E-News : September 1, 2009



News of the Week


Mark Your Calendars for ABM's 2009-2010 Regional Programs!

Last fiscal year, six successful ABM regional programs were produced in the following cities: Boston, Chicago, Los Angeles, New York, San Francisco, and Washington, D.C. More than 400 b-to-b media professionals attended the first six programs combined, approximately 60% of whom had never attended an ABM event previously.

This year, with the assistance of regional governors and committees, ABM will continue to bring the latest information on important industry issues to cities across the U.S. – all locally designed, staffed, and offered at no cost to ABM members.

Click here for more information about ABM’s regional programs, and mark your calendars for the following:

Los Angeles:
November 18, 2009
USC Davidson Conference Center

Washington, D.C.:
February 11, 2010
8:30 am – 12:30 pm
American Gas Association

New York:
March 25, 2010
8:30 am – 12:30 pm
Google, Inc.

April 14, 2010
8:30 am – 12:30 pm
Google, Inc.

April 29, 2010
8:30 am – 12:30 pm
Wyndham Cleveland at Playhouse Square

San Francisco:
May 2010
(Date and Location TBD)

June 3, 2010
8:30 am – 12:30 pm
John Hancock Hotel & Conference Center


Top Media Moves

Connotate announced that KMWorld selected Agent Community GEN2TM as a “Trend-Setting Product of 2009” for the fourth consecutive year.

In response to economic pressures, the Board of Directors of BPA Worldwide unanimously approved a plan to freeze member dues and audit rates at the July 2008 level.


'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.

“As Peggy Walker put it, [ABM’s 2009 Annual Conference] was ‘the finest ABM conference ever.’ I think the most important aspect was that each of the delegates went home with some really pragmatic advice and the enthusiasm to execute it.”
- Chander M. Rai, President & CEO, Cross Border Media Inc.


Click here to follow ABM on Twitter!

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Job of the Week

Senior Web Developer, mediabistro.com

In addition to the “Job of the Week” highlighted in each issue of E-news, ABM has recently expanded its online job board to better reach out to the membership and media community with quality career opportunities. Powered by mediabistro.com, the site is updated constantly with openings across the country and enables you to search by industry and location. So what are you waiting for … Click here to begin your search! 


Committee Watch

Operations Committee: September 8, 2:00 – 4:00 PM EST, ABM Headquarters

Media Marketing Committee: September 9, 1:00 – 3:00 PM EST, ABM Headquarters

Editorial Committee: September 10, 10:00 AM – 12:00 PM EST, ABM Headquarters



ABM's Newly-Revamped Committees & Councils Get to Work

As the summer draws to an end, ABM’s newly-revamped committees and councils are just getting underway with upcoming meetings to work on their latest projects.

Among the exciting initiatives from the committees and councils that ABM members will see over the next several months include: an updated call for entries, with all-new categories, for the 2010 Neal Awards; a series of Digital Velocity webcasts scheduled to kick off this fall; and new case study/best practice presentations from the Entrepreneurial and Production/Manufacturing Committees, and the Business Information Council. More projects will be announced as the groups meet to set their agendas for the year, so stay tuned!

ABM’s committees and councils are a valuable resource to many ABM members, giving them the opportunity to network and share ideas with the industry’s best and brightest. “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,” said Aric Press, editor in chief, The American Lawyer. Added Robin Ashton, publisher of Foodservice Equipment Reports, Gill Ashton Publishing, “As a small publisher, we belong to the Entrepreneurial Committee and find the exchanges with other publishers invaluable.”

ABM has also developed a committee and council calendar, which lists the time, date and agenda of upcoming meetings, which kick off on Tuesday, September 8, at the ABM headquarters.

The 2009-2010 line-up of committees and councils includes:

Chair: William Miller, President, Meister Media Worldwide

Chair: Christine Oldenbrook, Director of Marketing & e-Media, Bobit Business Media

Chair: Megan St. John, Managing Director, InfoCommerce Group, Inc.

Chair: Jim Meyers, President, Imagination Publishing

Chair: Chris Kevorkian, VP, Network, Business.com

Chair: Janice Tuchman, Editor-in-Chief, Engineering News-Record, The McGraw-Hill Companies

Chair: Michael Hurley, VP, Corporation Sales, Hanley Wood, LLC

Chair: Vincent Polito, Senior VP, Reed Exhibitions N.A.

Chair: Chander Rai, President/CEO, Cross Border Media Inc.

Chair: Alan Imhoff, President, International Medical News Group, Elsevier

Cindy Braddon, VP, Government Affairs, The McGraw-Hill Companies

Chair: Glenn Laudenslager, Marketing Director, Reed Exhibitions N.A.

Chair: Tom Cintorino, Senior VP, Digital Media, PennWell Corporation
   Finance Sub-Committee
   Chair: Eric Lundberg, SVP/CFO-North America, Incisive Media
   Production/Manufacturing Sub-Committee
   Chair: John Blanchard, VP, Manufacturing, Reed Business Information
   Talent Management Sub-Committee
   Chair: Ivy Molofsky, VP, Human Resources, Thomas Publishing

Co-chairs: Jonathan Chalon, Former VP/Group Publisher-Entertainment Technology Group, Penton Media, Inc. & Linda Rigano, Director, Strategic Alliances, Thomas Publishing Company

For questions about ABM’s committees and councils, or to participate, contact Debbie Humphreys at d.humphreys@abmmail.com.



B-to-B Case Study Series Now Available Online
Second in series confirms importance of Web metrics

ABM recently partnered with BtoB magazine to compile a series of case studies from previous BtoB coverage that showcases the strategies b-to-b media companies are utilizing to achieve their objectives.

While the complete series is available in the Research & Marketing section of ABM’s Web site, the second case study, on Cisco WebEx’s e-mail marketing strategy, has been reproduced below to emphasize the importance of utilizing metrics to help boost sales and engagement.


After noticing periodic yet significant increases in response and webinar registration from its e-mail marketing campaigns, Cisco WebEx wanted to determine what specifically was causing the spikes and tweak its marketing program accordingly.


The company’s marketing team analyzed Web metrics and discovered that e-mails related to e-learning generated a significant increase in engagement behaviors.

Based on this recognition that customers were looking to Cisco WebEx to fulfill their training needs, as well as some external industry data, the company transformed the way it markets e-learning services. Now, marketing efforts include content about new legislation and education mandates, and are largely based on dates and deadlines of training requirements.


By planning e-learning webinars around the introduction of new legislation and the announcement of mandated training, Cisco WebEx has seen a 30% increase in responses to related e-mails and an 8% increase in sales of such applications.

* This is a summarized version of BtoB’s July 20, 2009 article, “Cisco WebEx Uses Metrics to Hone E-mails.” For the full article, click here



Top B-to-B Agency Leader Takes the Stage at ABM Executive Forum
Early bird deadline just ONE MONTH AWAY

During ABM’s 2009 Executive Forum on November 3 and 4, brand crusader Rick Segal, Chief Executive, North America /Global Practice Leader, B-to-B at GyroHSR, will discuss the agency’s integrated marketing campaign for John Deere, during the three-part session, “Meeting the Challenges of the New Competitors – Leveraging Your Brand, Your Content and Your Bottom Line.”

One part branded entertainment and one part viral marketing effort, the “Ultimate Skid Steer Smackdown” campaign was centered around a series of live, head-to-head battles between John Deere’s top competitors in the skid steer business. To support the live events, the campaign included a microsite, which featured videos of the battles, testimonials, and a blog. Social media and banner ads on top industry sites were also heavily used to promote the campaign and interact with viewers and customers.

Under Segal’s leadership, GyroHSR has become one of the leading b-to-b marketing communications firms. It has also been named "Agency of the Year" 15 times in 14 years by Advertising Age's Business Marketing, BtoB magazine and, most recently, the Business Marketing Association.

Segal has been regularly named to BtoB magazine's "Who's Who" list and was featured as one of 53 "Seers and Sages of the Techno-Future" in Forbes’ ASAP magazine. He was an Ernst & Young Entrepreneur of the Year finalist, and his comments have appeared in business, technology and marketing publications including Forbes, The New York Times, BusinessWeek, Newsweek and The Boston Globe. He also serves as strategy advisor to GyroHSR’s clients and often sets the course for major integrated marketing communications plans.

Segal joins an impressive agenda and line-up of industry powerhouses at this year’s conference. Among the speakers already confirmed are Steven Brill, Co-Founder, Journalism Online; Tim Fixer, President, Stamats Business Media; Thomas Haas, CMO, Siemens; and Anthea Stratigos, Co-founder & CEO, Outsell, Inc. Click here to view the full agenda, and stay tuned to E-news for upcoming speaker announcements.

The early bird registration deadline is just one month away! Register now and take advantage of this special discounted rate, ending October 3. For sponsorship opportunities, please contact Jane O'Connor at j.oconnor@abmmail.com or 212-784-6367.

ABM's 2009 Executive Forum is sponsored by the Atlantic City Convention & Visitors Authority, BPA Worldwide, CDS Global, Quebecor World, and Readex Research.



The ABM Video Network Presents:
Achievement Awards Highlights, Media & Marketing Insights

During ABM’s Achievement Awards ceremony earlier this summer, Kevin Arsham, partner and communications planning director at MediaCom, was on hand to present the awards and lead a dynamic roundtable discussion among finalists and winners. Tomorrow morning, beginning at 9:00 AM EST, tune into the ABM Video Network at www.AmericanBusinessMedia.com to watch highlights from the ceremony, including exclusive interviews with Arsham and ABM Media Marketing Committee Chair Glenn Laudenslager, marketing director at Reed Exhibitions.

Arsham sat down with the Video Network to share his insightful media buyer’s perspective on the importance of strong promotional materials and some advice for media companies looking to implement more creative efforts. Laudenslager discussed the newly-revamped awards program for media kits, which better reflects the entire suite of promotional and collateral materials supporting sales efforts.

At www.AmericanBusinessMedia.com, you can access any of ABM’s video content on-demand. Just click on the title in the list of videos, or on the Video Vault button beneath the Dragonfly player, 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. 



CEIR Resources Available Free for ABM Members
New, simplified process provides easier access to must-have reports

As one of ABM’s recent initiatives to deliver valuable products and services to members participating in the events space, the Association has partnered with the Center for Exhibition Industry Research (CEIR) to provide important, timely information on the world of face-to-face … all at no cost to ABM members.

The following resources are now available free from CEIR. Simply contact Kate Patton at k.patton@abmmail.com with your request(s), and the various reports will be sent to you directly.

  • Effective Methods for Visitor Promotion (Part I: Exhibition Organizers)
  • How Digital Marketing Affects Exhibition and Event Performance
  • Looking Past the Recession: Exhibition Strategies for the Interim
  • The Cost Effectiveness of Exhibition Participation
  • The Effect of Economic Recessions on Exhibitions

The following studies will be available soon, so stay tuned to E-news.

  • Effective Methods for Visitor Promotion (Part II)
  • Exhibition Spend in the Corporate Marketing Mix
  • Power of Exhibitions in the 21st Century: Identify, Discover, Embrace Change from the Young Generation’s Ideas



ABM Confirms Power of B-to-B Media During Challenging Economic Times
Have YOU spread the message yet?

While nobody knows for sure in which direction the economy is heading, one important fact is undeniable: Advertising in b-to-b media can significantly benefit businesses, especially during periods of economic uncertainty.

To spread this powerful message, ABM has produced a research presentation summarizing the wealth of data that has been accumulated over time as well as a powerful new ad that features significant findings from recent studies.

Additionally, ABM member companies around the globe, including Nielsen and WATT, are finding the ad especially valuable in promoting the power of business media to their respective audiences. It’s available FREE for use in ABM member publications and Web sites. Contact Kate Patton to receive a copy; you can also request various electronic banner ad formats, including Leaderboard and Skyscraper. An Ag Media version of the ad is available as well.

Feel free to customize the ad with your logo, as McGraw-Hill’s Aviation Week & Space Technology has done here, to make it better resonate with your audiences.



Calling All Custom Content Creators:
Just Two Weeks Left to Enter the 2009 Pearl Awards!

The Custom Publishing Council (CPC) is now accepting entries for the 6th annual Pearl Awards, honoring the growing success of custom media programs across print and digital platforms – focusing specifically on editorial, design and strategy. Last year, a record 614 entries (representing 70 companies in six countries) were received from both B2B and B2C sectors – a testament to the dynamic custom publishing industry.

All custom publishing companies, including independent custom publishers, divisions of larger publishing houses, advertising agencies, and other media conglomerates – whether or not they are currently members of the CPC – are invited to enter the competition. For the second year in a row, the CPC has teamed up with ABM to increase attention paid to B2B custom publishing.  ABM members receive the lower CPC member rate when entering.

Entries are due to the CPC by Monday, September 14. Judging will take place in October in New York, San Francisco and Chicago, with entries being evaluated by a panel of industry experts. The awards will be presented at a celebratory dinner on Thursday, November 12, in New York.

For more information or to enter, click here. Questions? Please call the CPC at 212.989.4631 or email ariele@custompublishingcouncil.com.


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