Corp., The Guardian, HotChalk, Houseblogs, NBC Universal, Time Warner, The Washington Post Co. and Yardbarker are using Adify's solutions to extend their brands, increase their reach and grow their revenue. Adify was founded by the team that created Flycast Communications and is backed by blue-chip venture firms and investors Venrock Associates and U.S. Venture Partners, as well as GE Commercial Finance, NBC Universal, Inc., and Time Warner Investments.

Contact Information

  • Media Contacts:
    For Adify
    Jason Throckmorton or Amy Neal
    415.625.8555
    adify(at)launchsquad(dot)com

    For Matter Network
    Michael Penwarden, Publisher
    530.550.8321
    Michael(at)matternetwork(dot)com