Services  /  Definitions

The terms we use

What we mean by a Publication, a Section, a Content Admin and the rest — the vocabulary behind every service.

Index

30 terms

12touches House Publications

  • IT News and Events (aka 12touches) has a number of its own publications on LinkedIn, Substack, Listmonk and several other platforms
  • Those publications have a large number of direct subscribers of their own (150,000) and over 50,000 more belong to customers (Oct. 2026)
  • 12touches counts the clicks of these subscribers to determine article popularity

Agency (IT Recruitment & Staffing Company)

  • Also known as: IT Staff Augmentation, IT Recruitment & Staffing, Technology Workforce Solutions, IT Talent Acquisition
  • Employs account managers who work with clients to fill IT roles
  • Employs talent agents/recruiters to find people for customer's open IT roles

Article

  • Article Name
  • Article URL
  • Article Type - IT Content, IT Event, IT Vendor News
  • Article date (of publication or when an event is scheduled)
  • Article Section
  • One line summary (date and time for IT Events, source publication name and date for IT content, vendor name and date for IT Vendor News)
  • One paragraph summary
  • Small graphic (publication logo or 300x250 event graphic)
  • Large graphic (only for events - 930x180 banner)

Article Types

  • IT Content
  • IT Vendor News
  • IT Event

AutoDraft and AutoPost

  • LinkedIn member can login via a tool provided by 12touches
  • Substack and other email platforms can share credentials or delegate creation and publication rights to 12touches
  • 12touches creates member's next post
  • AutoDraft - new issue created as a draft. Member has to review and press "post"
  • AutoPost - new issue created and posted automatically
  • Available to all publications

Channel Marketing

  • Employees of a Vendor who focus on helping Partners sell and implement Vendor's product or service

Company

  • Legal entity
  • Usually has a LinkedIn Company Page (required for a Managed Company LinkedIn Newsletter)

Company LinkedIn Newsletter

  • Published from a LinkedIn Company Page; each page can have one

Consulting

  • Paid engagement
  • Defined scope

Content Admin

  • A person with the privilege of creating and publishing content on a Company's LinkedIn Page, LinkedIn Newsletter, Substack or other publication

Counting Clicks

  • Over 4 weekly volumes (Vol 339-342), the IT sections had 306,961 clicks across 3,165 articles, an average of 97 clicks per article.
  • Https://it.it-news-and-events.info/content/reports/it-section-report-339-342.html
  • During the same period, Vendor News sections had 172,843 clicks across 2,438 articles, an average of 71 clicks per article.
  • Https://it.it-news-and-events.info/content/reports/vendor-report-339-342.html
  • During the same period, IT Events had 56,550 unique readers across 222 events, an average of about 255 unique readers per event.
  • Https://it.it-news-and-events.info/content/reports/it-events-report-339-342.html

Curated Enterprise IT Content

  • Every week, we search for newly published content from reputable sources with the rubric, "IT News You Can Use" to create articles.
  • In email and on the web, all articles eventually link to the source URL
  • All articles are assigned to a named section (AI, Security, CxO, Cloud, etc.)
  • Articles are published on the it-news-and-events.info website and various email newsletters and platforms
  • Website is updated weekly.
  • Weekly content is divided into 10 parts and used to create 2 daily posts, Monday to Friday, in LinkedIn and Substack Newsletters (12touches House Publications only; customer publications are weekly)

Enterprise IT

  • Overall architecture, software, hardware, networks, and data management systems used by large organizations to support their business functions, operations, and strategic goals.
  • Designed for high complexity, large-scale deployment, robust security, and seamless integration across diverse departments and geographic locations.

Free Agent

  • A person for whom it is important to stay top-of-mind with their LinkedIn contacts who have an interest in Enterprise IT
  • Not employed by a Company or Vendor (independent consultants and one-person firms count as Free Agents)
  • May be open to employment
  • May be open to speaking or other engagements

IT Customer

  • Buys products from Reseller
  • Buys products from Vendor
  • Uses products to run business

LinkedIn Company Page

  • A LinkedIn page with information about a specific company
  • A Company can have one LinkedIn Company Page
  • May have one Company LinkedIn Newsletter
  • May have additional posts
  • Has followers
  • Can add a LinkedIn Member as a Content Admin

LinkedIn Group

  • A place in LinkedIn for posts
  • LinkedIn members can create a named LinkedIn Group
  • LinkedIn members can create posts in a LinkedIn Group
  • 12touches has created "Enterprise IT Vendor News"

LinkedIn Newsletter

  • Has a name and a small graphic
  • When a new issue is posted to LinkedIn Newsletter, subscribers automatically receive a notification in their LinkedIn feed and a direct email copy sent to their inbox
  • When you publish your very first issue, LinkedIn automatically sends a one-time invitation to all your existing connections and followers to subscribe.
  • Newsletters support long-form content with over 100,000 characters per issue
  • Every newsletter gets a standalone page that archives previous editions, lists the total subscriber count, and features a one-click Subscribe button for easy sharing.
  • New newsletters that use the 12touches content should expect 10% to 20% of their owner's followers to opt-in as subscribers

Partner (aka Reseller, Channel Partner)

  • Resells Enterprise IT products or services
  • Will resell products or services of multiple Vendors
  • Sells through its own sales teams - employs sales employees
  • Employs marketing professionals

Popular Article

  • We track clicks by all readers to the article source URLs
  • The it-news-and-events.info website has pages for the most popular articles of the week, including IT Event articles

Private News Section

  • A section of news articles that are not public (not included on website)
  • Intended for a specific customer's publications
  • The publication owner (Company or individual) can submit content (e.g. a LinkedIn post) to be included
  • We can create content for customers of our managed services
  • During setup, we can collaborate to create "evergreen" content to be included as directed

Publication

  • A Publication is a daily or weekly newsletter created from a group of ordered, named sections
  • A Publication may be hosted on one or more platforms including: LinkedIn, Substack, Listmonk, Sendgrid, Mailchimp etc.
  • Publication has an owner, who is a customer of 12touches
  • Publication has a name, chosen by its owner
  • Publication has splash page graphic for each platform
  • Publication has an "about me" footer for each platform
  • Most publication platforms have a method to allow 12touches to manage the customer's publication

Role

  • A set of responsibilities, and expected behaviors assigned to an individual within an organization
  • Defines what a person is responsible for achieving

Section

  • A group of articles of the same type

Substack Publication

  • Substack is an email newsletter publishing platform
  • Can be daily or weekly
  • Admins can import subscribers with email
  • Anyone can subscribe

Vendor

  • Produces Enterprise IT products or services
  • Has professional sales force that sells directly to customers and through Partners (Resellers)
  • Employs marketing professionals
  • Employs Channel sales/marketing teams goaled on selling Vendor's products through Partners

Weekly Publication

  • Made from the P most popular articles of the week
  • No section may have more than N articles
  • IT Event articles are not included
  • Default: P=25 N=6
  • We generate a list of the top P articles for Weekly Publications

News flow: Partner to IT Customers

  • Partner may sell many products
  • Partner wants news from their many vendors to be shared with their IT Customer contacts

News flow: Vendor to IT Customers

  • Vendor wants to share information about Vendor with IT Customer contacts

News flow: Vendor to Partner Employee

  • Vendor wants Partner Employees to know about their products and services
  • Vendor wants Partner Sales Employees to share information about Vendor with their IT Customer contacts