E-News : February 24, 2009
News of the Week
B-to-B Experts Discuss Challenges, Opportunities with Online Advertising Models at ABM/IAB Breakfast Event
It was a full house last Wednesday morning at the Scholastic headquarters in New York City as American Business Media and Interactive Advertising Bureau members gathered for an in-depth look into the different online advertising models in use today. This free program marked the first joint initiative between ABM and one of its sister associations, the IAB.
After a welcome by ABM President & CEO Gordon Hughes, Linda Rigano, executive director of strategic services at ThomasNet and chair of ABM’s Publishers Committee, kicked off the morning.
The expert panel, moderated by Stephen Davis, VP/group publisher at SRDS, shared specific examples and case studies of the online advertising programs they have implemented within their own businesses and the challenges and opportunities they present for business media companies.
“The business model for Forbes.com is all about scale,” said Bruce Rogers, chief brand officer for Forbes, Inc., whose print and digital areas have been merged into one. He stressed the need for a large enough audience to target effectively online, adding that the better targeting you have, the higher CPM you can charge. He advised against participating in a horizontal ad network, stating that ad networks “degrade the value of your brand.”
John Chalon, formerly VP of Penton Media’s Entertainment Technology Group and group publisher, discussed how he led the transformation of Penton’s Broadcast Engineering magazine for the Web.
“Editors are not editor in chiefs; they are content strategists,” he said, stressing the importance, especially in business media, to identify the key trends driving your industry and aggregate all of your content into those trend categories. He developed topic-specific newsletters, events and webcasts, which were later repackaged into training courses and monetized.
Similarly, Stephen Lathroum, VP of business development and operations for Scholastic Marketing Partners, added that custom content is critical in the b-to-b space and advised attendees to “leverage all opportunities a company has.” He shared examples of how he used multiple platforms of the Scholastic brand, such as mini-sites, newsletters, online video and sponsored digital events, to gain digital revenue for SMART Technologies digital whiteboards for schools.
“Advertisers want more integrated buys beyond the banner ad,” continued Lisa Sullivan-Cross, VP of online for Nielsen Business Media’s Marketing, Media & Visual Arts Group, who created custom advertising programs centered around events. Adweek’s Super Bowl XLII program included ads on all Adweek sites, and sponsored micro sites with editorial content, data, video and social networking components via Twitter.
In addition to the panel discussion, Jeremy Fain, VP of industry services for the IAB, educated attendees on the IAB’s standards and creative guidelines for online ads, which were developed by the IAB and adopted industry-wide. He outlined the IAB’s creative guidelines for display ads (including banners and rich media), which allow for a greater reach of the audience and maximum efficiency on back-end creation of ads. He also discussed standards for other emerging interactive ad platforms, including video and mobile. Click here for the complete list of IAB guidelines.
'What ABM Means to Me'
American Business Media is working harder than ever to enhance the value proposition of your membership, and we’re constantly encouraged by positive feedback from our members.
Here in E-news each week will be a member testimonial which reflects how individual members view the ABM value proposition.
“Working on the Editorial Committee helps me to keep up with what my peers are doing, gives me a place to test ideas, and allows all of us to be vigilant about our core values in a time of interesting change.”
– Aric Press, Editor in Chief, The American Lawyer
New Member Profile
American Business Media is proud to welcome the following member, approved by the Association's board of directors during its November meeting in Chicago.
Eurasia Press, Inc. (International Media Member)
Eurasia Press, Inc. is publisher of Oil&Gas Eurasia, the world's leading publication for the international and domestic oilfield services and supply industry in Russia and the CIS. Technology driven, Oil&Gas Eurasia is the only international b-to-b trade publication produced in and distributed from Moscow. Eurasia Press also publishes Eurasia Offshore and in the downstream, Eurasia Processing.
For more information, visit www.oilandgaseurasia.com.
It's Never Too Early to Start Thinking About Your 2009 CEBA Award Entry ...
So we’re keeping the CEBAs top-of-mind by showcasing a 2008 winner each week in E-news. Learn from these examples of creative excellence in business advertising while working on your 2009 entries.
For advertising with an annual media budget of $100,000 or more:
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
Approximately 250 industry superstars filled the Allen Room at Jazz at Lincoln Center in New York City last October to celebrate outstanding business advertising achievements in publications, digital media and face-to-face events. The $25,000 grand prize is going to someone this year … Why shouldn't it be you?
Stay tuned at www.CEBA-Awards.com for updates.
Click here to join American Business Media on Facebook!
2008 Media Revenue & Cost Report
Results free for survey participants
American Business Media’s 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 for 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.
ABM's Washington Initiatives Heat Up as Updates Unfold on Two Hot-Button Issues
FTC Releases Long-Awaited Comments on Behavioral Advertising
After much anticipation, the Federal Trade Commission issued a revised report on behavioral advertising earlier this month, following up on its proposed set of self-regulatory principles released in December 2007.
In its 48-page report, "Self-Regulatory Principles for Online Behavioral Advertising" (which is available here), the FTC continues to advocate for voluntary industry self-regulation of behavioral advertising under four basic principles. At least for now, the agency is not advocating federal legislation in this area - a positive outcome for ABM members.
The report shows that the agency listened to arguments made by ABM and other publishers, during the comment period last year, to the effect that its proposed self-regulatory principles should not apply to activity within a single Web site. The FTC report recognizes that a Web site's tailoring of content and advertising based on consumer activity on that site should be exempt from the proposed principles. However, if an ABM member Web site collects data from Web site users and then shares that data with a third party for the purposes of behavioral advertising, then the FTC principles would apply to such practices.
Additionally, the FTC agreed in the report that "contextual advertising" (targeting of ads based solely on the content of a particular Web site or search, without the collection and retention of data about the consumer's online activities over time) should also be exempt from the principles, because consumers are likely to understand why they received such ads. However, if data is collected and retained over time for future use beyond immediate delivery of an ad or search result, then those practices remain covered under the FTC principles.
The four basic "guidelines for self-regulation" proposed in the report are:
- Transparency and consumer control
- Reasonable security for and limited data retention of consumer data
- Affirmative express content for material retroactive changes to privacy policies
- Affirmative express consent to (or prohibition against) use of sensitive data
While the report was issued by FTC staff, and approved by commissioners by a vote of 4 to 0, two commissioners stressed that unless industry adopts strong and effective self-regulation, they would favor more aggressive regulation of behavioral advertising.
"Industry needs to do a better job of meaningful, rigorous self-regulation..." said Commissioner Jon Leibowitz in his concurring opinion. "Put simply, this could be the last clear chance to show that self-regulation can - and will - effectively protect consumers' privacy in a dynamic online marketplace."
In a press release, the FTC added that its staff "will continue the public dialogue regarding the privacy issues raised by behavioral advertising" and in the coming year, "will evaluate self-regulatory programs and will conduct investigations, where appropriate, to determine whether practices in this industry violate Section 5 of the FTC Act."
David Straus and Mark Sableman of Thompson Coburn LLP (ABM's Washington counsel) have prepared a memo that summarizes the FTC report and its effect on the Association membership. ABM members can view the memo here.
Industry groups are already working to address the FTC report. ABM is working with the Online Publishers Association, Software and Information Industry Association, Magazine Publishers of America and a broad coalition of first-party publishers organized by The McGraw-Hill Companies to address behavioral advertising. In addition, The American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association and the Interactive Advertising Bureau have formed a joint task force to further develop industry self-regulatory guidelines in response to the FTC.
Stay tuned as ABM and its counsel deliver the latest information to the Association as this issue continues to unfold.
Shield Law Reintroduced in the House
American Business Media is pleased to report that the Free Flow of Information Act (or the Reporter Shield Law) was reintroduced in the House of Representatives on February 11 by Reps. Rick Boucher (D-VA), Mike Pence (R-IN), John Conyers (D-MI) and Bob Goodlatte (D-VA), as well as 35 other original co-sponsors of the bill.
The Free Flow of Information Act of 2009, which protects journalists against being compelled to disclose the identity of their sources, is identical to the bill that passed in the House last year by a vote of 398 to 21. The bill includes reasonable standards for when reporters can be compelled to testify and when they can receive legal protection. It contains exceptions pertaining to acts of terrorism, harm to national security, eyewitnesses to a crime or information needed to prevent bodily harm.
A similar bill is also expected to be introduced in the Senate during this Congress.
ABM is among 70 media companies and organizations that support a federal shield law and urge Congress to act quickly in passing the legislation. ABM's lobbying firm, Wexler & Walker, is very active in following the legislation and arranging Capitol Hill meetings on ABM's behalf in an effort to ensure passage in this Congress.
News on Print
Business-to-Business Magazine Revenues Decline As Economy Struggles
Business-to-business magazine revenues show a full-year decline of 7.3% as a result of the current economic conditions, according to the latest BIN data.
Examined on a quarterly basis, revenues were down 5.3% in the first quarter, 6.0% in the second quarter, 5.9% in the third quarter and 13.1% in the fourth quarter.
Despite the overall decline, five of the 22 BIN categories showed growth in magazine revenues. These categories, with the highest growth first, include Agriculture; Transportation & Logistics; Architecture, Design & Lighting; Aviation, Aerospace & Military and Professional Services.
"While b-to-b magazines have experienced a 7.3% decline, other b-to-b media platforms have declined less or showed growth,” stated Gordon T. Hughes II, ABM's president & CEO. "For the long term, we believe that b-to-b media will continue to serve the needs of the marketing community with superior products and services, and will grow accordingly."
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 data, by category, is available on the American Business Media Web site or by clicking here.
ABM Unveils Annual Conference Agenda
Join b-to-b media leaders from around this world this May 3-6 for ABM’s Annual Conference 2009 – Critical Answers at a Critical Time, and discover innovative and strategic solutions for driving revenue and profits, developing new products and services, and expanding your brand globally.
Click here to view the conference agenda, which features powerful keynote addresses, valuable networking opportunities, insightful case studies, important workshops, and much more.
Featured speakers will include:
- Pat McGovern, Chair, IDG
- Michael Hansen, CEO, Elsevier Health Sciences
- Sharon Rowlands, CEO, Penton Media
- Dr. Joseph E. Kasputys, Chair/President/CEO, Global Insight, Inc.
Register now for the most critical b-to-b meeting of the year! Early Bird registration rates end March 27, 2009.
For more information, contact Ai-Linh Nguyen at 212.661.6360 ext. 3320 or firstname.lastname@example.org.
Just ONE WEEK Until Digital Velocity 2009!
It's a fact - your 2009 dollars are tight and have to work harder than ever. How do you capitalize on the digital opportunity in today's tough times?
On March 3 & 4 at The McGraw-Hill Conference Center in New York City, online media experts from top companies, including The Christian Science Monitor, Reed Business Information, Forbes.com, Crain Communications, Hearst Publications and more, will offer solutions-based strategies for maximizing your digital ROI during expert panels and breakout sessions.
Start realizing the digital ROI with reduced rates for 2009… Click here to register today for the must-attend b-to-b digital media event.
ABM's Events Summit Only TWO DAYS AWAY!
This Thursday, February 26, ABM’s Events Summit converges on the Digital Sandbox in New York City to bring you a half-day, budget-friendly program, focusing on marketing, technology and sponsorship sales, that will make your events portfolio shine in these turbulent times.
Speakers include events industry leaders from Advanstar Communications, Nielsen Business Media’s Hospitality Design Group, Reed Exhibitions, TechWeb and more.
Only $174 for ABM and SISO members and $199 for non-members… click here to register now!
What Do These ABM Member Companies Have in Common?
Advanstar Communications. Allured Business Media. Meister Media Worldwide.
These, and more than 130 other ABM member companies, are utilizing insights from the ABM/Booz & Company landmark industry study, "A Roadmap for Profitable Revenue Growth,” to help grow their businesses efficiently.
Booz & Company explored the most critical issues facing the ABM membership today, and identified two key pathways to success - one more traditional pathway built on serving the marketer, and one evolving approach which focuses on the end-user (readers, viewers, attendees).
ABM continues to deliver insights from the study to its membership through a variety of outlets. Hundreds of ABM members have already downloaded the various study reports and viewed the free members-only webcasts ... Are you taking full advantage of this material?
If you'd like to set up a meeting with Booz consultants or ask them specific questions pertaining to your business, please contact Mark Rothman at 212.681.1106.
'Outside the Cube' Analyzes the Millennial Impact on B-to-B Media
It’s the final Wednesday of February, so that means ABM’s Wally Koval is back with a new edition of his monthly “Outside the Cube” series, exploring issues from the vantage point of the next generation of business media managers and leaders – the Millennials.
Tune in to www.AmericanBusinessMedia.com tomorrow morning, beginning at 9:00 AM EST, as Wally explores another hot industry topic from his cubicle.
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 “Outside the Cube” broadcasts on the final Wednesday of each month.
ABM Member Feature
It's All About the Future - Don't Miss the CPC's Upcoming Content '09
ABM members eligible for CPC member rate
You’re cordially invited to attend the Custom Publishing Council’s “Future of Branded Content: Building Value-Added Custom Media Programs Across Platforms” on March 22. This year’s conference – now in its second year – has been specially tailored to arm you with the tools you need to improve your existing custom media programs and forge ahead in new and inventive ways in the coming year. Discover ways to improve content, build stronger brands, and explore new methods to monetize custom media programs.
You’ll learn from industry leaders about how to:
- Leverage new distribution channels in the ever-changing media landscape and maximize them for clients;
- Identify and understand future trends and behavior in consumers; and
- Create and monetize a thriving social network that captures the attention of your audience and keeps them coming back for more.
All ABM members are eligible for the special CPC member rate! Register now.
Did You Know?
Industry-specific magazines rank #1 (69%) among traditional b-to-b media used by business decision-makers while at work; 65% of those surveyed identified industry-specific conferences, while 62% chose industry-specific trade shows.
This is just 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 already finding it an invaluable tool for analyzing the trends and impact of b-to-b media on both end users/decision-makers and marketers. 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.
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 email@example.com for more information.
Did You Know?
Firms which maintain or increase their advertising budgets during a recessionary period could boast an average sales growth of 275 percent over the preceding five years.*
This is just one of many significant findings from American Business Media’s recently-produced PowerPoint presentation (now with updated data for 2009), “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.
* McGraw-Hill Laboratory of Advertising Performance (LAP), 1985
Top Media Moves
VerusMed, the medical information business unit of ConnectivHealth, Inc., has been sold to Intellerus, LLC. The Jordan, Edmiston Group, Inc. advised ConnectivHealth on this transaction.
The Interactive Advertising Bureau has formed an Advertising Agency Advisory Board to spark dialogue among agencies, publishers and marketers.
Yahoo became the first search engine to offer advertisers the ability to display images, logos or videos next to the text ad links produced by search queries.
Berkery Noyes and Seneca Financial Group announced the formation of a strategic partnership to advise companies seeking restructuring advisory services in the global information, media, marketing services and related technology areas.
Incisive Media’s Law.com Law Technology News have launched a new e-newsletter, the “Law Technology News Daily Alert.” The free daily newsletter will deliver breaking developments, top stories, white papers, Twitter feeds and trend information related to technology products, issues and usage by attorneys, law firms and in-house legal departments.
Reed Business Information’s Variety announced that Brian Gott, formerly VP/associate publisher, has been promoted to publisher of the magazine in a restructuring of senior management that included the promotion of four other executives.
As part of its ongoing drive to provide the most accurate and transparent audited data for all media platforms – print, face-to-face and online – global media auditor BPA Worldwide announced the promotion of Russ Haderer to Senior Vice President, acting as Chief Quality Officer.
55th Annual Jesse H. Neal Awards
March 19, 2009
The Rainbow Room, New York City
Celebrate editorial excellence and find out who will take home the Grand Neal Award at the 2009 Jesse H. Neal Awards, the industry's most prestigious and sought-after editorial honors. Now being held at the legendary Rainbow Room in New York City!
Member Event of the Week
PR News Media Relations Forum
March 10, The National Press Club, Washington, D.C.
To see your event featured here, please contact us at firstname.lastname@example.org.
Job 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.
Entrepreneurial Committee/Smaller Publishers Sub-committee
February 25, 3:00 - 5:00 PM CST, Chicago, IL
(Featured speakers include: Mike Hurley, VP, Corporate Sales, Hanley Wood; Ed Gillette, President, Scranton Gillette Communications; and Joe Pulizzi, Founder/Chief Content Officer, Junta42)
March 2, 2:00 PM EST, McGraw-Hill, NYC
March 2, 4:00 PM EST