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E-News : January 27, 2009

 

 

News of the Week

'In This Industry, The Only Constant is Change'
Leading female executives share advice, challenges, success stories during ABM's 2009 Women in Business-to-Business Honors

“When I first joined ABM, there was only one woman on our board of directors,” opened ABM President & CEO Gordon T. Hughes, II last Wednesday evening during the Association’s Second Annual Women in Business-to-Business Honors in New York City. After recalling this statistic, true just 10 years ago, Hughes related the strides of women in business to the Civil Rights Movement, which helped to inaugurate an African-American president just one day before ABM’s ceremony.

Approximately 100 business media professionals gathered at the Prince George Ballroom for the reception, seeking valuable insights, inspiration and advice from ABM’s four 2009 Gertrude R. Crain honorees: Carla Hendra, CEO, Ogilvy North America/Chairman, Ogilvy New York; Judy Hu, Global Executive Director, Advertising & Branding, GE; Marion Minor, President & CEO, M2MEDIA360; and Victoria Chu Pao, President, Platts, The McGraw-Hill Companies.

CBS News Correspondent for “48 Hours Mystery” (and 2008 honoree) Erin Moriarty moderated a roundtable discussion with the four women, which quickly transformed into a dynamic conversation about their keys to success, what today’s challenging economy means for aspiring professionals, and the ever-challenging work/life balance.

“In this industry, the only constant is change,” said Pao, adding that a sense of curiosity and an open, proactive mind are important traits for those looking to advance. Hendra credited a strong work ethic for her success, while Minor said taking risks outside of her comfort zone and being assertive have bred confidence along her journey. 

“Necessity is the mother of invention,” echoed Hendra, who said that despite today’s challenging economic climate, possibilities abound. “If you have ideas, more people are listening than ever before,” she said, while Pao encouraged attendees to develop digital, project management and communication skills specifically.

Not only are the 2009 honorees all highly-regarded powerhouses in their respective fields, but they all play an important role outside the office, as mothers. In fact, Pao announced that she’ll soon be stepping down from her post at McGraw-Hill to support her husband’s new position at Vanderbilt University in Nashville, a decision that’s sparked “shocked reactions” from family, friends and colleagues. Though Minor admitted she could never do the same, she encouraged the audience to realize that the idea of “Superwoman” is indeed just a myth. “Go with your gut” when considering what’s best for your family and “let go of the guilt!” she advised.

Following the roundtable discussion, Cindi Crain took the stage on behalf of her grandmother to present the four women with ABM’s Gertrude R. Crain Honor. Finally, Hughes closed the ceremony with a special announcement, that proceeds from the evening will support the Prince George Hotel, which houses more than 400 homeless people and returning vets.

ABM’s 2009 Women in Business-to-Business Honors were sponsored by BBDO New York and OMD.


'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.

"We depend on ABM’s benchmarking reports to tell us how we're doing and how we stack up compared to other magazines our size. The reports, the networking and other opportunities are invaluable tools that are well worth our membership in ABM."
–Mike Reilly, President & CEO, Randall-Reilly Publishing Company

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 up to $100,000:

CATEGORY 3: Single ad – inserts, pop-ups, foldouts, spectaculars, gatefolds & multi-units

Agency: Google – in-house
Advertiser: Google
Name of Ad: Have a nice digital day.
Publication Where Ad Appeared: Advertising Age

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!

 

 

ABM Resources

The 2008 ABM Financial Trend Report

The Jordan, Edmiston Group, Inc. (JEGI) is pleased to announce The 2008 ABM Financial Trend Report, covering the years 2005-2007.

Following JEGI’s presentation of the Report’s key findings at ABM’s Top Management Meeting last month, the complete 2008 Report provides key trends and insights on the b-to-b media industry, which executives can use to study financial trends and for benchmarking purposes – to gauge how their businesses are faring in comparison to the overall industry. 212.681.1106.


 

  

Booz Buzz 

ABM's Landmark Industry Study Offers Important Insights for Targeting Marketers Through New Magazine and Digital Solutions

American Business Media commissioned Booz & Company to conduct a landmark industry study, entitled “A Roadmap for Profitable Revenue Growth,” exploring the most critical issues facing the ABM membership – and business information industry – today. Booz has 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). 

The study offers specific insights for ABM members about magazine publishing and growing their digital media businesses.

Here are the top five (focused on Marketer-Driven Solutions):

  • Focus on brand-defining content and applications, concentrating resources on more differentiated offerings such as unique editorial, multimedia content, and personalization and collaboration tools.
  • Drive greater integration across print and digital editorial to deliver greater thought leadership in markets served, reduce the cost of content production, and leverage investments in technology such as content management systems.
  • Focus digital content strategy on delivering not just a greater volume of impressions, but a more engaged audience consuming a greater concentration of targeted advertising inventory.
  • Carefully manage delivery of advertising solutions to limited set of customers and a clear, repeatable playbook to focus sales effort and manage execution complexity.
  • Tap into broader pools of spending beyond paid media, building more consultative selling approaches and distinctive execution capabilities in areas such as Web site development and search marketing, custom media, and lead generation.


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?

Click here to access the webcasts on-demand. Both provide an overview of the Booz study, but one focuses on the "Marketer-Driven Solutions" roadmap while the other concentrates on the pathway for those pursuing "End User-Driven Solutions.”

Additionally, Stream57, our official streaming partner, broadcasted an overview of the study from ABM's Top Management Meeting in Chicago; members can watch the archived video on demand here (at no cost). Also available are PowerPoint presentations of the overview and each of the two roadmaps.

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. 

 

  

Neal Central

ABM Names 2009 Crain Award Winner
Robert Ivy, VP & editorial director at McGraw-Hill Construction Media, to be honored at 55th Annual Jesse H. Neal Awards ... Early Bird rates end THIS FRIDAY!

American Business Media is proud to announce Robert Ivy, VP and editorial director of McGraw-Hill Construction Media, as the 2009 Crain Award winner. Selected as the 41st annual recipient of this prestigious award, Ivy will be honored during the 55th Annual Jesse H. Neal National Business Journalism Awards luncheon on March 19 at the Union League Club in New York City. Early Bird rates end this Friday, January 30, so click here to reserve your seat today!

Says James H. McGraw, IV, VP and group publisher at McGraw-Hill Construction, “Bob Ivy has contributed to the field of business media in a substantial way. He exemplifies editorial excellence and protects the integrity of our media relentlessly. He has remarkable vision and insight, and is highly innovative. In addition, Bob has made a difference in the industry we serve, where he is widely known and admired. He cares about his co-workers and works hard to attract and develop young people for careers in business media. In short, Bob has had an extraordinary career and is highly deserving of this prestigious award.”

Ivy applies his deep understanding of architecture and construction and superb communication skills to oversee the editorial quality of 16 print and 17 digital publications. With insight, judgment and advocacy, he serves as a spokesperson for the profession and the industry, in print and in person, on the most important building-design issues of our time.

Ivy came to McGraw-Hill from a dual career: from 1981 to 1996, he had been a principal in a successful architectural practice and a critic for national publications. In addition, he taught architectural studio courses. In 1996, Ivy took on the full-time editorial leadership of Architectural Record, the world’s most widely-read architectural journal, now received by almost all architects in the U.S. During his tenure, the 118-year-old magazine and its Web site have grown in scope and prestige, winning both readers and annual awards.

In 2004, Ivy became editorial director of McGraw-Hill Construction Media, where he has led a group of publications toward digital transformation, as well as the development of new publications, including GreenSource: The Magazine of Sustainable Design, Architectural Record: China, and most recently, HQ Magazine: Good Design is Good Business. In new magazine launches as well as in the evolution of legacy publications, his emphasis has always been on quality.

In his role as editorial director, Ivy has become a spokesperson for the profession and the industry on some of the most important social, political and environmental issues of our time. This includes the effect of architecture on climate, groundbreaking coverage on developments at the World Trade Center, and the aftermath of Hurricane Katrina for New Orleans and the Gulf Coast. In addition, he has led McGraw-Hill Construction Media’s entry into China, with Architectural Record: China, now in its third year of publication.

ABM’s Crain Award is given annually to an individual who has made outstanding contributions to the development of editorial excellence in business media. The award was established by a grant from the G.D. Crain, Jr. Foundation, and includes a distinctive crystal trophy with a $1,000 prize. By name, the award honors a legendary business publication editor, Advertising Age founder G.D. Crain, Jr.

Past Neal winners and finalists have tackled controversial topics including corruption, kickbacks and political conflicts of interest. Who will take home the grand honor this year? Join us on March 19 to find out: Reserve your seat today!
 
The 55th Annual Jesse H. Neal Awards are sponsored by PARS International Corp.

 

  

Event Report

Learn to Implement and Improve Your Online Lead Generation Model at Digital Velocity 2009

If you’re a publisher looking to successfully drive revenue with lead generation, then look no further than ABM’s must-attend Digital Velocity 2009, March 3-4 in New York City.

On Tuesday, March 3, listen and learn as a panel of industry experts examines the steps for building and perfecting a successful lead generation program. The session, “Am I Missing Something? Or How To Charge For Performance,” will explore a variety of pricing models, including sponsorships, cost-per-lead, cost-per-click, CPM and more.

Additionally, the panel will discuss which technology solutions work best for each application, including Vsearch, Vtrade Shows, Custom Media, Digital Editions, Webinars and more.

Panelists include:


Then, stick around for a follow-up breakout session on lead generation, as session leaders Capel States and Deb Walsh go one-on-one with attendees to answer questions and network.

So start realizing the digital ROI with reduced rates for Digital Velocity 2009 … Register now at www.AmericanBusinessMedia.com/DigitalVelocity.

For more information, visit www.ABMEvents.com or contact Michele Langer, Senior Manager, Professional Development, at m.langer@abmmail.com or (212) 661-6360 x3337.

For sponsorship opportunities, contact Jane O’Connor, Account Executive, at j.oconnor@abmmail.com or (212) 661-6360 x3332.


ABM Hits the Beltway to Deliver FREE Industry Insights to Membership

American Business Media knows that in the current economic climate, times are tough, budgets are tight, and travel may not be an option … so we’re hitting the road in 2009 to bring you the latest information on important industry issues.

Following the success of its October Los Angeles Regional Meeting, ABM is heading to the Beltway to tackle region-specific issues at The George Washington University Marvin Center on February 24. The half-day program, "Washington, D.C. Professional Development Day," will give you the opportunity to network with business media professionals while learning valuable tools and best practices that will help you address the challenges of today's business media environment.

The program will feature in-depth panel discussions on content optimization, audience development, product development and more!

Confirmed speakers include:


The program is free for ALL ABM members and $75 for non-ABM members. Space is limited, so be sure to pre-register here.

ABM’s Washington, D.C. Professional Development Day is sponsored by InXpo.

 

  

Government Affairs

Postal Rates for Periodicals Set to Increase 4 Percent in May

Last week, the Postal Regulatory Commission (PRC) posted the 12-month rolling average CPI cap as of the end of December, which will serve as the price cap for the May postal rate increase, at 3.8%. The new rates are expected to be revealed around February 9.

However, while the CPI increase was 3.8%, for Periodicals, the new cap will be 4%, due to the 0.2% the U.S. Postal Service withheld last year when the increase was less than the cap by that amount. In addition, because the cap establishes an average increase for each class, rates will almost certainly be higher for some mailers than for others. 
 
David Straus, American Business Media’s postal counsel, stresses that neither the level of the cap nor the USPS has revealed how wide a range of actual increases will result from the Periodicals rates that the USPS will announce.

For ABM members, Straus expects that the USPS will make rate design changes that better reflect cost incurrence and that these changes could lead to increases for most ABM member publications that exceed the price cap average.  For those publications that are co-mailed in decent-sized pools and drop-shipped, the increases are likely to be quite close to or even below the average. For those publications mailed alone, in sacks and/or origin entered, the increases will likely be greater than the average. 

The cap also does not resolve the questions arising from the failure of the Periodicals class as a whole to cover attributable costs. ABM is hopeful that the PRC and USPS will determine that the price cap trumps the attributable cost coverage requirement of the 2006 reform law, so that Periodicals will remain subject to that cap. 

Stay tuned to E-news for updates. 


USPS Fiscal Year 2008 Annual Compliance Report: What it Means for Periodicals

The U.S. Postal Service's Fiscal Year 2008 Annual Compliance Report and its many appendices were filed at the Postal Regulatory Commission (PRC) by the Postal Service on December 29. This report is required by the Postal Accountability and Enhancement Act and is intended to present the USPS's explanation of how its rates comply with that law.  Here, David Straus, American Business Media's Washington counsel, analyzes how this report will affect Periodicals.

ABM's main concern with the first report, filed last year, was that it showed that Periodicals failed by a wide margin to cover attributable costs, a requirement of the new (and old) law. As some ABM members may know, last year, the USPS's numbers showed that Periodicals covered only 83% of attributable costs, that ValPak filed comments contending that the USPS was required by law to increase rates enough to cover attributable costs, and that ABM filed reply comments arguing, among other things, that the price cap trumps the 100% cost coverage requirement. The PRC avoided the merits of the issue, but did not order a rate increase sufficient to cover costs.
 
ABM hoped this year's report would show some of the cost coverage improvement the Association and the Magazine Publishers of America (MPA) predicted last year (a prediction that was based on the effect of the large 2007 rate increase, increased co-mailing and palletization and other factors).

However, the FY 2008 report shows periodical cost coverage of only 84%, an improvement of only one percentage point. Underneath these numbers is the USPS's showing that, on average, it loses 5.8 cents on every outside-county Periodicals piece that produce average revenues of 33.9 cents. In-county Periodicals, with much lower rates, just about broke even. The problem is that even if this year's costs are no higher than last year's, it would take a rate increase of 19% (on average) just to break even going forward, which is a grim outlook for mailers.

In comparison to the 84% cost coverage for Periodicals, the cost coverage of First-Class mail was 204%, ranging from 112% for single-piece cards to 287% for presort letters. The coverage for Standard mail was 156%, ranging from 80% for parcels to 265% for High Density and Saturation flats/parcels. In comparison to the 5.8-cent loss on every outside-county Periodical piece, pre-sort First-Class letters contributed 20 cents a piece to institutional costs, and the high density and saturation Standard flats (or junk mail) contributed 10 cents per piece.
 
The USPS did its best to defuse any potential controversy over the cost coverage. Recognizing the cost/revenue gap, the USPS said, "This presents a special challenge to the Postal Service and mailers, respectively, since the Periodicals class does not satisfy section 3622 of title 39, and publishers' margins are typically very low. In addition, the industry is facing challenges, such as electronic alternatives, the high cost of paper and other non-postal costs, and the substantial decline in advertising." 

The USPS added that "significant efforts are underway to try to improve Periodicals" and that "it would be premature to make any definitive pronouncement on the future actions necessary to improve the current situation while such work is in progress." Additionally, they said they will "use the annual price change mechanism to fine-tune prices that lead to cost-reducing behavior," which may pose a threat to those still entering their mail in sacks at the origin. Data submitted by the USPS shows that bundle and container charges are covering only about 10% to 40% of bundle and container costs.  
 
It is possible (and perhaps likely) that one or more parties will again argue that Periodicals rates must be increased this year to close the gap between Periodicals revenues and costs, even though doing so will violate the price cap. Should that occur, ABM (and the MPA) will again reply that the price cap overrides the attributable cost coverage requirement. There is, however, at least a theoretical possibility that the PRC will direct the USPS to file a Periodicals rate increase several times the increase permitted under the price cap. That cap, ABM expects, will be around 4.2% (on average). At this point, ABM believes it is prudent to assume that the price cap will hold.

ABM will again submit comments urging the PRC to reject ValPak's expected pleas, but it is uncertain that ABM (and the MPA) will overcome this hurdle once again.

Comments on the USPS filing are due this Friday, January 30, with reply comments due February 20. An order from the PRC will be issued by March 30. 

If you have any questions on this matter, please contact David Straus at d.straus@thompsoncoburn.com. 

 

  

eMedia Update

‘Outside the Cube’ Explores the Millennial Generation’s Optimistic Outlook

This Wednesday morning, ABM’s Wally Koval is back with a new edition of his monthly “Outside the Cube” video series, exploring issues from the vantage point of the next generation of business media managers and leaders – the Millennials.

How do members of the Millennial generation feel their career prospects are being impacted by the realities of the current economy? A recent survey of 2,000 young Americans between the ages of 19 and 29 revealed some surprising results.

Despite recent employment figures and sobering economic forecasts, 77% of Millennials recently surveyed by Pepsi voiced a strong sense of optimism about their careers. The same characteristics which made members of the Baby Boomer Generation voice wariness about their Millennial counterparts’ ability to remain competitive in the shifting landscape of today’s job market are translating into tangible advantages.

Visit the ABM Web site this Wednesday, beginning at 9:00 AM EST, to watch Wally probe the Millennial mindset and examine how some of his generational counterparts are proving that their strengths can translate into real value for the companies that employ them.  

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. 

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!          

 

  

Research Central 


Did You Know?

For business decision-makers, industry-specific Web sites play an important role in extending the value of industry-specific magazines and events: 29% turn to these sites FIRST for information.

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 r.bertin@abmmail.com for more information.


ABM's 'Advertising During Times of Economic Uncertainty' Research, Now Updated with Data for 2009, Reaches Milestone

American Business Media recognizes that many marketers are concerned about investing in advertising in today’s challenging economic environment. 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.

Now updated with data for 2009, ABM’s “The Importance and Value of B2B Advertising During Times of Economic Uncertainty” research study has already generated more than 5,000 views and 2,000 downloads … Get your copy today!

 

  

Top Media Moves

Kelly Winkler, former executive producer of the Inc. 500|5000 Conference, joined The YGS Group to launch an event marketing and management division.

United Business Media’s TechInsights announced collaboration with MarketingSherpa to deliver marketing best practice information and education to TechInsights clients on such critical topics as lead generation, product launch and awareness creation.

In a letter sent to federal committees in Washington, D.C., the Direct Marketing Association (DMA) and a coalition of publishers, associations and direct mailers urged support of legislation providing financial relief for the U.S. Postal Service.

Google maintained its stranglehold on the search advertising market in the fourth quarter, with a 76% share of search ad expenditures, according to a newly-released report by search engine marketing and services company Efficient Frontier. 

 

 

Event Calendar

ONE MONTH AWAY!
Events Summit
February 26, 2009, Digital Sandbox, New York City

This cost-effective, half-day program will give events sales and marketing professionals immediate, tangible information on how to produce continued profit for their face-to-face properties.

In addition to learning best practices for attendee marketing and sponsorship sales, ABM’s Events Summit will deliver the latest tools and technologies to extend your brand. Learn techniques from industry leaders for engaging your audience outside of the promotional timeframe, 365 days a year.

Speakers include:


For the full agenda and list of speakers, or to register, click here. 



 

 

Member Event of the Week

FASTforward'09
February 9-11, 2009, The Mirage, Las Vegas, NV

The User Revolution continues to rage on, and the seriousness of its impact is being felt not only by the newly empowered users – but also by businesses that are struggling to respond.

FASTforward’09 explores how leading-edge companies like yours can use search technology to engage your user and unlock business value by connecting people to the right information when and where they need it. FASTforward’09 provides a much-needed forum for the discussion of best practices for developing and implementing search solutions as the evolution of the approach to user-centricity continues – both outside and inside the firewall. 

Click here for more information or to register.


To see your event featured here, please contact us at info@abmmail.com.

 

 

Job of the Week  

Reporter, ContentNext Media  

     

 

 

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.   

Publishers Committee

January 29, 3:30 - 4:30 PM

Agri Council Annual Strategic Planning Meeting

February 5 (2:00 - 5:00 PM) & February 6 (8:00 AM - 12 noon), Tampa, FL

Digital Media Council

February 12, 2009, 11:00 AM - 12:30 PM

Entrepreneurial Committee/Smaller Publishers Sub-committee

February 25, 3:00 - 5:00 PM CST, Chicago, IL

                                                                                                                                  

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