Iconocast, an Internet marketing email list and site, launched in February 1997. Since January 1998 it has been operated by Imagine Media, publisher of Business 2.0 and a host of other computer-related magazines and Web sites.
Imagine will retain a minority stake in the new company, to be called Inconocast Incorporated, the company said. Iconocast editor and publisher Michael Tchong will hold the majority of the new firm.
Tchong also will stay on as editor and publisher of Iconocast, which enjoys a subscribership of 33,000 readers, Imagine said. The new company will be based in San Francisco.
Imagine said the publication's spin-off will allow it to "more aggressively pursue its new media strategy, which calls for a significant brand franchise expansion in 1999."
Imagine spun off its Internet radio venture, Imagine Radio, in July 1998.