E-News : August 12, 2008
News of the Week
Beat the Summer Heat at ABM's Media Mixer Next Monday
Summer may be winding down, but American Business Media is just getting started with our monthly Media Mixers.
Come cool down with a complimentary cocktail at Arctica Bar & Grill in New York City next Monday, August 18, from 6-8pm, and connect with colleagues, friends and that secret crush from the office at this end-of-summer networking event.
The first 40 people to RSVP and attend will receive a free drink ticket upon entering, which is good for well drinks, select martinis and draft beers, and Miller Lite and Bud Light bottles.
Whether it be complimentary cocktails, the prospect of a new career path, or simply an excuse to beat “a case of the Mondays,” you won’t want to miss our latest mixer.
RSVP to Wally Koval at w.koval@abmmail.com or visit us on Facebook for more details!
Got Digital Video? We Want to Hear From You!
Whether you are currently offering this technology, or planning its integration into your media platform, ABM wants to know more about your goals for online video.
As the planning begins for our December 3 video event – a one-day program dedicated to the sales, implementation and execution of digital video in the business media industry – please take a moment to fill out this survey and tell us how we can help you achieve your strategic and tactical goals for online video success in 2009!
Click here to access the survey.
Click here to join American Business Media on Facebook!
ABM Resources
2008 Media Revenue & Cost Report
American Business Media’s newest piece of research, the 2008 Media Revenue & Cost Report, provides a wealth of valuable benchmarking information on revenues and expenses in the b-to-b publishing industry. The survey was compiled by Bay Sherman & Craig, LLP/Media Consulting Group, a firm that provides financial, operational consulting and accounting services to the publishing and trade show industries. The 2007 data includes 225 titles from 28 companies.
ABM encourages its members to take advantage of this important and useful member benefit as you analyze your operations and plan your budgets for the future. The survey data is free to participants, while non-participants can purchase a copy.
For more information, or to request a copy of the survey, please contact John Holden at j.holden@abmmail.com.
Event Report
ABM Announces 2008 CEBA Award Finalists
American Business Media is pleased to announce the official finalist selections for the 13th Annual Creative Excellence in Business Advertising (CEBA) Awards. Finalists will be honored and winners will be announced during the October 1 reception in the Allen Room at Frederick P. Rose Hall, Home of Jazz at Lincoln Center in New York City. Only one will take home the Grand CEBA and accompanying $25,000 prize, so be sure to join us for this evening devoted to the industry’s best and brightest.
The 2008 CEBA Awards finalists are:
For advertising with an annual media budget of up to $100,000:
CATEGORY 1: Single Ad – page or less
Agency: About.com – in-house
Advertiser: About.com
Name of Ad: Pregnancy & Childbirth
Publication Where Ad Appeared: Med Ad News
Agency: Bader Rutter & Associates
Advertiser: VideoJet Technologies
Name of Ad: World-Class Uptime
Publication Where Ad Appeared: Packaging Digest, Packaging World
Agency: Martin/Williams Advertising
Advertiser: Pfizer Animal Health
Name of Ad: Chicken Soup
Publication Where Ad Appeared: Beef, Drovers, High Plains Journal
CATEGORY 2: Single Ad – spread or larger
Agency: DDB
Advertiser: Epson
Name of Ad: Beautiful
Publication Where Ad Appeared: Photo District News
Agency: Eric Mower and Associates
Advertiser: Eastman Kodak, Graphic Communications Group
Name of Ad: Skyline
Publication Where Ad Appeared: Graphic Arts Monthly
Agency: Shamir Insight – in-house
Advertiser: Shamir Insight
Name of Ad: In the Office: Auto Reply
Publication Where Ad Appeared: 20/20, Vision Monday
CATEGORY 3: Single ad – inserts, pop-ups, foldouts, spectaculars, gatefolds & multi-units
Agency: EMI Music Publishing – in-house
Advertiser: EMI Music Publishing
Name of Ad: The Songwriter
Publication Where Ad Appeared: Billboard
Agency: Google – in-house
Advertiser: Google
Name of Ad: Have a nice digital day.
Publication Where Ad Appeared: Advertising Age
Agency: TV Guide – in-house
Advertiser: TV Guide
Name of Ad: Surprised?
Publication Where Ad Appeared: Adweek, Brandweek, Mediaweek
CATEGORY 4: Campaign
Agency: DMNA
Advertiser: IDG World Expo
Name of Ad: Badges
Publication Where Ad Appeared: Macworld
Agency: Ogilvy & Mather
Advertiser: Bernafon
Name of Ad: Naturally Brite
Publication Where Ad Appeared: The Hearing Review
Agency: Strand Marketing
Advertiser: Allied Vision Technologies-North America
Name of Ad: Go AVT
Publication Where Ad Appeared: Vision Systems Design
For advertising with an annual media budget of $100,000 or more:
CATEGORY 5: Single Ad – page or less
Agency: Eric Mower and Associates
Advertiser: Charlotte Pipe and Foundry Company
Name of Ad: Green
Publication Where Ad Appeared: Eco-Structure
Agency: Fergus/Peters
Advertiser: PotashCorp
Name of Ad: World’s Biggest Vegetarians
Publication Where Ad Appeared: CropLife
Agency: Martin/Williams Advertising
Advertiser: Syngenta Crop Protection
Name of Ad: We’ll Get ‘Em
Publication Where Ad Appeared: Farm Futures, Farm Industry News, Farm Journal
CATEGORY 6: Single Ad – spread or larger
Agency: Colle + McVoy
Advertiser: New Holland Agriculture
Name of Ad: Leader
Publication Where Ad Appeared: Farm Progress Company publications
Agency: The Halo Group .
Advertiser: Guy Carpenter
Name of Ad: Cranes
Publication Where Ad Appeared: Business Insurance
Agency: Ogilvy & Mather
Advertiser: IBM
Name of Ad: Stop Talking, Start Doing - Traffic
Publication Where Ad Appeared: BusinessWeek
CATEGORY 7: Single Ad – inserts, pop-ups, foldouts, spectaculars, gatefolds & multi-units
Agency: Hult Fritz Matuszak
Advertiser: Anvil Knitwear
Name of Ad: Anvil Ladies
Publication Where Ad Appeared: Impressions
Agency: The Richards Group
Advertiser: Fruit of the Loom
Name of Ad: #1 in Men’s Fashion
Publication Where Ad Appeared: DNR
CATEGORY 8: Campaign
Agency: Eric Mower and Associates
Advertiser: Nucor Corporation
Name of Ad: Recycling
Publication Where Ad Appeared: Appliance, Architectural Record, Purchasing
Agency: Heat
Advertiser: Condé Nast
Name of Ad: The Point of Passion
Publication Where Ad Appeared: Advertising Age
Agency: HSR Business to Business
Advertiser: Kellogg’s
Name of Ad: Center Store Growth
Publication Where Ad Appeared: Progressive Grocer
No media budget breakdown:
CATEGORY 9: Digital, Online Advertising
Agency: Ogilvy
Advertiser: IBM
Name of Ad: Fusion Biz IT Rorschach
Web Site Where Ad Appeared: CIO.com, CIOInsight.com
Agency: Ogilvy
Advertiser: IBM
Name of Ad: Stop Talking, Start Doing - CFO
Web Site Where Ad Appeared: Forbes.com
Agency: Ogilvy
Advertiser: IBM
Name of Ad: Stop Talking, Start Doing – Insurance
Web Site Where Ad Appeared: Forbes.com
CATEGORY 10: Digital, Online Video Advertising
Agency: Merkley & Partners
Advertiser: AXA Equitable
Name of Ad: Cymbals
Web Site Where Ad Appeared: FinancialPlanning.com
Agency: Ogilvy
Advertiser: IBM
Name of Ad: Quicksand/The Tour
Web Site Where Ad Appeared: Forbes.com
Agency: Stein Rogan & Partners
Advertiser: Citrix Online/GoToMyPC.com
Name of Ad: Squadron
Web Site Where Ad Appeared: PCWorld.com
CATEGORY 11: Digital, In-stream linear video ad
No awards were given in this category.
CATEGORY 12: Digital, In-stream linear video overlay ad
No awards were given in this category.
CATEGORY 13: Integrated Media Promotion
Agency: BBDO
Advertiser: GE
Name of Ad: 2008 Global Ecomagination Campaign
Publication Where Ad Appeared: BusinessWeek
Agency: Martin/Williams Advertising
Advertiser: Syngenta Crop Protection
Name of Ad: Blimp
Publications Where Ad Appeared: Delta Farm Press, Southeast Farm Press
Agency: Slack Barshinger
Advertiser: Fellowes
Name of Ad: Fellowes 100% Jam Proof Shredders Launch
Media Where Ads Appeared: BusinessWeek, BusinessWeek.com, Forbes.com
CATEGORY 14: Face-to-Face
Agency: Bader Rutter & Associates
Advertiser: Eastman Chemical Company
Trade Show: K 2008/Modern Plastics Worldwide
Agency: Carmichael Lynch
Advertiser: ORC Industries
Trade Show: Outdoor Retailer
Recognizing outstanding business advertising achievements in publications, digital media and face-to-face events, the CEBAs are business media’s most coveted creative award, the industry’s only to offer a substantial cash prize. They’ve become a gold standard of creative excellence recognized by advertising peers and clients alike, highlighting the breadth, reach and innovation of some of the world's top agencies and enhancing relationships among advertisers, agencies and publishers.
During the October 1 ceremony, ABM will induct four new CEBA Hall of Famers, giving due recognition to those agencies or individuals who have left an indelible mark on business media advertising and creative communities with their unforgettable campaigns. And as the CEBAs would not be possible without the member companies who nominate outstanding examples of business advertising, ABM will present its special Publisher’s Award to those member publishers whose nominations garner CEBA Awards for ads that ran in publications, at in-person events or on Web sites.
Find out more about the grand history of the CEBA Awards and the 2008 judges at www.CEBA-Awards.com.
The 2008 CEBA Awards are sponsored by BBN Networks, BtoB, Nielsen Business Media, Reed Exhibitions and United Business Media.
The Power of Many
ABM/FIPP B-to-B World Conference brings global leaders to NYC this September
For the first time ever, the world of B-to-B hits the Big Apple! Exchange ideas with your industry peers from around the globe and significantly increase your revenue and profits when the ABM/FIPP B-to-B World Conference comes to New York City this September 7-9. Join American Business Media, the International Federation of the Periodical Press (FIPP) and a melting pot of worldwide industry leaders to learn and discuss the hottest topics in b-to-b.
Interactive sessions will address traditional magazine publishing, licensing and partnering, digital media, workforce transformation, integrated selling success, the face-to-face experience, custom publishing and much more.
Featured speakers include:
- David Levin, CEO, United Business Media Limited (UK)
- Liu LieHong, President/CEO, CCID Group (CHINA)
- Patrick McGovern, Founder/Chairman, IDG (USA)
- Harold “Terry” McGraw III, Chairman/President/CEO, The McGraw-Hill Companies (USA)
- Nancy McKinstry, CEO/Chairman of the Executive Board, Wolters Kluwer (THE NETHERLANDS)
- Yuko Tanaka, Group Manager, Advertising Sales/International Relations, Nikkei Business Publications (JAPAN)
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!
Because New York City is so busy in September, ABM has shopped around to find you the best hotel rate in town! Discounted rates end next Wednesday, August 20, so click here to reserve your room at The Roosevelt Hotel today.
For more information about the program and registration, click here. Need visa information? Click here.
The ABM/FIPP B-to-B World Conference is sponsored by Silver Sponsors BPA Worldwide, The Jordan, Edmiston Group, Inc. and Nxtbook Media; Bronze Sponsors Mark Logic, Morgan, Lewis & Bockius, Nstein and Texterity; Media Sponsor BtoB; and Supporting Sponsor Convera.
ABM Event Demonstrates the Importance of Advertising in an Economic Downturn
History and research have proven that those who advertise during difficult economic times gain substantial competitive advantage by maintaining or enhancing brand presence while their competitors back off. This very fact encouraged business media professionals to gather at Scholastic Headquarters in New York City last Wednesday morning for ABM’s “B-to-B Meets Advertising in an Economic Downturn” breakfast event, where they learned straight from industry leaders about clarifying their sales strategies in the face of today's challenging economic climate.
Moderator Mike Chapman, editor of Adweek, opened the event with some optimistic words. “Despite the economic crunch, it’s not all doom and gloom,” he said, adding that the event provided the perfect forum for sharing, learning and venting about the current business environment. Panelists included John Favalo, managing partner of Group B2B at Eric Mower & Associates; Phil Johnson, president of PJA Advertising & Marketing; and Tom Stein, president and CEO of Stein Rogan + Partners.
Johnson said that today’s challenging environment is not completely attributable to the current economic downturn, but also to a tremendous amount of industry change; as new media technologies evolve, clients are looking to agencies for help defining their digital brands. Johnson added that while video is perhaps the greatest growth area, metrics are still “the Wild West,” often making it difficult to determine an accurate ROI.
When asked about the impact of the new media mix, Favalo said that clients are now asking for better focus, as dollars are the same but many more channels are available. Stein contributed an interesting fact: Last year, his agency saw 12% of the media mix devoted to print; this year, it may fall under 5%. Johnson said that new media also allows for cheaper advertising opportunities. For instance, the term “brand campaign” used to mean a full-page Wall Street Journal ad, while today, it can mean a (free) channel on YouTube.
The panelists shared some valuable words of wisdom for attendees. “Don’t act like a cost, act like an asset,” Favalo advised. Leverage all of your strengths for the client. Stein spoke to the media partners out there: Distinguish yourself through execution, bringing innovative ideas to the table, he said. Johnson suggested attendees step away from the paper and move toward a user environment.
B-to-B Meets Advertising in an Economic Downturn was sponsored by the Business Marketing Association of NYC and Tremor Media.
ABM On the Road
ABM Announces First International Business Media Conference in India
American Business Media is delighted to announce the first international business media conference in India, taking place February 12 and 13, 2009, at the Taj Mansingh Hotel in New Delhi.
The objective of the conference, produced with American Business Media and BPA Worldwide as presenting sponsors and in partnership with Cross Border Media Inc., is to provide a forum for business media companies around the globe to meet with their Indian counterparts, forming mutually-beneficial alliances and exchanging best practices.
“ABM, recognizing the enormous opportunities in today’s global marketplace and its members’ needs, is positioning itself to become the global b-to-b association,” said ABM’s president/CEO Gordon T. Hughes II. “We are delighted to offer media members the opportunity to experience India’s b-to-b community first-hand, much like we did in China in late 2006, bringing industry leaders together for a collective sharing of information, ideas and challenges. And we are thrilled to be working with both BPA Worldwide and Cross Border Media on this exciting Indian venture. ABM’s journeys abroad support our strategic initiative to help our members grow globally and become the global business information association.”
Glenn Hansen, president/CEO of BPA Worldwide, also spoke about this event. “Given the economic vibrancy that is India and with the opening of media to foreign investment,” he said, “there are great opportunities for foreign media firms in the b-to-b sector to collaborate with their counterparts in India. We have been in contact with publishers in India interested in best business practices and sharing their experiences with peers in their b-to-b markets. Taking a delegation of our publishing members from around the globe who have an interest in doing business in India will result in precisely that. As BPA Worldwide is the largest global non-profit organization, tasked with auditing media in more than 30 countries, our incoming Indian publishers may have an interest in reciprocating and visiting other countries in which they may have an interest in expanding their brands.”
Chander Rai, president/CEO of Cross Border Media, emphasized the usefulness of this forum in forging enduring media partnerships between Indian and international business publishers. “I am particularly impressed with the enthusiasm expressed by Indian publishers who have pledged full support by way of sponsorships,” Rai said. “In fact, I see 2009 as a turning point in India's b-to-b publishing industry.”
Government Affairs
Postal Update: USPS Reports Third Quarter Loss
Last week, the U.S. Postal Service announced its financial results for the third quarter of the current fiscal year (the months of April, May and June), and the downward trend continues. David Straus, ABM’s Washington counsel, reports a few of the highlights:
- Total volume versus the third quarter of last year is down 5.5% (with Periodicals down 3.3%).
- Revenue versus the third quarter of last year is down 2.5%.
- Expenses versus the third quarter of last year are up 1% (which is not bad, considering the recent rise in energy costs).
- The net loss for the quarter, and for the year to date, is about $1.1 billion.
- Record cost-of-living adjustments are expected to be necessary in September 2008 and March 2009.
The report indicates that next May's increase will likely be the maximum permitted by law, which American Business Media hopes is the increase in the CPI. Additionally, there will continue to be pressure from some quarters to increase Periodicals by more than that in order to assure that Periodicals revenues cover Periodicals attributable costs.
In addition to the third quarter report, there was also bad news on the Intelligent Mail Barcode (IMB) front. At last week’s Mailers Technical Advisory Committee meeting, Postmaster General Jack Potter reportedly referred to the Postal Service's deteriorating financial condition and announced, despite a press release saying that no pricing decisions have been reached, that there will be no discount for mail sent using the IMB. This announcement will be a significant disappointment to mailers, who have spent a great deal of money so far, with more to come, on development of IMB capability and who have been advised repeatedly that there would be discounts for full-service IMB mail. IMB implementation is still scheduled for next May.
ABM Member Feature
Showcasing the Finest Custom Content
In 2004, the Custom Publishing Council (CPC) launched the continent's first awards program devoted exclusively to custom publishing: the Pearl Awards. Custom publishers – small and large; b-to-b and b-to-c; representing clients in a wide range of industries; and producing magazines, newsletters and Web publications – have responded enthusiastically.
The Pearl Awards celebrate excellence in journalism, graphic design, publication packaging, development and execution of integrated marketing strategies, and the creative use of digital media. And this year, ABM has partnered with the CPC, co-sponsoring the b-to-b categories to increase recognition of the industry’s best custom publishing.
All Pearl Award entries are due Friday, September 5, 2008. Click here for more information or to enter.
eMedia Update
ABM Video Network Meets 'B-to-B Meets Advertising in an Economic Downturn'
Last Wednesday morning, more than 50 business media professionals gathered at Scholastic Headquarters in New York City for ABM’s latest professional development program, “B-to-B Meets Advertising in an Economic Downturn.” This Wednesday morning, the ABM Video Network will bring you highlights of the panel moderated by Adweek editor Mike Chapman.
Concerns about the “R-word” abound amidst reports of flat print advertising figures, but the attention at this breakfast event was focused on developing a more in-depth understanding of today’s market conditions and the opportunities that technology makes available for b-to-b professionals. The consensus was far from a doom and gloom scenario, as the panelists agreed that market opportunities do exist despite the challenging economic environment.
Tom Stein, president and CEO of Stein Rogan + Partners, reported some of his clients’ budgets are up for 2008, including TransitChek, DayJet and the Higher Education division of The McGraw-Hill Companies. He sees technology helping publishers to act as enablers in the buying cycle, allowing them to become marketing service providers, and clients who want to participate in a conversation about metrics during an era of demand generation.
Working with media partners is essential according to these experts, particularly for publishers wishing to take advantage of the ample opportunities online video offers, said Phil Johnson, president of PJA Advertising & Marketing. And as John Favalo, managing partner of Group B2B at Eric Mower & Associates observed, client plans for 2009 will have to be bullet-proof.
Tune into the ABM Video Network this week to hear more as well as audience Q&A; content of the event in its entirety will be posted in the ABM Video Vault. This event is the Association’s latest effort to offer resources, tips and informative strategies for ABM member companies during this flat economic cycle.
At www.AmericanBusinessMedia.com, you can access our video content on-demand. Just click on the title in the list of videos beneath the Dragonfly player on ABM’s homepage, to watch our content when and how you want!
Remember: Watching the ABM Video Network requires you to update to version 9 of Adobe’s Flash Player. And it’s easy to download: Just click here to access the update and download it to your computer!
Research Central
Did You Know?
Also referred to as Generation Y, Generation Next, iGeneration, Digital Generation, Connectivity Kids and Baby Boomlets, Millennials are more adept at managing in a changing, global and networked environment.
That’s just one cool fact from ABM’s latest research study, “Young Professionals as Decision Makers.”
Millennials have officially infiltrated the workplace and are making quite a (digital) impression with their tech-savvy, multi-tasking office superpowers. Also known as “Digital Natives,” Millennials are the new employees on the block, technically defined as those born after 1980. They’re strong in numbers, anxious to make their mark, and the most digitally proficient of all generations. Not only are Millennials making an impression in the workplace, but they also represent new professional decision-makers with substantial purchasing power.
ABM is well aware of the continually-shifting workforce and the importance of understanding and channeling this resource, so we’ve prepared a manual or “guide” for getting to know your new co-workers. Find out what makes them tick, how to harness their best traits, and much more.
ABM continues to make strides in raising the visibility and stature of the business information among tomorrow’s leaders. Therefore, our monthly “Outside the Cube” video broadcast and blog series, both featuring Wally Koval, target the millennium generation with his perspective on industry hot topics. In addition, ABM’s Media Mixers bring young professionals together for cocktails, connections and career advice. The next mixer is Monday, August 18, at Arctica Bar in New York City; Click here for more information or to register.
Click here to check out ABM’s latest research on young professionals.
The Importance of Advertising During Times of Economic Uncertainty... It's a Fact
Firms that invest aggressively in marketing send a reassuring signal of confidence to concerned customers about their staying power, and provide an incentive for customers to switch from brands/firms they perceive as weak.*
That’s just one of many significant findings from American Business Media’s recently-produced PowerPoint presentation, “The Importance and Value of B2B Advertising During Times of Economic Uncertainty.”
ABM recognizes that some marketers are concerned about investing in advertising during this current period of economic uncertainty. To address these concerns, 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.
Want to learn more about clarifying your sales strategy in the face of today’s challenging economic climate? Hear from a panel of leading industry marketing and advertising executives during ABM’s “B-to-B Meets Advertising in an Economic Downturn” event on August 6. Click here for more information and to register.
* Pennsylvania State University: ISBM Report, Raji Sriniva, Gary Lilien, and Arvind Rangaswamy, 2002
Forrester Fact Board
In 2009, b-to-b marketers plan to use more digital media, including emerging tactics like videos, Web-based events or online community pages.
This is only one of many significant findings from a recently-conducted Forrester consulting study, commissioned by American Business Media. It’s one of the most comprehensive in the business media space, and thousands of industry professionals are finding it an invaluable tool for analyzing the trends and impact of b-to-b media on both end users/decision-makers and marketers.
Our Forrester consulting study conveys just how important industry-specific media properties are. Find below all six versions of the study currently available to best fit your specific needs:
- The complete version
- The complete version broken out by the 21 industry categories
- One ideal for brief presentations at agencies and to clients
- One confirming the power of industry-specific Magazines
- One confirming the power of industry-specific Events
- One confirming the power of industry-specific Digital Media
Act now and access this important industry research, or contact Richard Bertin at r.bertin@abmmail.com for more information.
Top Media Moves
The Interactive Advertising Bureau announced the release of a Digital Video Ad Serving Template (VAST) for public comment. The template is designed to standardize communication protocol between video players and servers, according to the IAB.
Fairchild Fashion Group’s Women's Wear Daily introduced an all-new WWD.com, re-launched with a striking design, better functionality, video capability, blogs and daily stock reports. The revamped site will also feature exclusive content.
The Integrated Media Cooperative announced the addition of Moose River Media to its roster of members. Moose River Media is positioned as a leader in the business-to-business media environment, with brands covering the landscape and lawn care industry, light construction and hardscapes, sports fields, arborists, agriculture and forestry.
Event Calendar
SAVE THE DATE:
Los Angeles Regional Meeting
October 15, 2008, David Executive Conference Center, USC
American Business Media is hitting the road this fall, bringing the latest information on important industry issues to Southern California! This is a unique opportunity to network with fellow b-to-b professionals in your region while learning valuable tools and best practices to help you address the challenges of today’s business media environment. Topics may include, but are not limited to: talent recruitment and management, the transformed role of b-to-b editors, building on a strong print heritage, new technologies, cross-platform sales and more!
Click here for more information …
Member Event of the Week
Online Marketing Summit Summer Tour
Begins July 16, 2008, 11 Cities
Click here to find out more.
To see your event featured here, please contact us at info@abmmail.com.
Job of the Week
Advertising Sales Representative, Preston Publications
Blog of the Week
Word of Mouth: The Underlying/Overlying Sell? A Customer's Personal Story ...
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.
September 4, 2008, 11 AM EST
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