Ziff Davis Media has announced its new Business Influencer Segmentation Model (BISM) of information technology purchase influenceers- not the most profound thing in and of itself, but an interesting approach to marketing online content in a targeted manner. From ZD's perspective, the universe of I.T. purchase influencers break down into:

1. Whales in Ocean (6% of total universe)
2. Big Fish in Lake (14% of total universe)
3. Big Fish in Small Pond -- (17% of total universe)
4. Small Fish in Small Pond (23% of total universe)
5. Aquarium Fish -- (21% of total universe)
6. Fish Out of Water (19%)

Though the world of professional content follows the same general model, there's a lot more diversity in the purchasing patterns for many professional content products and services. In some instances, as in real-time financial content for example. I.T. plays a very central role in purchasing decsions, in others they may play a minimal role for extremely crucial products. Throw in the changing purchasing patterns due to the influence of the Web, and it's a complex picture indeed. Study, anyone?