Business Media Matters : September 2009



ABM Announces 2009 CEBA Award Finalists
Winners to be unveiled in October 12th issues of Adweek, Brandweek

American Business Media is proud to announce the official finalist selections for the 2009 Creative Excellence in Business Advertising (CEBA) Awards. Winners will be announced in a special CEBA Awards insert in the October 12th issues of Adweek and Brandweek, so be sure to pick up a copy!

Visit to view the Virtual Finalist Gallery and to find out more about the grand history of the CEBAs and the 2009 judges.

ABM’s CEBA Awards are the b-to-b industry’s most coveted creative honor, showcasing the power and quality of b-to-b communications and enhancing the relationships between business advertisers, agencies and publishers. Today more than ever, the awards recognize the innovative marketers who understand the power of b-to-b and have boldly chosen to advertise during these times of economic uncertainty, as well as the agencies that have brought their messages to life with outstanding creativity. This year's CEBA entries reflect the products and services that will remain top-of-mind when purchase decisions are made.

The 2009 CEBA Award finalists are:

CATEGORY 1: Single Ad – Page
Annual media budget of less than $100,000

Agency Name: Martin Williams
Advertiser: Syngenta Crop Protection
Name of the Ad: Durivo Veggie Mouth
Publication: American Vegetable Grower

Agency Name: Martin Williams
Advertiser: Pfizer Animal Health
Name of the Ad: Pfizer Dormosedan ad
Publication: DVM Equine Edition

Agency Name: R & R Partners INC
Advertiser: Las Vegas CVA
Name of the Ad: Only Vegas
Publication: Meeting News

CATEGORY 2: Single Ad – Spread
Annual media budget of less than $100,000

Agency Name: Blue Dogg Innovation
Advertiser: Canson Infinity
Name of the Ad: Canson Infinity Papers
Publication: Photo District News

Agency Name: Gyro:HSR
Advertiser: Eclipse Aviation
Name of the Ad: Eclipse LOVE Ad
Publication: AOPA Flight International

Agency Name: Kohnke Hanneken, Inc
Advertiser: Nurture by Steelcase
Name of the Ad: Let's Make Sure it Stays Private
Publication: Contract Magazine

CATEGORY 3: Single Ad - Inserts, pop-ups, foldouts & spectaculars, gatefolds and multi-units
Annual media budget of less than $100,000

Agency Name: Love and War
Advertiser: EMI Music Publishing
Name of the Ad: Songwriters Daily. Extra! Extra
Publication: Billboard Magazine

Agency Name: Martin Williams
Advertiser: Pfizer Animal Health
Name of the Ad: Preventicare Brochure

Agency Name: Yahoo!, Inc.
Advertiser: Yahoo!, Inc.
Name of the Ad: Yahoo! Channel Guide
Publication: Advertising Age 

CATEGORY 4: Campaign - A series of at least three ads
Annual media budget of less than $100,000

Agency Name: Eric Mower and Associates
Advertiser: KI
Name of the Ad: Strive Collection
Publication: Buildings Operations Management

Agency Name: MediaVest
Advertiser: Contiental Airlines
Name of the Ad: Continental Airlines
Publication: Business Travel News

Agency Name: Shamir Insight, Inc.
Advertiser: Shamir Insight, Inc.
Name of the Ad: Shamir's "Keeping Your Attention" Advertising Campaign
Publication: Eyecare Business

CATEGORY 5: Single Ad – Page
Annual media budget of $100,000 or more

Agency Name: Broadhead + Company
Advertiser: United Phosphorus, Inc.
Name of the Ad: It's Good Mourning to you, Cotton Growers.
Publication: Cotton Grower

Agency Name: Doremus
Advertiser: Knight
Name of the Ad: Insight
Publication: Pensions & Investments

Agency Name: Doremus
Advertiser: Knight
Name of the Ad: What Liquidity Can Do
Publication: Wall Street & Technology

CATEGORY 6: Single Ad – Spread
Annual media budget of $100,000 or more

Agency Name: Bader Rutter
Advertiser: Dow AgroSciences
Name of the Ad: Control Your Land
Publication: Farm Progress publications

Agency Name: Martin Williams
Advertiser: Marvin Windows and Doors
Name of the Ad: P. Allen Smith
Publication: Architectural Digest

Agency Name: McCann Erickson
Advertiser: Nikon Inc
Name of the Ad: Nikon D3 and D300
Publication: Photo District News

CATEGORY 7: Single Ad - Inserts, pop-ups, foldouts & spectaculars, gatefolds and multi-units
Annual media budget of $100,000 or more

Agency Name: Gyro:HSR
Advertiser: Delta Dental Plans of Michigan, Ohio and Indiana
Name of the Ad: Delta Dental Iceberg Insert
Publication: Workforce Management 

Agency Name: Gyro:HSR
Advertiser: Delta Dental Plans of Michigan, Ohio and Indiana
Name of the Ad: Delta Dental Mountain Insert
Publication: Benefits Selling 

Agency Name: McCormick Company
Advertiser: Pioneer Hi-Bred International, Inc.
Name of the Ad: Pioneer Y Series Insert
Publication: Farm Journal Magazine

CATEGORY 8: Campaign - A series of at least three ads
Annual media budget of $100,000 or more

Agency Name: Eric Mower and Associates
Advertiser: Nucor Steel
Name of the Ad: Corporate Print Campaign Oxymoron Don't Believe Neighbor
Publication: Purchasing

Agency Name: Gyro:HSR
Advertiser: Pitney Bowes, Inc.
Name of the Ad: There's a lot more here than you think Campaign
Publication: BusinessWeek

Agency Name: Martin Williams
Advertiser: Syngenta Crop Protection
Name of the Ad: Halex GT Campaign
Publication: Farm Journal Magazine

CATEGORY 9: Integrated Media Campaign
Annual media budget of less than $100,000

Agency Name: Advertising Specialty Institute
Advertiser: Advertising Specialty Institute
Name of the Ad: The Number That Matters
Publication: Counselor Magazine

Agency Name: G2 direct & digital NYC
Advertiser: Time Warner Cable Business Class
Name of the Ad:
Web Site:

Agency Name: Meister Media Worldwide
Advertiser: OmniSTAR
Name of the Ad: Omnistar - The Global Positioning System
Publication: Precision Ag Special Reports

CATEGORY 10: Integrated Media Campaign
Annual media budget of $100,000 or more

Agency Name: BBDO NY/Goodby, Silverstein & Partners
Advertiser: GE
Name of the Ad: BBDO NY and Goodby Silverstein & Partners
Web Site:

Agency Name: Gyro:HSR
Advertiser: John Deere Construction and Forestry
Name of the Ad: John Deere Skid Steer Smackdown
Web Site: and

Agency Name: Ogilvy, New York
Advertiser: FM Global
Name of the Ad: FM Global "True Stories"
Web Site:

CATEGORY 11: Digital Media
(No media budget breakdown)

Agency Name: BBDO NY
Advertiser: GE Corporate
Name of the Ad: GE "Pluck"
Web Site:

Agency Name: Blasdel Cleaver Schwalbe Communications
Advertiser: John Deere
Name of the Ad: 8R Teaser Campaign
Web Site:

Agency Name: Gyro:HSR
Advertiser: John Deere Construction and Forestry
Name of the Ad: John Deere High Speed Dozer Launch Video
Web Site:

CATEGORY 12: Face-to-Face
(No media budget breakdown)

Agency Name: Gyro:HSR
Advertiser: John Deere Construction
Name of Event: John Deere Construction High Speed Dozer Launch Event

Agency Name: Martin Williams
Advertiser: Syngenta Crop Protection
Name of Event: Nematode Truck Wrap

Agency Name: Nielsen
Advertiser: Nielsen
Name of Event: HD Boutique

CATEGORY 13: Custom Media
(No media budget breakdown)

Agency Name: Bader Rutter
Advertiser: OM Workspace
Publication: OM Workspace Impact magazine

Agency Name: Lionsgate
Advertiser: Advertising Age
Publication: Retro Advertsing Age based on a Mad Men custom project

Agency Name: The Magazine Group
Advertiser: CDW
Publication: BizTech



Stein Rogan + Partners Releases First-Ever Brand/Demand Study

Stein Rogan + Partners, in partnership with Forbes and Ziff Davis Enterprise, has released its first-ever 2009 Brand/Demand Study (B/D09), the first national study of the approaches being utilized by the marketing community in achieving brand-centric and demand-centric goals.

Titled “Balancing Brand and Demand: Measures and Methodologies for an Economy in Transition,” the study was conducted in May among both b-to-b and consumer marketers as well as advertising/marketing agencies. The full study results are available here.

Among B/D09’s key findings:

  • Given economic conditions, marketers and agencies (61% and 66% respectively) believe that a carefully-calibrated combination of brand building and demand generation activities is essential. Further, both groups believe that maintaining a long-term strategy – rather than a short-term reactive strategy – is the best course of action.
  • When push comes to shove, marketers and agencies alike are channeling more investment to demand-centric activities.
  • A core set of marketing approaches is emerging that marketers/agencies believe is doing “double duty” by simultaneously building brand and driving demand. They include: online advertising, social media, paid and organic search and trade show marketing, among others. 



ABM Executive Forum to Dive Deep into Important Industry Issues this November
Register by Saturday and save!

With a dual focus on real solutions for today and real answers for tomorrow, ABM’s all-new 2009 Executive Forum, coming to New York City’s NYAS this November 3 & 4, will teach you how to exceed the expectations of your customers – both marketers and end-users – while providing solutions for driving your top line. The conference features an impressive agenda and line-up of industry powerhouses.

Listen in as keynote speaker Michael Mandel, Chief Economist, BusinessWeek, provides a state of the global economy, its effect on the b-to-b industry, and his outlook for the future.

Other sessions will include:

  • Today’s Marketer: Advertiser? Competitor? Partner?

- Learn how Siemens developed an integrated campaign strategy in today’s difficult economic climate and how they plan to come out of the current recession, with focus on Siemens’ media partnerships, including print, online, thought-leadership events and social media.
- Speaker: Thomas Haas, CMO, Siemens

  • Beyond the Advertising Budget – Accessing the Marketing Budget

- Today, it’s no longer enough to rely solely on advertising; companies must now become consultants and work closely with customers to develop customized marketing programs. During this session, you’ll learn how to turn your business into a marketing services operation and offer solutions bigger and better than ad pages.
- Speaker: Tim Fixmer, President, Stamats Business Media

  • Meeting the Challenges of the New Competitors – Leveraging Your Brand, Your Content and Your Bottom Line

- In this three-part series of sessions, a brand crusader from a top b-to-b agency, a panel of editors and a leader in online content will discuss the challenges and opportunities they are facing in today’s new media environment.
- Speakers include Steven Brill, Co-Founder, Journalism Online, and Rick Segal, Chief Executive, North America/Global Practice Leader, B-to-B, Gyro:HSR

  • Where’s the Money? The Future of Advertising and the Impact on Paid Content

- Explore the insights and trends resulting from Outsell’s annual surveys of over 1,200 marketers and advertisers, 6.000 end-users, and librarians who fund paid content.
- Speaker: Anthea Stratigos, Co-Founder/CEO, Outsell Inc.

Click here to view the full agenda.

The early bird registration deadline ends this weekend! Register now and take advantage of the special discounted rate, ending this Saturday, October 3.

Interested in sponsoring this event? Contact Jane O’Connor at (212) 784-6367 or at for available opportunities.

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



B-to-B Case Study Series Now Available Online

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, a 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.



The ABM Video Network Presents Media & Marketing Insights
Check out ABM's new homepage video player!

During ABM’s 2009 Achievement Awards ceremony, 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.

After the ceremony, Arsham sat down with the ABM 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. ABM’s Media Marketing Committee Chair Glenn Laudenslager, marketing director at Reed Exhibitions, discussed the newly-revamped awards program for media kits, which better reflects the entire suite of promotional and collateral materials supporting sales efforts.   

Be sure to check out ABM’s new, enhanced homepage video player at Now you can rate and comment on ABM’s videos as well as send to a friend, link to, embed, and much more. This is the first in a series of Video Network enhancements resulting from ABM’s new partnership with video publishing platform, which will allow the Association to broadly expand its current online video offerings and capabilities … Stay tuned as developments continue to unfold.



ABM Confirms Power of Business Media During Challenging Economic Times
with Research, Ads
Members: Promote powerful message to your audiences at no cost

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.

ABM member companies around the globe, including Nikkei Business Publications, McGraw-Hill and Reed, 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.