E-News : December 15, 2009
New Strategic Plan Implemented:
Look for ABM’s New ‘Government Policy Brief’ This Week
Adhering to its new strategic plan, which, among other things, emphasizes ABM’s leadership role in influencing governmental policy on industry issues, ABM’s Washington counsel and staff have developed the “Government Policy Brief.” The one-page brief, which will be sent to ABM members on a quarterly basis, succinctly outlines the key pocketbook issues ABM is working on in Washington and their importance and relevance to the membership.
The first brief will be sent later this week to the CEO and Accredited Representative of ABM member companies, as well as the members of ABM’s Government Policy & Industry Standards and Information Policy Committees, so keep an eye on your inbox for this important document.
Top Media Moves
Junta42 announced the updated Top 42 Content Marketing Blogs. Reviewed by Junta42's team of custom-content experts, the list includes some of the best-known marketing blogs, as well as up-and-comers that are shaping the content marketing conversation. This quarter's top content blogger is Lee Odden from TopRank. Click here for more.
Premiere Beauty and the American Dental Association (ADA) have selected Freeman as their face-to-face marketing partner. Click here for more.
As part of an ongoing initiative to make audited Web traffic available to buyers of online media, BPA Worldwide is providing real-time data feeds to print and event media owners through proprietary “widgets.”
The Center for Exhibition Industry Research (CEIR) announced its 2010 officers during Expo! Expo!, IAEE's Annual Meeting & Exhibition in Atlanta. Carrie Freeman Parsons, vice chair of Freeman, will serve as 2010 chair.
'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.
“Aside from the first-rate events, the relevant research and white papers, and the representation the Association provides our industry in Washington, D.C., ABM’s real value is in its engaged membership. With more than one dozen committees and councils serving every discipline of the b-to-b landscape, we’re able to plug into – and share ideas with – the industry’s best and brightest.”
- Jeff Lapin, President, Farm Progress Companies
Click here to follow ABM on Twitter!
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Job of the Week
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
Custom Media Committee: December 16, 2:00 PM – 4:00 PM EST, ABM Headquarters
Eye-Opening Research Confirms Event Attendance Generates Revenue and Profits
During economically-challenging times and in the glare of scrutiny on corporate travel, what do businesses gain by investing in face-to-face meetings and participating in conferences and trade shows?
New research conducted by global research firm Oxford Economics has answered that question, establishing the first clear link between business travel and business growth. According to its recent study, “The Return on Investment of U.S. Business Travel,” for every dollar invested in business travel, companies experience an average $12.50 in increased revenue and $3.80 in new profits.
The results of Oxford Economics’ comprehensive analysis, which covered 14 economic sectors over a span of 13 years, show a robust and irrefutable relationship between a company’s investment in business travel – including internal meetings, trade shows, conferences, etc. – and its profitability.
Among the study’s other key findings:
- Business executives estimate that 28% of current business would be lost without in-person meetings.
- More than half of business travelers stated that 5-20% of their company’s new customers were the result of trade show participation.
- Business executives estimate that roughly 40% of their prospective customers are converted to new customers with an in-person meeting compared to 16% without such a meeting.
Click here to access the study and gain additional insights into how a company’s participation in face-to-face events is inextricably linked to its profits and growth.
(Study featured with permission from the U.S. Travel Association.)
How and ‘Y’ Pioneer Hi-Bred Profited from the Power of Print
New case study enhances ABM’s online series
ABM continues to expand its series of case studies, showcasing the strategies b-to-b media companies are utilizing to achieve their objectives. The latest addition, extracted from Adweek’s coverage of ABM’s 2009 Creative Excellence in Business Advertising (CEBA) Awards, explores how Pioneer Hi-Bred utilized the power of print media to correct its target audience’s misperception about the company’s products and increase market share.
Objective
International seed manufacturer Pioneer Hi-Bred sought to correct U.S. farmers’ misperception that this DuPont company remained largely a corn supplier, despite its recent market growth in the soybean category. This objective became especially important as Pioneer prepared to unveil its new Y series high-yield soybeans.
Strategy
Pioneer and its agency, McCormick, ran a unique print insert in Farm Journal magazine, dedicating several pages to large headlines that strategically utilized the letter “Y” (“Soybean yields are going hYgher.” “This Changes EverYthing.” “Huge UpsYde.” “Better BuY a Bigger Bin.” “The Reasons Y.”). The booklet’s pages were flipped horizontally in order to provide an unusual visual twist, while both the front and back covers were solely image-based – on the letter “Y,” of course. The product’s name was withheld until page 4 and its benefits were explained in detail on page 5. Though the insert was a bit playful – unusual for the traditionally conservative agricultural industry – Pioneer and McCormick made sure the message was delivered in a powerful and credible manner.
Results
The risk of taking such a unique, uncharted path paid off. A spike in demand for the Y series pushed Pioneer’s soybean market share up two points in North America on a sales increase of 2.5 million units over the previous year.
Inflection Point Media CEO Explores the World of Data-Driven Advertising During Live Webinar
“Today, one in four advertisers use data-driven advertising,” said Chris Hulse, founder and CEO of Inflection Point Media, as he kicked off the second in ABM’s series of digital media webinars last Thursday. “The time is now … no one is better positioned to take advantage [of behavioral targeting] than YOU.”
Hulse began by defining behavioral targeting (“It’s about increasing effectiveness,” he explained), its importance to ABM members (especially publishers) and a brief history of the practice. According to Hulse’s research, spending on behaviorally targeted ads is growing fast, and he predicts that, in the future, behavioral targeting will be a part of every ad campaign. Research also indicates that by 2020, total spending on online ads will surpass that of TV advertising by more than $50 billion.
Clearly, there’s no longer reason to wait if you haven’t gotten involved with behavioral targeting, said Hulse. He shared excuses often given by b-to-b publishers for why they haven’t started a targeted advertising program, as well as valuable advice on how to get started. In addition, he explored in-depth the different ways publishers can get involved, such as with ad networks, media buying platforms, data exchange platforms and ad exchanges.
So, what are the next steps for the b-to-b publisher looking to expand his or her business with behavioral targeting? “Set your goals and create your data strategy; use data on every impression delivered; understand that you can’t afford to wait any longer; and realize that the cost of doing nothing far exceeds the cost of trying something today,” Hulse advised.
Check out Hulse’s presentation deck here.
ABM Unveils 2010 Events Calendar
As you begin to plan the year ahead, don’t forget to mark your 2010 calendars for ABM’s high-profile conferences and executive forums, professional development programs, awards ceremonies, mixers, regional events and digital broadcasts … all of which are sure to inspire innovation, spark debate, celebrate achievement and facilitate networking, and have been designed with our members in mind. Stay tuned to www.ABMevents.com for upcoming announcements and more information.
Here’s what we have planned for 2010:
Conferences
2010 Events Summit
March 24, 2010
Sentry Center
New York, NY
2010 Annual Conference
May 2 -4, 2010
Charleston Place Hotel
Charleston, SC
Custom Media Day
June 2010
New York, NY
2010 Executive Forum
November 2010
Awards Programs
56th Annual Neal Awards Luncheon
March 11, 2010
Mandarin Oriental New York
New York, NY
Sales Promotion Awards
July 21, 2010
New York, NY
Monday Media Mixers
(These networking events bring media industry professionals together for an evening of cocktails and connections.)
Jan 25, 2010
New York, NY
March 1, 2010
New York, NY
June 7, 2010
New York, NY
October 4, 2010
New York, NY
Digital Webinar Series
(This monthly series of webinars focus on digital media topics and issues affecting the membership and b-to-b industry.)
January 28, 2010
February 25, 2010
March 25, 2010
April 29, 2010
May 27, 2010
June 24, 2010
July 29, 2010
September 30, 2010
October 28, 2010
Regional Programs
(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.)
Washington, DC Regional Program
February 11, 2010
American Gas Association
Washington, DC
New York Regional Program
March 25, 2010
Google
New York, NY
Chicago Regional Program
April 14, 2010
Google
Chicago, IL
Cleveland Regional Program
April 29, 2010
Wyndham Cleveland at Playhouse Square
Cleveland, OH
San Francisco Regional Program
May 1, 2010
San Francisco, CA
Boston Regional Program
June 3, 2010
John Hancock Conference Center
Boston, MA
Neal Awards Entries Surpass Expectations
Save the date for the Neal Awards Luncheon: March 11 in NYC
This year marked a groundbreaking year for the Neal Awards, with the revision of the competition to reflect the multi-platform suite of products being used by editors today, the addition of 11 brand-new categories and the introduction of a new online entry system. While we made some critical changes to the competition to adapt to the industry’s transformation, ABM members’ response to the Neal Awards continued to be extraordinary. We received an overwhelming number of entries this year, and we would like to thank ALL the members who submitted their outstanding work. With your enthusiastic participation, the Neal Awards remain the most coveted measure of editorial excellence in business journalism.
Now that the entries are in, we are looking for Neal Awards screeners! If you’re interested in participating in the online screening (January 4) or the live screening in New York City (beginning January 11), click here or contact Petrina Hicks at (212) 661-6360 ext. 3322 for more information.
And don’t forget to mark your calendars now for the 56th Annual Neal Awards Luncheon, being held March 11 at the Mandarin Oriental hotel in New York City’s Time Warner Center. Stay tuned for information on how to register.
Submit Nominations Now for the Crain & Timothy White Awards
While the general Neal Awards entry deadline has passed, we invite you to submit nominations for two special awards, which are presented during the annual luncheon in March: the Crain Award and the Timothy White Award for Editorial Integrity.
The Crain Award is given annually to an individual who has made outstanding contributions to the development of editorial excellence in the business media. The award was established by a grant from the G.D. Crain, Jr. Foundation, and includes a distinctive crystal trophy and a check for $1,000. By its name, the award honors an outstanding business publication editor, the founder of Advertising Age, G.D. Crain, Jr. ABM members are invited to submit nominations for this award by Friday, January 8, 2010. Click here to download the Call for Entries.
The Timothy White Award for Editorial Integrity is a special honor that acknowledges the challenges and pressures that editors face daily. Named after the longtime editor of Billboard magazine who succumbed to a heart attack in June 2002, the award is given annually to an editor whose work displays courage, integrity and passion. ABM members can submit nominations for this award by Friday, January 22, 2010. Download the Call for Entries here.
ABM Welcomes Stream of Returning Members
As 2009 comes to a close, ABM is reflecting on some of the year’s greatest successes and proudest moments. And as we continue to make and evaluate progress on our new strategic plan, which, among other things, emphasizes ABM’s value proposition, ABM has noticed a significant trend in the return of former member companies.
We are delighted to welcome back media members Laurin Publishing and Lincoln Healthcare Events, and to announce that we have recently received applications from a number of other former members.
This trend can undoubtedly be attributed to the host of recent efforts ABM has already undertaken in executing its new strategic plan. ABM believes that these initiatives reinforce its critical role in helping members grow their revenues and profits. They include:
- The revitalization of all Committees & Councils
- More comprehensive Business Information Network (BIN) Reports
- New case studies on the power of b-to-b
- Actionable financial information
- The new Neal Awards, which reflect the industry’s transformation
- And more!
ABM also recently unveiled its new dues structure, which reflects today’s economic realities by increasing services and bringing rates down. The Association is confident that its enhanced value proposition will continue to grow the membership … So far, so good.
Discover ‘Digital Media Solutions for Publishers’ Tomorrow Afternoon
ABM has partnered with TV Worldwide and its TV Mainstream Internet TV channel to produce a special webcast, tomorrow, December 16, at 2:00 PM EST. “Digital Media Solutions for Publishers” will feature digital media technologies, business models and tips that will help members produce and distribute revenue-generating digital media content.
The impressive line-up of speakers includes Marydale Abernathy, E-media Director, Diversified Communications; Eric Schumacher-Rasmussen, Editor, Streaming Media magazine; and Brad Fleisher, Managing Director, Focus Bankers, among others.
Click here to join us for this must-attend webcast.
Latest ‘Outside the Cube’ Episode Explores What’s Next for B-to-B
Save the date for ABM’s next Monday Media Mixer
Last week, ABM’s Wally Koval returned to the ABM Video Network with the latest edition of his “Outside the Cube” video series exploring issues from the vantage point of the next generation of business media professionals – the Millennials. Tune in to www.AmericanBusinessMedia.com to listen in as Wally explores how b-to-b media companies can capitalize on the power and popularity of mobile applications.
Also be sure to mark your calendars for the next installment of ABM’s Monday night Media Mixers! We’ll kick off the 2010 networking series on Monday, January 25, in New York City, so stay tuned to E-news for upcoming details or RSVP to Wally Koval to reserve your spot today.
ABM Helps You Drive Your Bottom Line
with Member Discount on All Outsell Research
ABM is proud to announce its latest membership benefit: a 20% discount on all must-read industry reports from leading research and advisory firm Outsell, Inc.
Not only will the member discount offer savings on your purchases, but the data and analyses from Outsell will provide must-have advice and essential actions for b-to-b publishers and information providers looking to create revenue opportunities, attract new buyers and achieve competitive advantage.
The Outsell Store houses hundreds of recent research studies delivering fact-based recommendations about markets, companies and trends in the information industry. They include:
- B2B Trade Publishing & Company Information: 2009 Market Forecast and Trends Report
- NetBase: Enabling the Next Stage of Information Consumption – Today
- Information Management Benchmark: 2009 State of the Function
- Global Sourcing: Powerfully Creating Value and Driving Change in Publishing
- End-User Update: 2009 Overview
Click here to enter the Outsell Store, and enter promotional code 101209 during checkout to receive your ABM member discount.
Have YOU Taken Advantage of ABM's New Resources?
Adhering to its new strategic plan, which, among other things, emphasizes the importance of industry research and intelligence, ABM is continuing to create synergies with other organizations that will benefit the business media/information community. As a result, ABM members now have free access to must-have industry resources from leading organizations like CEIR and Vital Business Media.
ABM ‘Vital Guide’ Explores Digital Media Trends
Through a new partnership with Vital Business Media’s eMedia Vitals, an online publication covering e-media strategies, ABM is proud to deliver the “ABM Vital Guide,” a weekly e-newsletter containing high-quality, actionable content on the hottest digital media trends affecting the b-to-b industry.
Each week, the ABM Vital Guide tackles one specific digital media trend or product with the potential to dramatically influence members’ digital revenues. Previous editions have thoroughly covered such issues as content aggregation, community-based media, online event models, e-newsletters and subscription management.
Click here to view the latest ABM Vital Guide on Web analytics, or contact Jenna Lisanti to subscribe.
Members, Have You Requested Your Free CEIR Research Yet?
ABM has recently partnered with the Center for Exhibition Industry Research (CEIR) to provide members with important, timely information on the powerful world of face-to-face … all at no cost. The variety of free CEIR research available for ABM members includes:
- How Digital Marketing Affects Exhibition and Event Performance
- Looking Past the Recession: Exhibition Strategies for the Interim
- The Cost Effectiveness of Exhibition Participation
- The Power of Exhibitions in the 21st Century
- Digital + Exhibiting Marketing Insights 2009
- and more!
Contact Kate Patton with your request(s), and the research will be sent to you directly.
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