E-News : January 11, 2012
Top Media Moves
Diversified Business Communications has expanded its global food portfolio into India with the launch of Fine Food India in New Delhi last month. The event brought together 138 exhibitors from seventeen different countries, as well as 3,445 attendees. According to Matthew Pearce, managing director of Diversified Exhibitions Australia, “Over half of the 2011 exhibitors have already committed to our 2012 show.” With the launch of Fine Food India, Diversified is expanding the 28 year-old Fine Food brand outside of Australia/New Zealand for the first time. The flagship event, Fine Food Australia, is Australia’s largest international food and hospitality event, bringing together over 1000 exhibitors from 35 countries. Diversified Business Communications, based in Portland, Maine, provides information and market access through face-to-face events, publications and online. In addition to the food industry, Diversified, an ABM member, serves industries including medical and health care, oil and gas, technology and business management.
MedTech Media, publisher of Healthcare IT News and Healthcare Finance News, will launch PhysBizTech, a multi-platform, online publication for small and medium sized physician group practices, on Feb. 1.
Technology media company Ziff Davis has acquired Toolbox.com, a networking site for IT professionals. Financial terms of the deal were not disclosed.
Advantage Business Media has acquired Vicon Publishing, Inc. of Amherst, N.H., effective Jan. 1, 2012. Going forward, Vicon Publishing will be renamed Vicon Business Media, Inc. and operate as a subsidiary of Advantage Business Media, LLC.
B-to-b publisher PennWell announces the acquisition of Broadband Technology Report [BTR] from Hermes Media & Research LLC. For an undisclosed sum, PennWell now owns the weekly BTR, tech alerts, several video products and the Diamond Technology Reviews, a tech product review program. BTR’s current staff of five will be included in the transition to PennWell.
Job of the Week
In addition to the "Job of the Week" highlighted in each issue of E-news, ABM has 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!
Location: ABM Headquarters
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2011 ABM/MPA Media Compensation Survey Released
The 2011 American Business Media/Magazine Publishers of America Compensation Survey Report has been issued by Towers Watson, a global consulting firm with special expertise in human resources. Including data from about 50 companies and 7,400 employees in 175 job titles, the survey reveals the latest compensation trends for media professionals, including actual dollar values for average compensation for every job title – but only when data from at least five employees per title were obtained. The results also include data on deviation from the mean, with dollar values for the 10th, 25th, 75th and 90th percentiles.
For each job title, the survey offers base salary, bonus, long-term incentive and total direct compensation. Every line of data also reveals how many companies and how many employees were included in generating that line. Job titles are grouped into executive, magazine, event and online groupings.
Analysis of the data reveals several interesting trends. As an example, salaries for consumer media companies were shown to be consistently higher than those for business-to-business companies. For editorial salaries, b-to-b titles are, on average, about half of consumer titles.
Only participating members are eligible to receive this report. However, ABM members can still participate in the survey and receive a copy of the final results (although it will not include their data). To do so, contact Towers Watson compensation analyst Kevin Kraus at 914-289-3389 or e-mail firstname.lastname@example.org. For more information, click here.
A survey of 450 ad execs concludes that “marketers will spend some 60 percent of their online budgets on brand ads this year, potentially more than direct-response ads for the first time in memory.” The emphasis on display over search may be driven by a new emphasis on advertising on social media and mobile platforms. Among the results:
“64% of marketers say they’ll up their online brand advertising budgets in 2012–some 22% by more than 20%.”
“56% of marketers plan to raise online direct response advertising budgets, but only 15% will do so by more than 20%.”
“60% of marketers said they will move money from direct response to brand advertising.”
The report, cited in Forbes and sponsored by advertising-focused Web site Digiday.com, comes with a couple caveats, however. Forbes notes that the report was sponsored by Vizu, brand advertising firm, and Vizu CEO Dan Beltramo admits that the growth predictions are “optimistic.”
In an interview at B-to-B Media Business, American Business Media president and CEO Clark Pettit recently discussed the many reasons he's optimistic about this year. “The overall economy is beginning to recover or at least stabilize, and we're looking for moderate growth, barring any major shock,” he says. “B-to-b in particular has turned a corner. Over the last couple of years, businesses have diversified and are getting a lot better at the execution of some of the new capabilities, especially in digital, lead generation and audience database.”
Clark, who joined as ABM has seen a rise in its membership and improved financial performance from its core media members, says that he has seen b-to-b media companies become more nimble. “In the last two years we've seen a dramatic shift in the ability of b-to-b companies to adopt new ways of reaching their audience and add value to that,” he says. “Our businesses are becoming marketing intelligence businesses with a deep understanding of their vertical audience and how to interact with and reach that audience.”
For the full interview, click here.
At Eloqua, Jesse Noyes has some ideas that marketers should avoid this year. “While improving your marketing efforts is a laudable and necessary goal,” he writes, “some resolutions can lead you down a bad road when not completely thought.” His top three cover plans that may be just too ambitious.
Bad resolution number one: Pass more leads to the sales team. It’s better to pass on higher quality leads. Number two: Create more content. Instead, create the right content. Number three: Jump right into every social channel out there. Instead, focus on media that is actually used by your customer base.
For more bad resolutions, click here.
Although buyers may say they don’t need sales reps, at Think Content, Tony Zambito has five solid arguments to the contrary, based on the idea that while both buyers and b-to-b sales professionals are changing the ways they do business, buyers still require a solid sales support network.
First of all, sales reps continue to serve as knowledge resources. That’s a challenge when buyers are able to gather information from multiple sources. Sales reps remain valuable when they are one step ahead of the buyers they serve. Says Zambito, “For B2B organizations today, not only is sales readiness important but so is knowledge readiness.”
Second, buyers are looking for tailor made advice, not off-the-shelf solution packages. Research shows that buyers are about half-way through their research process when they approach a sales rep, so they already know the possible stock offerings. Sales reps adds value when they can offer custom advice on how to meet specific needs. “The implication for B-to-B organizations is B-to-B selling organizations must have talent that reflects excellent advisory skills,” says Zambito.
For more ways business-to-business sales people can make their best case to buyers, click here.