E-News : May 27, 2008
News of the Week
'Streaming Media East' Tackles the Business and Technology of Online Video
Last week, Information Today, Inc. produced the Streaming Media East show in New York City, where content owners, viral video creators, online marketers, enterprise corporations, broadcast professionals, ad agencies, educators and others gathered to explore the latest in online video technologies and business models.
Keynote speakers George Kliavkoff, chief digital officer for NBC Universal, and Caleb Silver, executive producer for video at CNNMoney.com, shared their personal experiences in online video production – both success stories and challenges – and addressed hot topics such as piracy, content, monetization, advertising models, metrics, production workflow and more.
But perhaps the most commonly-occurring theme was the optimization of the user experience. Both speakers and attendees addressed the creation of an engaged and interactive audience community, and one particular focus group presented young people’s attitudes toward online video and their habits in consumption. Some key findings from the student panelists:
- Almost 3/4 of the media they consume is viewed online.
- Most chat with their friends while viewing and share interesting content with them.
- The panelists see the Internet, but not television, as a necessity.
- Macs are preferred over PCs.
- Ads on sites like YouTube and Facebook are the most unobtrusive and engaging/effective. Animated or interactive banner ads are preferred.
During the session, “How Old Media is Embracing Online Video and New Media,” leading publishers, broadcasters and advertisers discussed how converging media technologies are redefining traditional distribution methods, how interactive and on-demand services are changing, and how entertainment and news videos are being consumed. Panelists shared their current concerns and challenges – how to be more creative, how to cover a greater breadth of news, and how to cover it more in-depth – and all agreed they’re struggling with the monetization of video views on free sites like YouTube (When will it become more than just brand awareness?).
Other sessions addressed webcasting strategies, lifecasting, appropriate methods of video delivery, reinventing the ad model, new entertainment devices, mergers and acquisitions and much more.
New Member Profiles
American Business Media is proud to welcome the following members, approved by the Association's board of directors during its May 4 meeting in La Quinta, CA.
Heidrick & Struggles (Associate)
Heidrick & Struggles provides exceptional service and expertise to deliver effective leadership solutions for clients. For more than 50 years, they have been the world's premier provider of senior-level executive search and leadership consulting services, including talent management, board building, executive on-boarding and M&A effectiveness.
For more information, visit www.heidrick.com.
Center for Exhibition Industry Research (Sister)
For 30 years, the Center for Exhibition Industry Research (CEIR) has been highlighting the importance of exhibitions in today's business environment. This is accomplished through producing primary research studies that prove the effectiveness and efficiency of exhibitions as a marketing medium; which are then incorporated into findings within a targeted, ongoing promotional campaign. The CEIR’s goal is to promote the image, value and growth of exhibitions.
For more information, visit www.ceir.org.
ABM Resources
"Case For" Series Now Available for Free Download
A must-have for results-oriented business information executives – whether in sales, advertising, events or editorial – the newly-revised Case For Series consists of 11 sections containing data, research and narrative that make the case for bold advertising and events success in business media. Separated into 11 topic areas, the Series explores the value of b-to-b through sections on integration, magazines, e-media, events, rich data, custom media, impact techniques, continuity and metrics. It is now available for free download here.
News on Print
B-to-B Trade Shows Continue to Grow Despite Period of Economic Uncertainty
First quarter trade show revenue increases 1.5%
Despite these recessionary times, industry trade shows continue to show modest growth with first quarter revenues increasing from $2.94 billion to $2.98 billion; up 1.5%.
For the comparable period of time, first quarter 2008, magazine revenues experienced a 5.3% decline. But while overall magazine revenue declined, five of the 21 BIN categories continued to experience growth. Digital revenues also continued to grow.
“Given the state of the economy,” commented Gordon T. Hughes II, ABM’s president and CEO, “the growth of two of our three major platforms continues to encourage us about the future of the business-to-business industry.”
In January 2005, American Business Media augmented its reporting model for magazine advertising sales in industry markets, as relayed through BIN, by examining 21 markets comprised of all business-to-business books tracked by IMS/The Auditor, and PERQ/HCI for healthcare figures. The magazine data, by category, is available on the American Business Media Web site or by clicking here. The Center for Exhibition Industry Research (CEIR) provides trade show data.
Committee Corner
ABM's Healthcare Council Discusses "Changing Media Landscape"
American Business Media’s Healthcare Council welcomed several leaders in the healthcare media business at its meeting earlier this month at the ABM offices in New York.
Joanna Breitstein, executive editor of Pharmaceutical Executive magazine, moderated an important discussion on the current state of the pharmaceutical industry, focusing on the changes occurring in today’s media landscape. Jennifer Rinaldo, senior product manager at Forest Laboratories, and Bruce Grant, senior VP of business strategy at Digitas Health, were also on hand to give their perspectives.
Among the major issues raised by the group include the rapidly-changing media mix, the use of emerging media (such as blogs and social networks) in the healthcare industry, target marketing, the exploding use of the Internet by physicians and changes in the role of the pharmaceutical representative. All agreed that marketing with precision and choosing the right media for the message is critical, and that the pharmaceutical industry is undergoing a great shift in the way it markets.
In addition, Marshall Paul, SVP of Nielsen, took the floor at the meeting to present new research from Nielsen’s “Insights into Physician Media Usage” study, which confirmed that medical journals remain extremely valuable for physicians.
The Healthcare Council will continue to address these issues (and others) at its future meetings. For more information, or if you are interested in joining the Council, please contact Jenna Lisanti at j.lisanti@abmmail.com.
Accenture Survey Finds Agreement on Direction of Digital Market
It seems as though media and entertainment companies are in broad agreement about how the digital market is evolving, where new opportunities lie, and what the revenue-drivers will be over the next five years, according to Accenture’s 2008 Global Media Content Survey.
The third annual survey, of more than 100 senior industry executives, discusses how the shift to digital content will affect publishers and content creators and what will drive the future growth of our industry.
Both the survey and a streaming audio interview with David Wolf of Accenture are featured on the Custom Media Committee micro site at www.ABMCustomMedia.com. Listen in as Wolf explains why organizations should have an integrated digital strategy that is pervasive across all divisions.
Want to check out the action from ABM's Spring Meeting in La Quinta, CA?
All photos have now been posted to our Photo Gallery page. Organized by date, speaker and event, you won't miss a minute of the annual conference, where attendees discovered new paths to success!
In addition, PowerPoint presentations from the Spring Meeting sessions are now available here.
ABM Event Report
Your Key to Becoming a B-to-B Content Leader
Web content, magazines, blogs, social communities, e-newsletters, web events and more … they’re all changing the face of the integrated marketing strategy. And for leading business-to-business brands, valuable and compelling content is the key to driving sales and customer growth. You already know the benefit of rich content is undeniable, so join American Business Media on July 16 for the Custom Media Breakfast: B-to-B Leaders in Content in New York City to learn about maximizing the power of your content.
Paul Dunay, global director of integrated marketing for BearingPoint Inc., is one of several panelists who will share valuable insight about custom media strategies. With more than 20 years experience in marketing, creating buzz for leading technology companies such as Google, IBM, Microsoft, Oracle, Avaya and Cisco, Dunay has much to share. He has also delivered work for American Express, Motorola, Genzyme, Novartis, Citigroup, Cendant and Ernst & Young.
Don’t miss out on this limited-attendance breakfast event, where you’ll hear how Dunay and some of the best-known brand leaders in b-to-b are creating, executing and measuring their own content strategies and how you can use them in your own markets. Click here to register or for more event information.
Now Accepting the Best of Your Best!
2008 CEBA Award Call for Entries available now
American Business Media’s 2008 Creative Excellence in Business Advertising (CEBA) Awards, celebrating the best and brightest in business media advertising, are now accepting submissions! Access the online Call for Entries here, and enter your most creative work by June 30, 2008. Also keep an eye out for your print invites in the mail, which should be arriving shortly.
Celebrating outstanding business advertising achievements in publications, digital media and face-to-face events, the CEBAs are business media’s most coveted creative award, offering a $25,000 grand prize, drawing thousands of entries and enhancing relationships among advertisers, agencies and publishers.
Advertisers are encouraged to celebrate the strength of their brand (past winners include GE, IBM and 3M Dental); agencies will be recognized for their excellence in creative business advertising (past winners include BBDO, Ogilvy One and Carmichael Lynch); and publishers will showcase their advertisers (past winners include Nielsen Business Media, Reed Business Information and Crain Communications).
Winners will be announced during the 2008 CEBA Award ceremony on Wednesday, October 1, at the Allen Room in Frederick P. Rose Hall, Home of Jazz at Lincoln Center, Broadway at 60th Street in New York City. Find out more about the grand history of the CEBA Awards at www.CEBA-Awards.com, and be sure to download a copy of the 2008 CEBA Call for Entries while you're there. The $25,000 grand prize is going to someone … Why shouldn't it be you?
Your Passport to Transformation: The ABM/FIPP B-to-B World Conference
Register now ... Early Bird discount ends June 4
For the first time ever, the world of B-to-B hits the Big Apple! Join American Business Media (ABM) and the International Federation of the Periodical Press (FIPP) from September 7-9, 2008 when a melting pot of industry leaders gather in New York City to learn and discuss the latest b-to-b media applications. Exchange ideas with global business media executives to significantly increase your revenue and profits when the ABM/FIPP B-to-B World Conference comes to The Roosevelt Hotel this fall. Register now to take advantage of our discounted Early Bird rates, which expire next Wednesday, June 4!
Attendees will include approximately 500 worldwide business media leaders, of which a large number will be from (but not limited to) Europe, Asia, the Pacific Rim, South America and Africa. Interactive sessions will address rich data, custom publishing, licensing and partnering, integrated selling success, the face-to-face experience and much more! Need visa information? Click here.
Don’t miss this unique opportunity to build your brand on a global scale, boost your revenue and conduct business with industry professionals from around the globe – without the travel expense! Click here to reserve your room, or click here for more event information.
Marketing & Media Buying
IBM's Ed Abrams Delivers Important Marketing Strategy to Spring Meeting Attendees
Now more than ever, “there truly is a need to understand the customer mindset and ensure that from a go-to-market perspective and a marketing perspective, we are leveraging that.” Ed Abrams, VP of marketing for IBM, delivered that powerful advice at ABM’s annual Spring Meeting earlier this month in La Quinta, CA. And because b-to-b customers’ influences run the gamut from traditional media to social interactions, he added, what are we doing to make sure we’re part of that conversation?
The reality, Abrams said, is that adding credibility to our brands from a marketing perspective is all about community and conversation. The Web is continuing to emerge as an important communications vehicle, and blogs, wikis and other information sources are where our customers are going for information and to make their purchasing decisions. “Together, as marketers and publishers, we need to figure out how to play … How do we ensure that we are part of the dialogue that takes place in these environments?”
Abrams’ presentation, available here, underscored the importance of a recently-conducted Forrester consulting study, commissioned by ABM, which analyzes the trends and impact of b-to-b media on both end users/decision-makers and marketers.
Take advantage of our webinar tutorial and learn how to best utilize the study’s findings, especially valuable during this time of economic uncertainty. Also be sure to check out the six consolidated versions of the study already available on our Research & Marketing page to best fit your specific needs. Act now and access this important industry research, or contact Richard Bertin at r.bertin@abmmail.com for more information.
The Importance of Advertising During Times of Economic Uncertainty
American Business Media recognizes that some marketers are concerned about investing in advertising during this current period of economic uncertainty. To address their concerns, ABM has produced a PowerPoint presentation, “The Importance and Value of B2B Advertising During Times of Economic Uncertainty.”
This presentation summarizes the wealth of data that has been accumulated over time clearly demonstrating that companies who either steadily continued or aggressively increased their advertising experienced overall growth as well as continual growth past the period of economic uncertainty.
Click here to access this important industry research.
eMedia Update
ABM Video Network Gets Face-to-Face with Nielsen's Eric Biener
This week, the ABM Video Network keeps the lens on the face-to-face space with an insightful new interview. Wednesday morning at 9:00 AM EST, Eric Biener, VP of business development at Nielsen Business Media, sits down to discuss virtual tradeshows from Nielsen’s vantage point, one of the world’s most successful tradeshow organizations for more than 20 years.
Eric joined Nielsen a few years back to help launch a digital relationship marketing business for Nielsen. His team develops products that function as what Eric terms “closed loop” marketing solutions, like virtual tradeshows or webcasts. These enhanced-delivery mechanisms serve to compliment the traditional media outlets used by marketers, including print, television and events.
“The programs I design really take into consideration the content first, the editorial integrity, and we align that with our marketer synergy [to] produce better results than if they were just to do sponsorships without these relationship marketing programs,” he said.
Virtual tradeshows have become one of the most cost-effective methods to deliver content, complement traditional media outlets and offer audiences innovative ways to share information and interact with exhibitors and attendees. Be sure to catch the entire interview beginning this Wednesday morning … and of course, you can tune in to www.AmericanBusinessMedia.com anytime and choose from the list of videos just beneath the screen of the Dragonfly Player to watch the content when and how you want!
Remember: Watching the ABM Video Network requires you to update to version 9 of the Adobe Flash Player … And it’s easy to download; just click here to access the update and download it to your computer!
Top Media Moves
Forbes.com announced plans to launch a new network aimed at female executives. Patterned after Forbes.com's existing CEO Network for C-level executives, the Executive Women's Network will offer original content from Forbes.com and ForbesLife Executive Woman magazine in a new section on the site.
Following months of trying to avoid a hostile takeover by hedge fund consortium Jana Partners, CBS said that it would purchase CNET Networks for $1.8 billion in cash – the equivalent of $11.50 per CNET share, a 45 percent premium on its closing price.
Adding to its growing list of renewed printing contracts, Quebecor World has announced a $60 million agreement with Bauer Publishing. Under the multi-year agreement, Quebecor World will print Bauer's Woman's World, First for Women, In Touch Weekly, Life & Style, J-14 and Life Story magazines, representing 250 million copies per year.
Neighborhood America won “Best Social Networking Solution” at the Software & Information Industry Association’s CODiE Awards ceremony.
Event Calendar
The Business Information Imperative:
Building Profits & Enhancing Value through Rich Data
June 18, 2008, Scholastic Headquarters, New York City
Now more than ever, executives are charged with identifying and implementing new and profitable revenue streams. And while we often hear about the wonders of business information as the key to our industry’s future success, making sense of how to develop compelling content and set up attractive revenue streams that deliver applications to our customers is never easy. There are myriad business models to pursue, each with its own distribution and operational structure. At ABM’s event this summer, find out how business information/rich data can be an important new addition to your portfolio.
Click here for more information …
Member Event of the Week
Bobit Business Media's LCT Leadership Summit
June 1-3, 2008, Miami, FL
Click here to find out more.
To see your event featured here, please contact us at info@abmmail.com.
Job of the Week
Interactive Marketing Manager, IEEE
Blog of the Week
Career ADD: The Gen Y Job-Hopping Epidemic
Committee Watch
The following is a list of upcoming ABM Committee and Council meetings. All meetings are at ABM's New York offices, and time listed is EST, unless otherwise noted.
Wednesday, June 4, 2008, 3:00 PM EST