E-News : October 28, 2008
News of the Week
Forrester Finds Web 2.0 Hype Outpaces Reality for B-to-B Marketers
Despite the recent flurry of activity and buzz behind Web 2.0 tools, when it comes to program spending and execution, b-to-b marketers cling to familiar approaches, says a new report from Forrester Research*.
Forrester surveyed 189 b-to-b marketing professionals in seven different industries and found the majority of respondents - 60% or more - use conventional lead-generation digital tactics, such as e-mail newsletters, webinars, micro sites and online display ads, in their marketing mix. Many fewer - 31% or less - have begun to use tactics like blogs, podcasts and social networks as new ways to engage buyers and generate community conversations.
Additionally, less than 10% of respondents said they're currently including more cutting-edge social media applications like widgets, mashups, advergames, mobile ads and virtual worlds in their marketing plans. Why? "B2B marketers lack confidence that these tactics engage prospects and turn them into opportunities," according to the report's chief author and Forrester analyst Laura Ramos.
However, 25% of respondents believe social networks and online communities help to build brand awareness, so to avoid alienating socially-adept early adopters, Ramos wrote, b-to-b marketers should remain focused on audience and objectives first.
* "Making Social Media Work in B2B Marketing," Forrester Research, Inc., October 21, 2008
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ABM Resources
Do Not Mail Initiatives and Their Potential Effects
On September 24, the Congressional Research Service (CRS) released a report for Congress entitled, "Do Not Mail Initiatives and Their Potential Effects: Possible Issues for Congress." For those concerned about the effects of Do Not Mail legislation, this report is an important resource on the latest efforts in Congress on this issue, and indicates that there is still interest in these proposals in Washington.
The CRS is the research branch of Congress, which issues reports by request from Congressional offices on various topics relevant to current political issues and legislation.
Click here to access the full report.
Membership Update
ABM Launches New Products and Services, Increases Value to Membership During Uncertain Times
With today's challenging economic climate affecting the entire business information industry, American Business Media wants to ensure that it addresses the specific pain points of its members to guide them through these tough times. As part of its goal to increase the value of the Association to its members, ABM is introducing new programs and services that all members can take advantage of as we navigate through this time of transformation.
Since travel may not be an option these days, ABM is coming to YOUR area with the latest information on important industry issues. The Association is hitting the road for its first-ever regional meetings in cities across the U.S., including Boston, Chicago, Los Angeles, New York, San Francisco and Washington, D.C., to develop a sense of community among ABM members and to tackle the specific issues affecting them.
And because we know budgets are tight, we've made these meetings free of charge to members! ABM held its first meeting in Los Angeles earlier this month, and its next stop is New York City on November 12. Stay tuned to E-News to learn when ABM is coming to your city!
In addition, a major focus of the ABM executive staff is to connect with member companies outside of the office in order to better understand their specific needs and wants from the Association, and how we can fulfill them. ABM has already reached out to approximately 50 member companies in the past several months, either in person or via phone, and plans to continue as the year progresses.
ABM is your Association, and it is our goal to provide the products and services that best meet your needs, so if you have any issues, questions, comments or concerns that you would like to discuss with an ABM executive, please contact Wally Koval at w.koval@abmmail.com to set up an appointment.
Event Report
Top Management 2008 to Deliver Insights and Information You Can't Afford to Miss!
As you may already know, ABM has commissioned global management consulting firm Booz & Company (formerly Booz Allen) to conduct a major industry study, "A Roadmap for Profitable Revenue Growth," exploring the three most critical issues facing our membership during this period of transformation: content optimization, technological needs and organizational structure.
The unveiling of important findings from this study at ABM's Top Management Meeting make it a must-attend for you and your executive team.
Here's what you need to know:
WHEN: November 17-19, 2008
WHERE: The Westin River North, Chicago, IL
(Click here to reserve your room.)
WHO: All ABM member CEOs and their key management teams
WHY THIS IS THE MEETING YOU CAN'T AFFORD TO MISS:
You'll learn important insights from Booz & Company's study, including:
- Two roadmaps to accelerate profitable revenue growth
- Seven building blocks for success to drive each of these roadmaps
- Success stories and lessons learned from companies that are successfully pursuing these building blocks
- Implications of pursuing both roadmaps simultaneously - how to manage the resulting complexity
- Additional best practices from outside B2B media that members can use
In addition, you'll take home "20 Money-Making Ideas in 20 Minutes," especially valuable during these challenging economic times, from industry leaders including:
- Carr Davis, Co-CEO, Cygnus Business Media
- Peter Goldstone, President, Hanley Wood Business Media
- Heather Holst-Knudsen, Publisher, Managing Automation, Thomas Publishing Company
WHY THIS IS THE MEETING YOU CAN AFFORD:
Our new pricing structure for ABM media members makes it easier for you to bring the key members of your senior management team: The first TWO attendees will each pay $950, but if you bring three or more employees, each attendee after the first one will pay only $525!
So join us for the unveiling of this critical study, in addition to important keynote addresses, break-out sessions and networking opportunities, and gain course and direction for diversifying and growing your market leadership in today's rapidly-changing environment. Click here to register now!
Top Management 2008 is sponsored by: AdMedia Partners, the Atlantic City Convention & Visitors Authority, Berkery Noyes, BPA Worldwide, BtoB, CDS Global, Computer Fulfillment, Convera, Foster Printing Service, FOLIO:, InXpo, The Jordan, Edmiston Group, Inc., Omeda, Readex Research and Stream57.
Top off Top Management 2008 with the
11th Annual William D. Littleford Awards Luncheon!
Winners, recognized for contributing their time, money and talents to community-based initiatives, will be announced at a gala luncheon on November 19, during the Top Management Meeting in Chicago. The Grand Littleford Award winner will receive a $3,000 donation from the Littleford Foundation.
Click here to view the 2008 finalists.
Click here to reserve your seat now.
ABM Gets Down to the Business of Streaming Video
This December, streaming video is bound to be on everyone's wish list, as the b-to-b industry moves into the next era of digital transformation. If you do not currently offer streaming video as part of your digital offerings, you are missing out on its potential to extend your brand, engage and add value for your audience, and most importantly, boost your revenues.
So, if the thought of implementing streaming video has crossed your company's mind, you don't want to miss ABM and BtoB/Media Business' December 3 event in New York City, "Streaming Video 360: Unlock Your Revenue and Profit Potential," devoted to this emerging technology.
During this one-day event, you'll hear case studies from b-to-b leaders in online video, from smaller publishers to large, about how they're utilizing this platform to drive revenues. You will also discover which business models are best for your brand; determine the infrastructure and talent you need 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!
Additionally, for those charged with executing this technology, don't miss our afternoon video boot camp, including must-attend breakout sessions on the creation, shooting, editing and production of video.
Confirmed speakers include:
- Allison Arden, VP/Group Publisher, Advertising Age, Crain Communications, Inc.
- Ellis Booker, Editor, BtoB/Media Business, Crain Communications, Inc.
- Jonathan Shar, General Manager, CNNMoney.com
- Jim Spanfeller, President/CEO, Forbes.com
More speakers to be announced soon, but don't wait to learn how to cash in on this important revenue model ... Register today!
Government Affairs
Uncertain Economy Causes Problems for the Postal Service
The Postal Service should get a place in line on the bailout queue. It has just announced that it lost $1 billion in August, with no relief in sight. Even though the Postmaster General recently announced that it would not use its and the nation's financial woes as justification for a cap-busting, exigency increase next year, some remain concerned that it will do so. Many think that the Postal Service will try to get through the short-term by borrowing heavily.
The 12-month rolling average CPI is now up to 4.3%, up from 3.7% just two months ago. As many are aware, the 12-month average as of the end of December forms the cap for next May's postal rate increase. These numbers are available on the Postal Regulatory Commission's Web site (www.prc.gov), and it is clear that things have gotten worse quickly.
The four months that will drop out of the average after December (September through December 2007) range from only 2.3% to 2.9%, while the eight months that will carry forward range from 3.0% to 4.3%, with a steady month-to-month increase. By the end of December, the CPI should be around 5%, and that will cap the average increase for each class. But those who are still in sacks and not dropping shipping by next May will almost certainly see increases that could be significantly larger than this average. Those who are co-mailing will be closer to or even lower than the average.
eMedia Update
Outside the Cube & News You Can Use
This week, ABM is offering up a variety of online video content for on-demand viewing. On Wednesday morning, ABM's Wally Koval is back with a new edition of his monthly "Outside the Cube" series, exploring issues from the perspective of business media's next generation, the Millennials. Then on Thursday, beginning at 2:00 PM EST, catch a quick b-to-b news re-cap.
Wally is just returning from his first visit to India and is eager to share his impressions of a BRIC nation with one of the world's largest economies and an evolving technology sector, evidenced by their recent successful launch of a scientific probe to explore and map the moon's surface. So be sure to tune in this week as Wally reflects on his eye-opening journey abroad and his impressions of a nation with a rapidly-expanding b-to-b audience.
This Thursday, the Association takes its first step in bringing you more weekly news updates with a slant on stories directly impacting the b-to-b industry. Research shows more and more business professionals enjoy taking an afternoon "online video break" from their desktop, so please stay tuned in the coming weeks as we begin to bring you more news you can use!
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!
You can tune in to www.AmericanBusinessMedia.com anytime to view the latest edition of "Outside the Cube" ... 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! Catch new editions of "Outside the Cube" on the final Wednesday of each month.
Member Feature
Participate in Convera's Vertical Search Survey, Obtain FREE Copy of Results
Can vertical search, search toolbars and widgets make money for business information publishers? ABM member company Convera and E-consultancy.com are conducting an online "Vertical Search Survey" to find out.
Any ABM member who completes the survey will receive a FREE full copy of the results, due for release in early December. The survey will take just five minutes to complete and all feedback is anonymous. To participate, click here.
Research Central
The Importance of Advertising During Times of Economic Uncertainty ... It's a Fact
Even in a down economy, more than 95% of executives maintain a high interest in learning about and investing in new products and services.*
That's just one of many significant findings that highlights the value of 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.
* 2001 Yankelovich Harris Study
Meet the Millennials
Do you want to know where Millennials search for important information and how they value various media channels? Are you simply looking to better understand how this new generation infiltrating the workplace makes decisions as both professionals and consumers?
Well, look no further. ABM has 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 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.
What Do These Companies Have in Common?
Elsevier. CNN. Booz & co. FedEx. Nielsen. Kraft. PennWell. BBDO. Penton. Unilever. Ziff Davis. Pfizer.
These companies, and more than 5,000 others, are learning more about the power and value of business media through the recently-conducted Forrester consulting study, commissioned by American Business Media.
The study simultaneously examined more than 800 marketers who operate in the business media space and 800 end-users to provide an incredibly accurate and insightful assessment of the current state and value of b-to-b media. It's one of the most comprehensive studies ever done in the business media space, and 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.
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 different 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.
Top Media Moves
Business information provider Hoover's and its parent company Dun & Bradstreet announced the first two releases of a new product line offering mobile access to company and professional contact information.
Berkery Noyes announced it represented UpToDate, Inc. in its sale to Wolters Kluwer. Terms of the transaction were not disclosed. UpToDate is the leading provider of evidence-based clinical information designed by physicians for physicians for use at the point-of-care.
The Financial Technology Network of United Business Media's TechWeb announced the debut of EcoTech, an online resource dedicated to green initiatives for business and IT decision-makers at financial institutions.
Stamats Business Media's Buildings magazine won an American Graphic Design award for its April 2008 and January 2008 issues.
Nielsen Business Media announced an editorial reorganization at its Adweek Media Group that will combine content development and distribution for Adweek, Brandweek and Mediaweek magazines under one editorial organization.
Event Calendar
Country Leadership Tour: India
February 12-13, 2009, Taj Mansingh Hotel, New Delhi
To support ABM's new position as the global b-to-b association and its strategic initiative to help members grow globally, ABM is delighted to produce, in partnership with BPA Worldwide and Cross Border Media, the first international business media conference in India, providing a forum for business media companies around the globe to meet with their Indian counterparts, forming mutually-beneficial alliances and exchanging best practices.
Hear from some of India's leading b-to-b publishers and learn how you can cash in on this highly-profitable market through a variety of methods, including licensing, joint ventures, acquisitions, wholly-owned subsidiaries and outsourcing.
Click here for more information.
Member Event of the Week
Mark Logic's Digital Publishing Summit
November 6, 2008, New York City
Click here to find out more.
To see your event featured here, please contact us at info@abmmail.com.
Job of the Week
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.
Production/Manufacturing Technology Committee
October 30, 2008, 12:00 - 3:00 PM EST
(Reed Business Information offices in Oak Brook, IL)
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