Communication via a Ning network led to tickets for a information architects’ (IA) mini-conference in London ‘selling’ out in just ten minutes.

Information architecture is ‘the emerging art and science of organising large-scale websites,’ increasingly important for media sites.

The Ning network created by Ken Beatson last year, has allowed the UK’s information architects to talk more freely and effectively than via the old mailing list system, Martin Belam, a member of the group and information architect for the Guardian, told Journalism.co.uk.

An event was set up, hosted for free at the Guardian’s offices and sponsored by Axure and Aquent, and after a bit of promotion via its Twitter account (@london_ia), 40 tickets were rapidly snapped up for the event which will take place on April 20. Another 10 will also be released at midday on Friday.

The event will see participants talk for 10-15 minute slots in an informal way.

Martin Belam told Journalism.co.uk that ‘the goal of good information architecture is that people understand information,’ so it suits them to share knowledge and skills in this way. London is one of the biggest centres for information architects, perhaps the biggest outside New York and San Francisco, he said.

An overlap between editorial and technological roles is increasingly important for newspapers, Belam added.

Belam hopes that the event could be rolled out three times a year, with the next one being held in September.

Also see: Q&A with Martin Belam here.