TranslateOne software vendor’s media model
IDG Knowledge Hub
has mentioned Spiceworks 
Spiceworks is a software company with a free systems management suite for small and midsize businesses (SMBs). But instead of charging for its namesake software product, Spiceworks makes money like a media company, charging other technology companies that want to interact with its users—a highly targeted community of IT professionals—for purposes from market research to product design.