E-News : September 23, 2008
News of the Week
China Periodicals Association Visits ABM
To support its new positioning as “the global, digital b-to-b association” and its strategic initiative to help members grow globally, ABM was delighted to welcome Xiao Wei Hu, vice secretary general of the China Periodicals Association (CPA), to our New York offices last week.
Though the scale of China’s b-to-b media industry is still small, it’s expected to grow rapidly in the near future. “We think it’s the very beginning stages for the Chinese b-to-b industry,” said Hu, who added that, this year, 9 of the CPA’s 11 newly-established committees will be b-to-b. Hu is also one of the founders of the Sino Publications Audit Center (SPAC), which will provide a circulation auditing service to all Chinese newspapers and magazines, undoubtedly a key step in the regulation of China’s publishing business.
Hu attended the ABM/FIPP B-to-B World Conference earlier this month and picked up ideas and best practices for b-to-b success, which he’ll bring back to China. He also expressed interest in joining ABM, not only to gain important industry intelligence but also to form strategic relationships with other members.
New Member Profiles
American Business Media is proud to welcome the following members, approved by the Association's board of directors during its August meeting in New York City.
“I’m delighted to welcome such a diverse group of member companies,” said Gordon T. Hughes II, ABM’s president and CEO. “The expansive nature of our membership continues to reflect the transformation of our industry and the broadening of ABM’s footprint.”
Online Publishers Association (Sister)
Founded in June 2001, the Online Publishers Association (OPA) is a not-for-profit trade organization dedicated to representing high-quality online content providers before the advertising community, the press, the government and the public.
Comprised of some of the most trusted and well-respected media brands, the OPA is committed to producing groundbreaking research into online advertising and media consumption with the goal of advancing the online publishing industry. Through credible research and ongoing communications, the OPA seeks to establish and promote the Internet as an effective advertising medium for marketers and a sustainable media business for publishers, thereby ensuring the continued availability of quality content for consumers worldwide.
For more information, visit www.online-publishers.org.
EBSCO TeleServices LLC (Associate)
Established in 1980, EBSCO TeleServices (ETS) specializes in outbound telesales and marketing. ETS is a full-service telemarketing firm with expertise in business-to-consumer as well as business-to-business outbound calling programs. Its mission is to provide clients with a flexible, high-quality telephone marketing resource.
With four outbound call centers located in Ohio, ETS offers more than 200 workstations backed by the latest predictive dialing systems and technology operating seven days a week. ETS also operates sales and customer service offices in Alabama, Arizona and New Jersey.
For more information, visit www.call-ets.com.
SAVE THE DATE!
Fall into October with the next installment of ABM's Media Mixer on Monday, October 6, at Redemption Grill (53rd & 2nd) in NYC!
More details to follow, but visit us on Facebook for the latest updates!
2008 Media Revenue & Cost Report
Results free for survey participants
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 email@example.com.
Top Reasons to Attend the 2008 CEBA Awards NEXT WEDNESDAY:
- Join in the accolades of the Grand CEBA winner and their receipt of the $25,000 prize.
- Celebrate and network with the industry’s best and brightest, our 2008 finalists and winners.
- Honor the 2008 CEBA Creative Hall of Fame inductees: DDB Worldwide, The Martin Agency, Gordon Bowen, founder/CCO of mcgarrybowen, and Tom Stein, president/CEO/founding partner of Stein Rogan + Partners.
- Find out who will take home the highly-recognized and coveted CEBA Awards.
- Listen to exciting presentations by our hosts: John Colasanti, CEO of Carmichael Lynch, and Nina DiSesa, chairman of McCann-Erickson New York.
- Mingle with representatives from the industry’s superstars: BBDO, Carmichael Lynch, GE, IBM, McCann-Erickson, Ogilvy and more.
- Say hello to David Bell, chairman emeritus of the Interpublic Group and 2006 CEBA Hall of Fame winner.
- Experience the view at Jazz at Lincoln Center.
Reserve your seat here!
Find out more about the grand history of the CEBA Awards and the 2008 judges at www.CEBA-Awards.com.
ABM Hits Southern California for Regional Meeting, Executive Roundtable
American Business Media is heading west this fall for its first ever Los Angeles Regional Meeting, bringing the latest information on critical industry issues to the Southern California region on October 15.
For those of you in the LA area, this is your opportunity to network with business media professionals, while learning valuable tools and best practices that will help you address the challenges of today’s business media environment – all at no cost to members of ABM and the Western Publications Association members!
Kicking off the half-day event with a keynote address on the current digital transformation is Tony Uphoff, CEO of TechWeb, United Business Media LLC, who will use UBM’s technology case study to describe how he takes the latest digital platforms to market. Other topics include integrated sales and talent management, retention and recruitment.
And if that’s not enough, on October 14, the day preceding the regional event, the WPA and ABM are offering senior media executives the ability to come together as colleagues and friends to discuss their “pain points” and new ways of managing their businesses for a highly-interactive “Executive Roundtable.”
The three-hour session, which is being facilitated by Nick Ferrari, ABM’s EVP of business development, will address the most pressing topics facing the industry today, including talent management, technology and content optimization. Attendees will learn relevant, real-world solutions to their toughest challenges from a multitude of different perspectives.
You won’t want to miss ABM as it lands on the west coast this October, so click here for a full list of speakers and to register.
ABM On the Road
ABM Announces Regional Governors
ABM is bringing the industry to your neighborhood with its recently-reignited regional initiatives! The Association will be reaching out to its membership across the country with regional volunteer governors, industry leaders from member companies, who will form committees to decipher the needs of each particular area.
The governors are:
- Beth Bronder, Publisher, GOVERNING magazine, Congressional Quarterly Inc. (Washington, D.C.)
- Tom Cintorino, SVP, Digital Media, PennWell Corporation (Boston)
- Randall Friedman, VP/Group Publisher, Lebhar-Friedman, Inc. (New York)
- Janet Ludwig, President, Allured Publishing Corporation (Chicago)
- Marion Minor, President/CEO, M2MEDIA360 (San Francisco)
- Ron Wall, SVP, Publications, Canon Communications (Los Angeles)
Events kick off this October 15, when ABM heads to Southern California for the L.A. Regional Meeting. Not only will ABM’s regional initiatives unite members and address the needs of each location, but they’re yet another portal for delivering important industry information to our membership.
Information Policy Committee to Tackle Behavioral Targeting
With behavioral advertising under increasing investigation by Congress in recent weeks, and privacy advocates, Internet companies and advertising industry groups continuing to debate a federal law versus industry self-regulation of Internet advertising, ABM’s Information Policy Committee (IPC) is committed to developing a position on the issue for ABM members.
At its September meeting, the IPC discussed the concerns raised by behavioral advertising, or targeting, and formed a sub-committee to further examine the issues involved, which are of critical importance to ABM members and the overall b-to-b industry.
One of the group's focuses is to clarify the behavioral advertising issues impacting b-to-b versus consumer publishers, since much of the threat lies on the consumer side. In addition, they are drafting a policy paper to be presented to the ABM Government Affairs Committee (GAC) for approval at their meeting during the Top Management Meeting in November, which will outline ABM's official position on the issue.
Marketing & Media Buying
Leading Industry Marketer Offers Tips for Managing in a Downturn
Last month, business media professionals gathered in New York for ABM’s “B-to-B Meets Advertising in an Economic Downturn” breakfast event, where they learned straight from industry leaders about how to focus their sales strategies in the face of today's challenging economic climate.
One of the morning’s speakers, John Favalo, managing partner of Group B2B at Eric Mower & Associates, has kindly given us some additional thoughts from the session to share with ABM members. Some of his insights (more to follow in the coming weeks) are below.
Areas of Potential Growth for Publishers and Media Organizations (Part Two):
- Get more creative in how you spend/re-align expenditures, LIKE:
- OPM (Use Other People’s Money). Look to create partnerships consistent with brand platform, which will offer cross promotion and networking opportunities (e.g., BusinessWeek and LinkedIn alliance).
- Focus on growth segments (e.g., “transformational” industries, as Bearing Point calls them). These are industries that become more important in tough times, like pharma and energy, and segments less susceptible to consumer market influence, like government.
- Give up two, go stronger in one. Cut two Tier 2 or 3 programs and add some of the savings to make a Tier 1 stronger or expanded.
- Focus on more data-driven marketing, like lead generation and data analytics, and delivery via more direct channels.
- Per Opinion Research … What to do: Help differentiate the customer experience and competitive offering (stand out). Evaluate markets to take advantage of new opportunities. Maximize brand promise and asset value through fact-based and experience-based techniques. Establish benchmarks for key metrics. Build on brand strength to attract best-in-class partners (value chain). Retain and engage best employees.
- IDC Research: Marketing must transform its role from communicator to trusted educator in direct communications with customers and in better enabling its sales teams to deliver relevant and credible information.
- IDC Recommends: Understand the value a buyer gets from each interaction. Know what the buyer wants re: facts and information, and respond with content/marketing and sales assets tuned into their needs. Create and deliver high-value content tuned to buy cycle needs. Be relevant. Be credible.
Sources: IDC, BtoB magazine, Bearing Point, Forrester, Opinion Research, Eric Mower and Associates.
Want to learn more about investing in advertising during this current economic climate? Check out ABM’s recently-produced PowerPoint presentation, “The Importance and Value of B2B Advertising During Times of Economic Uncertainty.”
'Outside the Cube' is Back in Time for Ad Week!
September is drawing to a close (can you believe it?) and that means another episode of “Outside the Cube” on the ABM Video Network! With Ad Week V kicking off this week, ABM’s Wally Koval talks about the advertising industry from the perspective of a Millennial b-to-b professional looking to broaden his understanding of what it means to the business information industry.
Be sure to tune in as he shares his plans for taking in some of the Ad Week festivities and challenges his Millennial counterparts based in the Big Apple to get out there and get a feel for the New York ad community’s event of the year.
There have been a slew of requests for video footage of the speakers and panelists from the recent ABM/FIPP B-to-B World Conference. So ABM is posting video coverage of the event on our homepage video player, our social network, and of course we’ll also be posting the various presentations in our Video Vault.
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!
ABM Member Feature
The Role of Events in Your Evolving B-to-B Media Portfolio
ABM’s recent Forrester Research study documented the growing importance of face-to-face events for b-to-b marketers. Respondents to the survey identified events as the most effective marketing vehicle for both building brand image and generating qualified leads.
While most traditional b-to-b publishers have a dedicated plan established to achieve transformation with digital media, fewer appear to have as strong a commitment to securing their fair share of marketer dollars invested in face-to-face media.
In his latest column, John Failla, CEO of Tesoro Events, shares important tips for b-to-b companies looking to successfully develop the business potential of events.
Check out John’s column here.
Did You Know?
Word of mouth is the #1 influence on business purchases for executives of ALL ages, and for young professionals, this requires top-down and peer-to-peer communication.
So, how then, is information shared between young professionals? Find out what communication channels are used most frequently by Millennials by checking out ABM's latest research study, “Young Professionals as Decision Makers,” and be sure to pass it along to your colleagues.
ABM continues to make strides in raising the visibility and stature of the business information industry among tomorrow's leaders. Therefore, in addition to this research, our monthly "Outside the Cube" video broadcast and blog series, both featuring Wally Koval, target the Millennium generation. Furthermore, ABM's monthly Media Mixers bring young professionals together for cocktails, connections and career advice.
Click here to check out ABM's latest research on young professionals.
Forrester Fact Board
Business decision-makers are highly involved with all industry-specific media: 64% read three or more magazines last month, and 51% attended three or more conferences or trade shows during the last 12 months.
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 six versions of the study 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
Also take advantage of our webinar tutorial and learn how to best utilize the study’s findings, especially valuable during this time of economic uncertainty. Act now and access this important industry research, or contact Richard Bertin at firstname.lastname@example.org for more information.
Top Media Moves
Freeman launched the first phase of its new Web site. The initial site redesign is the latest step in the company's repositioning to offer broader, more strategic and creative solutions, in addition to the logistics expertise Freeman is well-known for.
WATT Poultry announced the release of the 2008/2009 Executive Guide to World Poultry Trends, an outlook on the poultry industry that uniquely features forecasts from the USA’s Food and Agricultural Research Institute, the Organization for Economic Co-operation Development and the Food and Agriculture Organization of the United Nations.
The Interactive Advertising Bureau has issued Email Data Management Best Practices, a position statement recommending privacy and data security guidelines for publishers, marketers and service providers.
Farm Progress Companies announced that its agriculture publications will deliver IRON Search used machine listing advertisements in a new format. The IRON Search ads will be featured in a new section of Farm Progress magazines.
SAVE THE DATE:
Streaming Video 360 -
Recognizing the Business Opportunities in Online Video
December 3, 2008, Radisson Martinique Hotel, New York City
Are you offering streaming video as part of your digital offerings? If not, you are missing out on its potential to extend your brand, engage and add value for your audience, and most importantly, boost your revenues.
Join American Business Media and BtoB/Media Business during this one-day event and hear case studies from b-to-b leaders in online video – from smaller publishers to large – about how they’re driving their revenues with this platform; find out which business models will help you bring in revenues for your brand; determine the infrastructure and talent you need for your organization to take this technology to market; learn from advertisers on the migration of their dollars to video and how to capture your share; and much more!
PLUS: For those charged with executing this technology, don't miss our must-attend breakout sessions on the creation, shooting, editing and production of video!
Member Event of the Week
BMA-NYC's Communicator of the Year Event
September 23, 2008, Tavern on the Green, New York City
Click here to find out more.
To see your event featured here, please contact us at email@example.com.
Job of the Week
Blog of the Week
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 26, 2008, 10:00 AM EST