November 2011

PUBLISHERS’ RESOURCE I know GUIDE what Page 13 I need. B-to-b publishers ABM FORUM are changing their Content is king business models at fall meeting based on the Page 6 demands of marketers CUSTOM Page 7 CONTENT Publishers face more competition Page 10 TRADE SHOW TRAINING Exhibitors benefit from webinars Page 27 John Parker, CMO, Zurich North America Commercial A supplement to BtoB 8[ [ I\m\el\%

;\Ôe\pfliXl[`\eZ\#jki\e^k_\ei\cXk`fej_`gj#Xe[YffjkX[jXc\j%

Kfj\ccdfi\X[jgXZ\Xe[`eZi\Xj\i\m\el\#pfldljkgifm\ pfl[\c`m\iXeXl[`\eZ\k_Xk\ogfjli\$_le^ipX[m\ik`j\ij ZXeËkX]]fi[kfd`jj% 9lk_fn6 ;\Ôe\pfliXl[`\eZ\%N_XkËjk_\`ik`kc\6@eZfd\6 GliZ_Xj`e^gcXej6JlZZ\jjjkXikjn`k_XZlii\ek# Zfdgi\_\ej`m\#Xe[Zi\[`Yc\jlim\p]ifdI\X[\oI\j\XiZ_% N_XkËjdfi\#_`^_$hlXc`kpi\j\XiZ_]ifdI\X[\oZXejXm\ pflk`d\Xe[[f\jeËk_Xm\kfY\\og\ej`m\%8jlim\p[fe\ fec`e\#YpdX`c#fim`Xd`o\[df[\ZXeb\\gpfliYl[^\k YXcXeZ\[#jXk`j]p[\dXe[`e^X[m\ik`j\ij#Xe[lck`dXk\cpglcc `edfi\jXc\j% I\cpfeI\X[\o\og\ik`j\]fii\j\XiZ_[fe\k_\i`^_knXp1 n`k_XZZliXZp#`ej`^_k]lcXeXcpj`j#Xe[k_`i[$gXikpZi\[`Y`c`kp% C\Xie_fnX[[`e^I\X[\oI\j\XiZ_kfpflid`oZXeX[ [  e\ni\m\el\%

-,(%+*0%(,,+/''%/.*%)**0nnn%i\X[\oi\j\XiZ_%Zfd&jlZZ\jj

8gifl[d\dY\if]k_\:fleZ`cf]8d\i`ZXeJlim\pI\j\XiZ_Fi^Xe`qXk`fej#nnn%ZXjif%fi^ NOVEMBER 2011 Upfront ABM Executive Forum keys in on content ...... Page 6 Cover Story Marketers crave direct path to prospects ...... Page 7 Resource Guide Looking for a vendor? Check out our annual guide ...... Page 13 Endnote Taking your media company global ...... Page 34 Departments Sales & Marketing...... Page 24 M&A ...... Page 25 Audience Development . Page 26 Events...... Page 27 Production ...... Page 28 People ...... Page 29 Benchmarks ...... Page 30 Cover photo by John Boehm

EDITORIAL OFFICES (312) 649-5401 FAX (312) 649-5462 ADVERTISING SALES (212) 210-0782 For subscription information and delivery concerns please email [email protected] or call (877) 320-1724 (in the U.S. or Canada) or (313) 446-0450 (all other locations) VP-Publisher: Robert Felsenthal, (212) 210-0262 Editor Associate Publisher John Obrecht David Bernstein Executive Editor Senior Account Executive Sean Callahan Eric Gordon Executive Editor-BtoB Account Executive Kate Maddox Claudia Fern Design Director- Research Director Print and Digital John DiStefano Martin Musker Marketing and Events Manager News Editor Michele Langer Tequia Burt Website Director East Coast Bureau Chief Jeff Buddle Christopher Hosford Internet Marketing Manager Associate Editor Megan A. Lee Tanya Meyer Marketing Intern Copy Editor Dianna Disanto Richard K. Skews Production Manager Contributors Nicole Dionne Mark J. Miller, Senior Audience Charlotte Woolard, Development Manager Matthew Schwartz Nicole Chantharaj THE AD AGE GROUP VP-Publishing and Editorial Director David S. Klein CRAIN COMMUNICATIONS INC. Chairman, Keith E. Crain President, Rance Crain Secretary, Merrilee Crain Treasurer, Mary Kay Crain Executive VP-Operations, William A. Morrow Senior VP-Group Publisher, Gloria Scoby Group VP-Technology, Circulation, Manufacturing, Robert C. Adams VP-Production & Manufacturing, David Kamis Chief Information Officer, Paul Dalpiaz Founder, G.D. Crain Jr. (1885-1973), Chairman Emeritus, Mrs. G.D. Crain Jr. (1911-1996) Media Business® is a registered trademark of Crain Communications Inc.

mediabusinessonline.com | November 2011 | Media Business | 3 “Even with things out there like blogs and social media, I think the trade press is still the clearest path to your target audience.”Tom Kennedy, Upfront director-marketing and communications, Republic Financial Corp. Page 8 FROM THE Ziff Davis Enterprise folds PUBLISHER Bob Felsenthal print, embraces digital future Are our clients our BY SEAN CALLAHAN budget to hire more editorial staffers next year. Ziff Davis Enterprise plans to be the first “Part of this allows us to invest more in content, new competitors? major b-to-b magazine publisher to abandon not spending on distribution,” he said. hances are you have noticed a print completely. The company, which pub- Audrey Siegel, president of media-buying Cnew competitor in your daily trav- lishes Baseline, CIO Insight and eWeek, will company Targetcast, applauded ZDE’s em- els—your clients. begin offering enhanced digital editions of its brace of digital. “The digital expression may Yes, when it comes to producing magazines this month and go entirely paper- ultimately get advertisers closer to the audi- content and events, often the new less in January. ence they want than b-to-b print,” she said. players in b-to-b vertical industries “What you’re seeing here is a company at “They can really know when they’re reach- are the marketers themselves. Their the forefront of the decision that a lot of people ing the right audience with little waste.” websites, user events and custom are eventually going to make,” said John Siegel added that the move was not with- content all compete directly with our Wickersham, partner at media investment out risk. “They’re taking a leap,” she said. own products and events. bank Atwood Advisors. Chuck Richard, VP-lead analyst at Outsell Last month at the ABM Executive The move is designed to elimi- Inc., speculated on whether cost Forum in Chicago, we heard from nate paper, printing and postage savings were the primary impetus marketers that are driving content costs, but it is also part of a broad for the move. “My first reaction is, themselves. George Stenitzer, VP- mobile and digital strategy that seeing as how they’re keeping the marketing and corporate communi- the company is calling OmniDigi- digital editions, is this a produc- cations at Tellabs, said he prefers to tal. Beginning this month, ZDE tion cost issue or is it a final point use custom content from the best will introduce digital editions, of view on mobile and how con- editors and reporters in the telecom websites and native apps specifi- tent is being consumed?” he said. field. So he has Penton Media cally geared for a variety of smart- Industry observers anticipate produce some of Tellabs’ custom phones—such as the Android, that other b-to-b media compa- content under his direction. BlackBerry, iPhone and Windows nies, particularly ZDE’s traditional Bridget Fletcher, director-suite Phone 7—as well as the iPad, Rim competitors—International Data marketing at Adobe Systems, Playbook and Android tablets. Steve Weitzner Group and UBM’s TechWeb, discussed her decision to hire former “The future of engagement is Everything Channel and Electron- tech editor Tim Moran to run the con- mobile. It is social, and it is entirely digital,” ics Group—will eventually follow the same tent on the company’s CMO.com Steve Weitzner, CEO of ZDE, said in a state- path. However, Wickersham said, some b-to-b website. About 20% of the content ment. “We intend to drive the digital market- publishers, such as those covering the fashion on the site is original and produced ing standard for b-to-b tech media and accel- industry, will be slow to abandon paper. just as a media company would. erate the ‘anywhere and everywhere’ con- Ziff Davis Inc., a consumer-oriented tech Is this real competition? Well, it sumption of content by exploiting the rapid publisher that was originally part of the same steals eyeballs. But even more, it adoption of mobile and tablet devices in the IT parent company as was ZDE, stopped printing drains marketers’ budgets, so they community.” its PC Magazine consumer publication in are left with less money to spend with “I think it’s a much bigger strategy than 2008. Thomas Publishing Co. ceased printing our companies. Of course, one big op- simply getting out of print,” said Tom Stein, its multivolume Thomas Register of American portunity for us here is to become the president-CEO of Stein & Partners Brand Acti- Manufacturers in 2005, shifting the massive custom content provider. vation and a ZDE board member. “It’s not directory online at ThomasNet.com. The corporate marketer as both only the right move for Ziff, it’s also an exam- It’s unclear how much not printing its advertiser and competitor is a trend ple for other media companies.” magazines will save ZDE, especially consider- that will continue. It’s our job to make Using digital editions, ZDE plans to boost ing that print revenue has dwindled to well sure we produce better content and the frequency and reach of its magazines. The below 10% of the company’s overall revenue. stick to our principles. In the end, company said Baseline and CIO Insight will Wickersham, while acknowledging the their content may end up being self- double their frequencies, from six times a year cost-cutting benefits, characterized the move serving, and readers will always prefer to monthly. Additionally, eWeek will return to more as forward-looking. “Steve Weitzner is a the credible voice we offer. biweekly frequency, up from 19 issues a year. good thinker, a very pragmatic executive,” he Weitzner said no job cuts would result from said. “I’m sure he thought this through very Bob Felsenthal can be reached at the shift away from print and that it’s in the well.” Ⅺ [email protected].

4 | Media Business | November 2011 | mediabusinessonline.com Custom Content

Services

Publishers Press wants to make your journey

Ten Reasons Publisher’s Choose as successful as possible. With one upload, you can provide print and multi-channel digital editions to your readers.

Publish Once. Distribute Many.

www.pubpress.com 1.800.627.5801 Upfront Everyone’s ABM meeting focuses on a publisher, even marketers content and its discontents The ABM Executive Forum delved into what’s become a growing trend: BY SEAN CALLAHAN tent. “Once content is created, your goal b-to-b marketers as publishers. “Content Matters”—that was the title of should be to maximize its use,” McKean said. Bridget Fletcher, director-suite American Business Media’s Executive Forum, Ultimately, McKean recommended what marketing at Adobe Systems, which took place last month in Chicago. And he called a “porous” paywall, similar to what discussed her company’s CMO.com, which publishes information on digi- content apparently does matter to every play- Consumer Reports uses or the metered model tal marketing aimed at CMOs. er in the b-to-b ecosystem: publishers, mar- pioneered by the Financial Times, both of About 90% of the site’s content is keters (see sidebar) and ad agencies. which mix free and paid content. aggregated from around the Web, In a keynote address, Judy Franks, presi- Peter Hoyt, CEO of the Path to Purchase CMO.com Editor in Chief Tim Moran dent of Marketing Democracy, offered an ad Institute, a for-profit association for consumer said, although the site plans to agency perspective on content’s evolution. marketers trying to reach shoppers online and boost original content creation. She said the primary direction of media’s shift offline, described how his organization Fletcher said the focus of the site is helping marketers, not promoting is to convergence, as tablets evolved from what used to Adobe’s products. “I respect the im- bring the experiences of on- be Hoyt Publishing, a b-to-b portance of neutrality,” she said. line, print, radio and televi- media company. With the as- Speaking on the same panel, Joe sion to a single screen. sociation model, companies Pulizzi, founder of the Content Mar- In this climate, Franks that were once just readers of keting Institute, cautioned the audi- said, “the most powerful me- his publications are now ence of b-to-b media executives that dia brands are evolving into paying members of the Path marketers are beginning to hire business journalists to aid in content ‘transmedia’ brands.” She as- to Purchase Institute. creation. Moran is a former United serted that social networking Sheila Rice, Northstar Business Media editor. sites, such as Facebook, have Travel Media’s VP-business Speaking in a later session, Gary made it easier than ever to development and licensing, Slack, chairman of marketing commu- pass along content from oth- described how her compa- nications agency Slack & Co., reas- er media. In the end, she said, ny’s central travel database sured the audience that corporations often have trouble creating compel- the most effective content is includes 70,000 geographic ling, useful content. “The PR depart- the content “we love to Kevin McKean addresses the places, 160,000 hotels, 31,000 ment allows [the content] to be sani- share.” ABM Executive Forum last points of interest and other tized six times before it reaches the In other sessions, publish- month in Chicago. travel-oriented information. Web,” he said —S.C. ing executives shared a variety of approaches Northstar has bundled this information and li- to creating paid content. Kevin McKean, VP- censes it for use by other companies, such as AGENDA editorial director of Consumers Union, which American Express Co., AOL Inc., Dow Jones publishes Consumer Reports, said in the con- & Co. and Yahoo. NOV. 10 ference’s opening session, “You do not get Near the end of the conference, a panel of ‘BtoB’s’ Best Awards BtoB good content without investment.” b-to-b editorial leaders addressed content Edison Ballroom, New York Consumer Reports, which generates about creation. David Berlind, chief content officer- www.btobonline.com $225 million from users annually, charges for editor in chief of UBM TechWeb, said he its ratings and test reports, but it places some wants editorial staffers to become recognized JAN. 27-29 basic content in front of its paywall, mainly for authorities in their coverage areas. “They AABP Winter Conference search engine optimization purposes to attract have to step up and become ‘brandividuals,’ Alliance of Area Business Publications Casa Magna Marriott Puerto Vallarta Hotel new paying subscribers. The company had ” he said, “producing text, video, still images Puerto Vallarta, Mexico previously relied on paid search to attract new and in the audio realm.” www.bizpubs.org subscribers, but the cost became prohibitive. Berlind also noted how difficult it can be to McKean cautioned against offering sub- use the many metrics, such as page views, of- Corrections scription packages that bundle print and the fered by the Web to judge the worth of editors ■ EE Times Confidential debuted in Web. Many users have specific channel pref- and the content they produce, particularly in October 2010. An incorrect date was erences, he said. Tossing in print when a read- b-to-b, where the audiences are so narrow and given in the profile of UBM Electronics CEO Paul Miller in “Who’s Who in er only wants Web access adds unnecessary specialized. “The 100,000 people who viewed Business Publishing” (October 2011, production and delivery costs. He also argued a Steve Jobs story may have had a collective page 11). that micropayments are a problematic content budget of a dollar,” he said. “But the 100 peo- ■ The figures in the Tech Sector strategy, because the publisher has to sell the ple who viewed another story about IBM, charts in Benchmarks (October, page 23) were for August 2011. reader again and again on paying for the con- their budget was about $5 billion.” Ⅺ

6 | Media Business | November 2011 | mediabusinessonline.com COVER STORY

services from b-to-b media companies in- volved audience: audience reach, audience knowledge and audience composition. What’s different is that the Internet and Marketers analytics have enabled even more precise targeting, and now marketers are demand- ing access to even narrower audiences. Tom Nightingale, VP-communications make their and CMO of Con-way, a trucking and lo- gistics company, wants more efficient tar- geting from b-to-b media companies. “I want to work with trade publications that have a disciplined and rigorous focus on needs known specific target markets,” he said. Nightingale complained that he’s seen Media companies are rapidly evolving too many trucking and logistics media to ensure they remain a vital link between brands expand their audiences rather than home in on a particular slice. “Content is buyers and sellers king,” he said. “I have no argument with BY SEAN CALLAHAN that whatsoever. It’s when you’re taking that good content and applying it to a bad hese days, Tellabs, a marketer of telecommunications equipment, audience that content becomes irrelevant.” runs a minimal amount of print advertising in the trade press. In- Zurich North America, which sells in- surance to businesses, is addressing this is- stead, it publishes a custom print magazine called Insight, which sue by building its own audience of cus- T George Stenitzer, Tellabs VP-marketing and corporate communi- tomers and prospects. To develop this cations, likens to a 16-page print ad that he sends out quarterly. database, the company has relied heavily on the trade press. Zurich uses b-to-b me- Tellabs produces the publication with believes b-to-b media websites can identi- dia brands such as Business Insurance editorial help from Penton Media’s Con- fy these buyers through analytics. (published by Crain Communications Inc., nectedPlanet website. In addition to rely- “I can’t figure that out, but you can,” the parent company of Media Business), ing on Penton for production help, Tellabs Stenitzer said while addressing a room full Harvard Business Review and Risk Man- wants access to the media company’s audi- of b-to-b publishers at the American Busi- agement for generating leads through such ence. The publication is mailed to Connect- ness Media Executive Forum last month techniques as webinars and white papers. edPlanet’s audience as well as the circula- in Chicago. “I wish you’d sell it to me. It’s “It’s far and away the most cost-efficient tion lists of some other telecom brands. extremely valuable to me.” thing we did,” Jeremy J. Ahto, Zurich’s Stenitzer wants to reach this broad au- It’s nothing new for b-to-b marketers to head of brand marketing-North America, dience, but he is also concerned about cir- want access to a targeted audience from said of the company’s webinar program. culation. He craves granular, immediate their media partners. In a survey conducted It’s a straightforward lead-generation access to decision-makers who are in the this spring by BtoB, three of the top four program. What’s changed in b-to-b mar- market right now for new products. He reasons marketers gave for using marketing keting, though, is how a company such as Dell,TechTarget create app to power interactive ads BY CHARLOTTE WOOLARD nicate with peers in real time. The tool carries the same conversa- ell Inc. has partnered with TechTarget to customize a mar- tion across Dell white papers and rich media ads, as well as on the keting platform that couples interactive content with the TechTarget-developed microsite www.dellempowers.com. D media company’s established social network of technolo- The model provides a contextual framework for audience inter- gy buyers. The move is one of the latest developments in CASE actions, facilitating the kind of conversation that has become Dell’s “The Power to Do More” corporate brand campaign, STUDY a vital touch point for any technology marketing campaign, developed by Dell agency WPP’s Y&R, which underscores the said Adam Potashnick, global media director at MediaCom, the company’s evolution from hardware provider to services partner. global media planning and buying agency for Dell. An embedded application, dubbed the Social Reader, accom- “There are experts in the social [media] universe who have panies Dell marketing content on TechTarget sites, allowing the power to become the most authoritative sources,” he said. readers to ask and answer questions on the established IT Knowl- “Peers and colleagues are the No. 1 resource when looking at edge Exchange forum, read conversational threads and commu- Continued on page 9

mediabusinessonline.com | November 2011 | Media Business | 7 COVER STORY

Zurich is handling the leads once it gets of traditional b-to-b media. “Even with Varney promotes Siemens Industry. His them. Instead of merely handing them off to things out there like blogs and social media, business unit introduced an online game the sales department, Zurich begins a long- I think the trade press is still the clearest earlier this year called Plantville in which term process of engaging with the leads, path to your target audience,” he said. players vie to be the best virtual plant oper- serving prospects and customers a regular But for some of Republic Financial’s ator. The game has been a huge driver of diet of content—usually in the form of e- other portfolio companies, Kennedy avoids leads, accounting for 45% of the traffic to newsletters. The company has itself become the traditional business press. the Siemens Virtual Answers for Industry a publisher. For instance, Nortridge Software Co. websites, Varney said. “When [prospects] sign up for [a webi- does a large share of its marketing via But Varney said the trade press played a nar], then they’re able to decide whether or search, because it sells a horizontal product role in the promotion of Plantville. Plant not they want to receive a regular stream of used in industries such as automotive or Engineering wrote the first story on the management communications from us,” healthcare. “We’ve been getting more game, hours before a press release was post- said John Parker, CMO of Zurich North bang for the effort doing Internet search ed. Varney saw the power of the business America Commercial. “We find that those advertising as opposed to running ads in press as he watched traffic roll into the prospects are twice as likely to buy from us trade publications,” Kennedy said. Plantville site from all around the world. after that.” In the engineering market, Tom Var- Ted Kohnen, VP-interactive marketing In his job, Tom Kennedy sees the trade ney, head of marketing communications at at marketing communications agency press from a variety of angles. He is director- Siemens Industry, is a believer in the abili- Stein+Partners Brand Activation, said marketing and communications at Republic ty of trade publications to reach the target business media companies usually deliver a Financial Corp., a holding company that market. “We’re doing a fair amount of targeted audience. “Running a webinar owns businesses in a variety of markets. trade advertising,” he said. “It certainly is a with media partners, I’ve always found the In the waste and recycling segment, key element in our marketing mix. It’s trade venue to be able to offer up a good where Republic Financial owns Al-jon about lead generation. It’s about thought level of granularity [with leads],” he said. Manufacturing and E-Z Pak Manufactur- leadership. It’s about awareness.” “I’ve always been happy with that.” ing, Kennedy believes in the effectiveness But trade advertising isn’t the only way But Kohnen said that many business

MEDIA BUSINESS :(%,1$56 HOW TO INCREASE ENGAGEMENT AND REVENUE WITH INTERACTIVE AUDIO Tuesday, November 8, 2011 at 2 p.m. EST/11 a.m. PST

Online publishers are faced with the ongoing challenge of how to create SPEAKER fresh, engaging content, and lots of it – while also being mindful of the Dan Kashman costs involved. To get the job done, most publishers are leveraging multiple President approaches – text, video, slideshows, infographics and more. However, one Cinchcast highly effective and often overlooked strategy is audio content. Established web-based technologies make audio content creation easy, with distribution and monetization even easier. And by audio we’re not just referring to the static recordings; we’re talking about multi-person interactive audio content. MODERATOR In this webcast, we’ll highlight four simple strategies for integrating audio into Sean Callahan your content strategy to increase online engagement and revenue while saving Executive Editor time and money. We will also feature case studies on how online publishers, Media Business such as UBM, are using online audio to drive tangible business results.

Sponsored by:

REGISTER TODAY AT: www.btobonline.com/mbwebinars

8 | Media Business | November 2011 | mediabusinessonline.com COVER STORY publishers haven’t moved far past the webinar technique and are not pursu- Dell, TechTarget the community, said Andrew Briney, senior ing new audience-building opportuni- Continued from page 7 VP and group publisher-IT strategy and ties in the mobile and social arenas. custom media at TechTarget. Visitors on av- “My overall assessment of trade pub- purchasing new products.” erage spend almost two minutes in the envi- lishing is that it’s been stagnant for the The point-of-content placement of the so- ronment. Users who enter one of the media last couple of years,” he said. “I cial media tool helps move the conversation environments on average produce more haven’t seen as much innovation as I’d forward and spurs engagement, he said. than four interactions, clicking on links to like. What can we do through applica- Both content and conversational threads case studies, viewing videos, commenting tions, mobile—specifically for the are organized topically. Dell divides its audi- on posts or downloading white papers for iPad—and social?” ence into healthcare IT, cloud computing and example. Business media brands, Kohnen IT efficiency groups, then provides tools to The level of interaction is key, Briney said, should offer more advertising foster interactions with subsegments, includ- said. “This campaign has been able to bring opportunities on the iPad and other ing spectators and critics. The microsite fea- people who are usually spectators in and mobile devices. He also said he tures white papers, video clips, case studies change their habits,” he said. doesn’t see enough trade publishers and the Social Reader tool. Rich media ads also The Dell Social Reader is the first itera- offering opportunities for behavioral pair content with social media. “We’re able to tion of the TechTarget Social Engage plat- targeting or retargeting with online communicate with all kinds of customers,” form, a customizable tool that allows mar- display ads. Potashnick said. “Not many advertisers speak keters to integrate the existing IT Knowl- Kohnen’s not optimistic about to all of these segments at once.” edge Exchange network into their brand many trade publishers beginning to The campaign already has produced marketing. The convergence of social media embrace these opportunities before quality metrics, he said. and content provides a valuable experience, competition absolutely forces them to. More than 40% of users who open the Briney said. TechTarget is also looking at “I think they’re going to need a social media tool engage with the content or adding a mobile app. Ⅺ push,” he said. Ⅺ

Who is the Mobile Magazine Reader?

New 2011 BPA-certified research is now available from Texterity. Request the free Survey Report at www.texterity.com/survey.

Results show that 45% of mobile magazine readers are not engaging with print or digital editions. Could you be missing this valuable audience by not having an app? Could you convert them to subscribers?

Find out how Texterity can put you on 5 platforms at once, including apps for Apple and Android devices.

Call 508-804-3000 or 800-455-5450 Visit www.texterity.com/info-request

®

mediabusinessonline.com | November 2011 | Media Business | 9 SPECIAL REPORT

ular bloggers, messages from marketers and posts by members of the community. Other technology media companies are Divvying up producing similar sites. IDG Enterprise re- cently launched Community Works and TechTarget introduced Social Engage. Through its Strategic Marketing Ser- custom pie vices group, IDG has led the way for media companies in helping b-to-b marketers Custom content’s definition broadens, monitor social media chatter and respond with customized content to bloggers and as does the competition By Sean Callahan social network posters. IDG also recently launched Knowledge Vault, which places a he numbers tell the story of how important content market- priority on custom online video, particu- ing has become: Spending in the U.S. on content marketing larly shorter pieces. (See sidebar, at right) totaled $40.1 billion in 2010, according to estimates by the Many b-to-b marketers see an advan- Custom Content Council. ¶ The CCC said more than half of tage in concise online messages for their T customers and prospects. that figure, $24.0 billion, was spent on custom print publications, but “We have seen it needs to be in shorter that total was down from $30.9 billion the previous year. That shift form,” said Mike Paradiso, VP-content and indicates marketers are spending more on electronic forms of custom messaging at CA Technologies, of custom content. He said CA uses shorter-form cus- content, such as webinars, online videos, white papers, blogs, cus- tom content to drive home its “Agility made tomized social networking sites and content for their own websites. possible” tagline. “We used to have attention spans of 45 “It’s the next evolution of marketing,” customers. A key part of this play is to offer minutes; now, you do not have five min- said Chuck Richard, VP-lead analyst at more custom content to marketers, includ- utes,” he said. “We’re seeing videos not in Outsell Inc. ing helping them populate their websites the 10-minute range but in the three-to- B-to-b media companies are angling to with content that will attract traffic. “The five-minute range.” get a larger share of custom content, but an clients want some more meaningful way to B-to-b media companies don’t have the estimate by Veronis Suhler Stevenson put connect with people aside from showing custom content market to themselves, as the outsourced custom content market at them advertising,” said Michele Crockett, atypical competitors are encroaching on just $3.7 billion in 2010. That’s a small slice VP-content solutions at Penton Media. their space. An example is GlobalSpec, a of the overall custom content pie, as many In addition to helping marketers ex- company that enables b-to-b marketers to marketers create their content in-house. pand the content on their websites, Penton post searchable product catalogs online. In But b-to-b media companies are coming helps create other custom digital content. October, GlobalSpec added custom webi- up with inventive ways to better position “As far as lead generation goes,” Crockett nars to its offerings and now also offers cus- themselves as providers of custom content said, “email newsletters and downloading tom virtual events. to their marketing clients. At the same time, of valued content are still pretty effective.” “It all starts with people who are look- new competitors are vying to gain a share of Another b-to-b media company, ing for products they need and searching the outsourced custom content market, WTWH Media, which publishes Design for that information online,” said Chris which VSS expects to grow to $4.5 billion World, has created custom search engine- Chariton, senior VP-product management by 2015. optimized macrosites for ITW Heartland, and supplier marketing for GlobalSpec. B-to-b media companies still produce Siemens and Texas Instruments that fea- The Financial Times is grabbing custom custom print magazines for marketers. For ture videos, product descriptions and content dollars through its global confer- example, 1105 Media publishes MSDN un- comment areas. ence division, which is led by Jayne Van der a contract with Microsoft Corp. The me- Among the leaders in creating digital Hoen, managing director-global confer- dia company also produces a companion custom content, especially content that ences and events. When Van Hoen started e-newsletter and website for Microsoft, as well takes advantage of social media’s rise, is with the division about seven years ago, as a digital-only property called TechNet. UBM’s TechWeb, which publishes Infor- FT produced five conferences a year; it For b-to-b media companies, the growth mationWeek. TechWeb has pioneered now produces about 80 events in New area appears to be in creating innovative what it calls “community in a box.” Among York, London, Hong Kong and elsewhere. digital content. the custom online social networking com- About 60% of FT’s events are custom, Earlier this year, Penton Media, publish- munities TechWeb has created are Internet Van Hoen said. “A company like IBM, for er of Machine Design, acquired digital Evolution, for IBM Corp. and Enterprise Ef- example, likes to host an annual dinner for agency EyeTraffic Media in a bid to provide ficiency, sponsored by Advanced Micro CFOs, and they want 40 to 50 CFOs,” she more marketing services to its advertising Devices and Dell Inc. Both sites feature reg- said. “We will put that together for them.”

10 | Media Business | November 2011 | mediabusinessonline.com AOL Inc., through its 5Min Media wire’s CEO. In the past, that market has fo- SocialPost, a social media press release that business, offers marketers and publishers a cused on the press. Now, as the press has ex- is noted on PRNewswire’s Twitter feed, library of video content to use for their panded to include anyone with a Facebook LinkedIn account and Facebook page. websites. UBM’s PRNewswire is also try- or Twitter account, the avenues for dissemi- Even with all these new forms of content ing to dig into custom content budgets. nating content have grown exponentially. and new ways of distributing it, the ultimate “We’ve been finding a market for con- To help marketers reach these expanded purpose is the same. “It’s about content as a tent for years,” said Ninan Chacko, PRNews- channels, PRNewswire has introduced means of telling a story,” Chacko said. Ⅺ IDG Enterprise premieres model for Web broadcasting BY MATTHEW SCHWARTZ subtopic “episodes” which augment the main topic. When IDG Enterprise looked into the value of webinars, Each episode is three-to-five minutes long. Customers can the publisher discovered that audiences were starting to tune integrate interactive tools, such as benchmarking tools and out because of the longer format of traditional webcasts, said self-assessment tools, as well as case studies. From an ROI Charles Lee, VP-custom solutions group at IDG Enterprise. standpoint, the KV platform provides tracking and reporting “What they really like is the ability for a publisher or a ven- of aggregate session and usage data (downloads, session du- dor to boil down in real, salient and clear points “What are the ration, presentations and resources accessed/viewed). top things I need to understand or know when it comes to A basic package for a Knowledge Vault series costs [XYZ] subject’ and present it in a very easy-to-digest between $35,000 and $52,000, and runs online for approx- manner,” Lee said. imately three months, Lee said. IDG Enterprise, whose brands include Computerworld, “What clients really like about it is that it leverages and InfoWorld and Network World, can now provide its audiences ties together their resources,” Lee said. “We optimize the for- with that kind of content, thanks to Knowledge Vault. mats and the presentations, and we allow the user to dictate The program, rolled out in early September, is an interactive what they want and when they want it.” multimedia platform that ties together videos, research tools Major b-to-b brands such as Dell Inc., Intel Corp. and and other relevant links. IDG Enterprise has also introduced a Hewlett-Packard Co. have signed on. mobile version of the program, Knowledge Vault Express. “Hopefully it allows us to target a broader reach of the “It’s the hottest discussion with our sales reps right now,” market than we have targeted before,” said Anne Faullin, se- Lee said. “With the early trials that we had with KV curity marketing manager for Dell, adding that Knowledge [Knowledge Vault], we found that our ability to generate high Vault has been an effective way to generate new leads. volumes of demand is significantly greater than with any of “There may be customers who don’t normally go to Dell, but those standalone platforms: webcast, video, resource centers.” work in security markets and are reading white papers and Knowledge Vault, a browser-based technology, homes in searching for specific sites in which Dell is not normally on a single business topic that is supported by a series of visible.” Ⅺ

Custom publishers (continued on page 12) Company URL Selected clients Location Phone 9Threads www.9threads.com United Legwear, Zutano, Sox & Co., Guess, Viva Akron, Ohio (330) 867-7337 Adcom Communications www.adcom1.com AAA, American Red Cross, First National Bank, Cleveland (216) 574-9100 Key Bank Ascend Integrated www.ascendintegrated Merchandise Mart, Ace Hardware, National Overland Park, (913) 344-1401 Media media.com Medical Association Kan. BeTuitive Publishing www.betuitive.com Horizon Foods, Aquent, Great Chicago (312) 832-1500 American Group BNP Media http://custommedia.bnp- American Egg Board, Grant Thornton, Air Chicago (630) 699-7625 media.com Conditioning Contractors of America Brandpoint www.brandpoint.com Aetna, Bank of America, Edelman Hopkins, Minn. (952) 374-5272 Campbell Ewald www.c-e.com Alltel, Chevrolet, Kaiser Permanente Warren, Mich. (586) 558-4105 CIO Custom Solutions http://ciomediakit.com Citrix, Juniper, HP Framingham, (508) 872-0080 Group Mass. Computerworld Custom http://computerworld Citrix, Juniper, HP Framingham, (508) 872-0080 Solutions Group mediakit.com Mass. CSO Custom Solutions http://csomediakit.com Citrix, Juniper, HP Framingham, (508) 872-0080 Group Mass. D Custom www.dcustom.com Thomas Group, Purina, Lennox Dallas (214) 939-3636 Demand Creation www.demandcreation Epicor, Sterling Commerce, Eloqua Hasbrouck (814) 833-2620 Specialists specialists.com Heights, N.J. Diablo Custom www.dcpubs.com Chevron, Comcast, American Cancer Society Walnut Creek, (925) 943-1111 Publishing Calif. Dow Jones Content Lab http://customsolutions- Century21, T. Rowe Price, Charles Schwab New York (917) 934-6717 aboutus.com EnVeritas Group www.enveritasgroup.com Intercontinental Hotel Group, Verizon Wireless, Greenville, S.C. (864) 241-0779 Nintendo, AT&T Source: Content Marketing Institute/Junta42 (www.junta42.com). Companies listed above are certified and approved content vendors.

mediabusinessonline.com | November 2011 | Media Business | 11 SPECIAL REPORT Custom publishers (continued from page 11) Company URL Selected clients Location Phone Fusionspark Media www.fusionspark.com Wyeth, Dive Rite, Toyota Clinton, Wash. (360) 221-4001 Future US www.futureus.com Microsoft, AT&T, NVIDIA South San (650) 745-9209 Francisco, Calif. GIE Media www.gie.net Bayer, BASF, Syngenta Richfield, Ohio (800) 456-0707 GLC Custom Media www.glcomm.com UnitedHealthcare, Independent Community Northbrook, Ill. (847) 205-3062 Bankers of America, GM Grayton Integrated www.graytonpub.com Oracle, NetApp, Sun Microsystems Grosse Pointe, (313) 881-1734 Publishing Mich. Hammock Inc. www.hammock.com IASIS Healthcare, First Data, Tristar Health Nashville, Tenn. (615) 690-3427 System Hanley Wood Marketing www.hanleywood FedEx, Sherwin-Williams, ServiceMagic Minneapolis (612) 904-7212 marketing.com High Velocity http://highvelocity Caterpillar, Atlas, Gencor Waukesha, Wis. (262) 544-6600 Communications communications.com Hope Health Custom www.hope REI, Inc., P&G, Gaiam Inc. Kalamazoo, Mich. (800) 334-4094 Design Services health.com/custom IDG Strategic Marketing www.idg APC, Oracle, SAP Boston (617) 534-1200 Services knowledgehub.com Imagination Publishing www.imaginepub.com MasterCard Business, Xerox, HFMA Chicago (312) 887-1000 InfoWorld Custom http://infoworld Citrix, Juniper, HP Framingham, (508) 872-0080 Solutions Group mediakit.com Mass. ITworld Custom http://itworld Citrix, Juniper, HP Framingham, (508) 872-0080 Solutions Group mediakit.com Mass. KI Lipton www.ki-lipton.com Ariba, AEHN, Certa Pro Horsham, Pa. (267) 893-5676 King Fish Media www.kingfishmedia.com Verizon, SunTrust, Affinion Salem, Mass. (978) 832-1485 Leverage Media www.leveragemedia.com ALM, Convergys, Thomson West Dobbs Ferry, N.Y. (914) 591-8863 Madison Miles Media http://madisonmilesmedia. Ace Hardware, USA Today, Safe and Vault Arlington, Texas (817) 908-7827 Group com Technicians Association Magnificent http://magpub.com AARP, National Science Foundation, LDSI Washington, D.C. (202) 544-5490 Publications McMurry www.mcmurry.com ST Microelectronics, Ritz-Carlton, Phoenix (888) 626-8779 GlaxoSmithKline McNeill Group www.mcneill-group.com American Gas Association, Choice Hotels, Yardley, Pa. (800) 394-5157 National Society of Professional Engineers Meredith Integrated www.meredithim.com MetLife, Liberty Mutual, P&G New York (212) 499-1715 Marketing Network World Custom http://networkworld Citrix, Juniper, HP Framingham, (508) 872-0080 Solutions Group mediakit.com Mass. Pace Communications www.pace AAA, Toyota, Bluetooth Greensboro, N.C. (336) 383-5783 communications.com Parthenon Publishing http://parthenonpub.com Road King, Idleaire, Arrowhead Nashville, Tenn. (615) 627-2200 Penton Custom http://pentonmarketingser Rockwell Automation, BAX Global, Texas Chicago (312) 840-8423 Solutions vices.com/services/content Instruments Pohly Co. www.pohlyco.com Boston Society of Architects, Fidelity Boston (617) 451-1700 Prism Media Group www.prismmedia American College of Emergency Physicians, Lewisville, Texas (469) 645-2423 group.com HEALTHwhere, AmeriCredit Red Mat Media www.redmatmedia.com Usability Professionals Association, Milford, Conn. (203) 283-5290 Insurance Force, Zions Bank Rodale Custom Content www.rodalecustom Nestle, Westin Hotels, Curves International New York (212) 573-0399 & Marketing publishing.com Smart Business Content www.sbnonline.com COSE, Easter Seals, Leading Edge Alliance Cleveland (800) 988-4726 Marketing Spafax www.spafax.com Air Canada, Royal Bank of Scotland, British Montreal (514) 844-2001 Airways Story Worldwide www.storyworldwide.com Siemens, Lexus, IATA New York (646) 437-0616 T3 Publishing http://t3publishing.com HSBC, TD Ameritrade, Forbes Seattle (206) 501-2297 Tech Briefs Media Group www.techbriefs NASA, Autodesk, Comsol New York (212) 490-3999 mediagroup.com Time Inc. Content www.timeinccontent Unilever, Key Bank, Gillette New York (212) 522-3155 Solutions solutions.com TMG Custom Media www.tmgcustom WebMD, ADA, Lupus Foundation of Washington, D.C. (202) 331-7700 media.com America Totem Brand Stories www.totembrand Bank of America, Lending Tree, Principal Toronto (416) 360-7339 stories.com Financial Viewstream Inc. www.viewstream.com Cisco, E-Trade, Gilead San Francisco (415) 975-8686 WATT www.wattnet.com Cargill, Novus, Extru Tech Rockford, Ill. (815) 209-6444 Wax Custom www.waxcom.com Blue Cross Blue Shield, Humana, Lincoln Miami (305) 350-5700 Communications Financial Group

Source: Content Marketing Institute/Junta42 (www.junta42.com). Companies listed above are certified and approved content vendors.

12 | Media Business | November 2011 | mediabusinessonline.com 2012 PUBLISHERS’ RESOURCE GUIDE Online publishing service vendors

Vendor Location URL Phone Key services 365Media San Mateo, www.365media.com (650) 286-4108 Content management, directories/buyer's Calif. guides, circulation/subscription management Advantage Ann Arbor, www.advantagecs.com (734) 327-3600 In-house fulfillment software for midsize- Computing Mich. to-large publishers Systems Atypon Systems Santa Clara, www.atypon.com (408) 988-1240 Solutions for licensing and selling digital Calif. goods and services Autonomy San www.interwoven.com (415) 243-9955 Application provisioning, contract and Interwoven Francisco document management, data archiving, digital asset management BizViz Audience Bala www.bizviz.com (610) 505-9189 Site traffic reporting software, integrated Analytics Cynwyd, Pa. ad serving software, audience segmentation Bock Interactive Hinesburg, www.bock.com (855) 559-3334 Website design, database development, Vt. programming, SEO, marketing CrownPeak Los Angeles www.crownpeak.com (310) 841-5920 Content management, digital asset Technology management, intranet Datatrax Farmington, www.datatrax.cc (888) 568-6157 Integrated Web and ad management Publishing Conn. software for publishers Systems DigiKnow Cleveland www.digiknow.com (216) 325-1800 Web content development, data management, systems analysis and research, metrics and analytics Dynamic Site San www.clickability.com (415) 200-0410 Content management, navigation, Platform (formerly Francisco interactivity, analytics Clickability) EMC2 Hopkinton, www.emc.com (866) 438-3622 Content management, digital asset and Mass. business process management ePublishing Chicago www.epublishing.com (312) 768-6800 SEM/SEO services, pay-per-click, media and content management, user interface/ graphic design GCN Media Norwalk, www.gcnmedia.com (203) 665-6211 Development, design, consulting, content Services Conn. management, directories, buyer's guides Gimmal Group Houston www.gimmal.com (713) 586-6500 Content and digital asset management, work flow design Innodata Isogen Hackensack, www.innodata- (201) 371-8000 Design, research and analysis, N.J. isogen.com application maintenance, content management, digitization and image-to- data conversion iPacesetters Montvale, www.callargi.com (201) 391-1500 Database marketing, affinity marketing, N.J. subscription fulfillment services, list brokerage and hygiene iProduction St. Paul, www.iproduction.com (651) 717-4300 Content management, advertising Minn. monetization, blog and e-newsletter development, audience segmentation Manta Columbus, www.manta.com (614) 807-5105 Technology marketing and services, Ohio online community for selling and delivering commercial small-business information MediaBrains Inc. Naples, Fla. www.mediabrains.com (866) 627-2467 Contextual advertising, directory content development Oxcyon Middleburg www.oxcyon.com (440) 239-8611 Enterprise content management (ECM), Heights, portal products, site deployment, Ohio taxonomy, optional hosting Really Strategies Audubon, www.reallysi.com (610) 631-6770 Project/product management, technology Pa. assessment, taxonomy planning, analysis, RFP/RFI development Saxotech Tampa, Fla. www.saxotech.com (813) 221-1600 Integrated editorial content, online publishing and advertising management platforms Unisfair Menlo Park, www.unisfair.com (866) 354-4030 Event management, production, creative Calif.

mediabusinessonline.com | November 2011 | Media Business | 13 PUBLISHERS’ RESOURCE GUIDE Content management vendors

Company Product Phone URL Key executive Acquia Acquia Drupal (888) 922-7842 http://acquia.com Thomas Erickson, CEO Alterian Alterian ContentManager (312) 884 5321 www.alterian.com Bob Hale, exec VP Autonomy TeamSite (415) 243-9955 www.interwoven.com Michael Lynch, CEO Interwoven Bridgeline Digital iAPPS Content Manager (781) 376-5555 www.bridgeline Thomas Massie, chairman- digital.com CEO CoreMedia Corp. CoreMedia 6 (415) 371-0400 www.coremedia.com Gerrit Kolb, CEO CrownPeak CrownPeak CMS (310) 841-5920 www.crownpeak.com Jim Howard, CEO Technology Day Software CQ 5.3 Web Experience (408) 536-6000 www.day.com Shantanu Narayen, president- (Adobe) platform CEO DotNetNuke DotNetNuke 6.0 (650) 288-3150 www.dotnetnuke.com Navin Nagiah, president-CEO Dynamic Site Dynamic Site Platform (415) 200-0410 www.clickability.com Jeff Freund, VP-general Platform (formerly manager, Web Content Clickability) Management Group Ektron Inc. Ektron CMS400.NET (603) 594-0249 www.ektron.com William Rogers, CEO EMC Corp. Documentum Enterprise (866) 438-3622 www.emc.com Joseph M. Tucci, chairman and Content Management 6.5 president-CEO ePublishing ePublishing EPS Platform (312) 768-6800 www.epublishing.com Thomas Chaffee, CEO FatWire Software FatWire Content Server (650) 506-7000 www.fatwire.com Lawrence Ellison, CEO (Oracle) 7.6 Hippo Hippo CMS 7 (707) 773-4646 www.onehippo.com Stephan Westen, VP-product services IBM Corp. IBM Enterprise Content (800) 426-4968 www.ibm.com/us Sam Palmisano, CEO Management, IBM Lotus Web Content Management Ingeniux Corp. CMS 7.5, OnDemand (877) 445-8228 www.ingeniux.com Jim Edmunds, CEO Mediaphormedia Ellington CMS (866) 454-5774 www.ellington Sara Weaver, VP-sales and cms.com/cms business development Microsoft Corp. Microsoft Dynamics CRM (800) 426-9400 www.microsoft.com Steve Ballmer, CEO Nstein (a division of Nstein (877) 678-3461 www.nstein.com/en John Shackleton, president- Open Text) CEO, Open Text Open source Alfresco 4 ECM (888) 317-3395 www.alfresco.com John Powell, president-CEO Django N/A www.django Russell Keith-Magee, project.com president Drupal N/A http://drupal.org Jacob Redding, executive director Joomla 1.7 N/A www.joomla.org Brad Baker, Joomla Community Administrator OpenCms 8 N/A www.opencms.org N/A Plone 4 CMS (302) 397-2132 http://plone.org Alan Runyan, principal Radiant N/A http://radiantcms.org John W. Long, interface designer Typo3 41 (0)41 511 00 http://typo3.org Peter Pröll, Typo3 Specialist 39 WordPress 3.2.1 N/A http://wordpress.org Ryan Boren, lead developer Open Text (formerly Open Text Web Content (519) 888-7111 www.opentext.com John Shackleton, president- Vignette) Management CEO, Open Text Oracle Oracle Fusion (800) 633-0738 www.oracle.com Lawrence Ellison, CEO Middleware 11g Oxcyon Centralpoint CMS (440) 239-8611 www.oxcyon.com Samuel Keller, president-CEO Percussion Software Percussion CMS (781) 438-9900 www.percussion.com Joseph Wykes, president Phase2 Technology OpenPublish (703) 548-6050 www.phase2 Andre Hood, exec VP-business technology.com development Saxotech Saxotech Online (813) 221-1600 www.saxotech.com Anders Christiansen, CEO SDL Tridion Web Content Manager- (212) 704-4135 www.sdl.com/en/ Jan Jaap Kolleman, CEO, SDL SDL Tridion R5 wcm Web Content Management Division Sitecore Sitecore CMS (415) 380-0600 www.sitecore.net Bjarne Hansen, president, USA Vasont Systems Vasont CMS (717) 764-9720 www.vasont.com Richard B. Schiding, president- CEO

14 | Media Business | November 2011 | mediabusinessonline.com The Publishing Romance, New Again.

Advertiser Reader

Your readers will fall in love with you all over again. Your advertisers will love learning even more about your readers. And you will love what Mozaic can do for you.

Mozaic’s unique tracking provides you with the information you Scan need to take your relationships with readers and advertisers to this code Learn more and the next level. And now with Mozaic’s mobile-optimization, your see Mozaic readers can experience your magazine, any way they choose. in action! Easily turn your magazine into a digital experience today.

Schedule a demo today at www.hallmarkmozaic.com. PUBLISHERS’ RESOURCE GUIDE Reprint vendors

Company Location URL Phone Key customers Cenveo Publisher Stamford, Conn. www.cenveo.com (203) 595-3000 Reed Elsevier, Wolters Kluwer, John Services Wiley & Sons, 1105 Media Foster Printing Michigan City, Ind. www.foster (800) 382-0808 Penton Media, Advanstar Service printing.com Communications, Source Media, Ziff Davis PARS New York www.mag (212) 221-9595 New York Times Co., Time Inc., International reprints.com Summit Business Media Corp. Schmidt Byron, Minn. www.schmidt.com (507) 775-6400 Red 7 Media, Magazine Publishers of America Scoop San Juan www.scoop (800) 767-3263 American City Business Journals, ReprintSource Capistrano, Calif. reprintsource.com Condé Nast, USA Today Sheridan Reprints Hanover, Pa. www.sheridan (800) 352-2210 Sheridan Press reprints.com Wright’s Media The Woodlands, www.wrights (877) 652-5295 Forbes Media, Source Interlink, U.S. Texas media.com News & World Report, Bonnier Corp., UBM YGS Group York, Pa. www.theygs (800) 501-9571 Crain Communications Inc., Hanley group.com Wood, International Data Group, McGraw-Hill Cos., Reed Business Information M&A firms

Company Location URL Phone Key executives AdMedia Partners New York www.admedia (212) 759-1870 Seth R. Alpert partners.com Gregory C. Smith, managing directors Atwood Advisors New York http://atwoodadvisors.com (212) 355-1390 Jonathan Gordon, partner Berkery Noyes New York www.berkerynoyes.com (212) 668-3022 Joseph W. Berkery, CEO DeSilva+Phillips New York www.media (212) 686-9700 Roland DeSilva bankers.com Reed Phillips III, managing partners Jordan, Edmiston New York www.jegi.com (212) 754-0710 Wilma Jordan, CEO Group Kamen & Co. Baldwin, N.Y. www.kamengroup.com (516) 379-2797 Kevin B. Kamen, president-CEO Group Services Veronis Suhler New York www.vss.com (212) 935-4990 Jeffrey Stevenson, managing partner Stevenson John Suhler, general partner W.B. Grimes & Co. Gaithersburg, www.mediamergers.com (301) 253-5016 Larry Grimes, president Md. Whitestone New York www.whitestone (212) 672-0077 Baran Rosen, president Communications communications.com Web developers

Company Location URL Phone Key services CrownPeak Los Angeles www.crownpeak.com (310) 841-5920 Website design, content and custom application development, taxonomy creation ePublishing Chicago www.epublishing.com (312) 768-6800 Interface design, usability testing, systems integration, database architecture, application development, hosting Fergus O'Daly New York www.odaly.com (212) 889-4517 Strategic consulting, e-commerce, Associates design, development, marketing GCN Media Norwalk, www.gcnmedia.com (203) 665-6211 Content management, banner Services Conn. management, directories, consulting, site hosting Lakeshore Chicago www.lakeshoreconcepts.com (630) 205-9360 Website design, e-commerce, Flash Concepts scripting, Shockwave and Lingo, streaming video, live chat Quinn San http://quinn.com (415) 296-9000 Custom design and development, Interactive Francisco enterprise content management, site search solutions, consulting

16 | Media Business | November 2011 | mediabusinessonline.com PUBLISHERS’ RESOURCE GUIDE Digital publishing vendors

Company URL Phone Key publishing clients Key executive E-Book www.flipviewer.com (919) 656-8898 Arvato, Case Agriculture Seng-Beng Ho, president Systems LinkPath http://home. (905) 831-3000 Canadian Lawyer, HealthCare Ashleigh Moffatt, manager, linkpath.com Technology digital services NewsStand www.news (512) 334-5100 Washington Post, The New Thomas J. Quinlan III, Inc. stand.com York Times president-CEO, RR Donnelley & Sons Nxtbook Media www.nxtbook (866) 268-1219 Advanstar/Cadalyst Group, Michael Biggerstaff, CEO media.com Advanstar Communications Olive Software www.olive (720) 747-1220 Reed Business Information, Yoni Stern, president- software.com Microsoft technology PageTurnPro www.page (717) 238-1326 National Geographic, Dolan Kelly Byres, director-sales turnpro.com Co. Qmags www.qmags.com (212) 947-6050 Business Insurance, HR Scott Johnson, VP-business Magazine development Texterity Inc. www.texterity.com (508) 804-3000 Crain Communications Inc., Martin Hensel, president IDG Communications Zinio Systems www.zinio.com (415) 494-2700 Hearst Corp., Bonnier Richard Maggiotto, president- CEO Webinar vendors

Company Location URL Phone Key executive Adobe Systems San Jose, Calif. www.adobe.com/products/ (888) 649-2990 Shantanu Narayen, president-CEO adobeconnect.html BrightTALK San Francisco www.brighttalk.com (415) 625-1500 Paul Heald, CEO Cisco WebEx San Jose, Calif. www.webex.com (877) 509-3239 John T. Chambers, chairman-CEO, Cisco Systems Citrix Online Goleta, Calif. www.citrixonline.com (805) 690-6400 Bernardo de Albergaria, VP- general manager, Collaboration Line of Business InterCall Chicago www.intercall.com (773) 399-1600 Scott Etzler, president KIT digital New York www.kitd.com (877) 664-6137 Kaleil Isaza Tuzman, chairman- CEO ON24 San Francisco www.on24.com (415) 369-8000 Sharat Sharan, president-CEO Onstream Media Pompano www.onstreammedia.com (877) 932-3400 Randy Selman, president-CEO Beach, Fla. TalkPoint New York www.talkpoint (866) 323-8660 Dan Roche, VP-marketing communications.com Thomson Reuters New York http://thomsonreuters.com/ (646) 223-4000 Shaun McIver, global head of multimedia_solutions multimedia solutions UBM Studios Chicago www.ubmstudios.com (949) 223-3611 Kathleen Connolly, VP-sales and development, West Telemarketing vendors

Company Location Phone URL Key executive Advanced Business Talent, Ore. (541) 535-7878 www.abtc.com Randy Eek, VP-general manager Teleservices Aspen Media & Boulder, Colo. (303) 786-9500 http://aspen Trey Cowhig, VP Market Research information.com CustomerLink Roseville, Calif. (888) 942-5448 www.customerlink.com Mark Hockridge, CEO Systems Industry Research Tuscaloosa, (888) 289-2281 www.indresearch.com Wendy Beckham, operations Group Ala. manager Lester Inc. Branford, Conn. (203) 488-5265 www.lesterinc.com Joan Marcus, senior VP Mark Facey & Co. Bristol, Conn. (800) 237-0938 www.markfacey.com Jeff Neistat, VP-CFO Meyer Teleservices St. Cloud, (800) 676-9233 www.callmeyer.com Frank Ortiz, VP-business Minn. development NOVO 1 Fort Worth, (817) 355-8200 www.novo1.com Mary Murcott, CEO Texas Talk2Rep Tamarac, Fla. (866) 856-2737 www.talk2rep.com Jim Ryan, CEO

mediabusinessonline.com | November 2011 | Media Business | 17 PUBLISHERS’ RESOURCE GUIDE Printing vendors

Company Location URL Phone Key executive Brown Printing Co. New York www.bpc.com (866) 323-9336 Volker Petersen, president-CEO Cenveo Publisher Stamford, Conn. www.cenveo.com (203) 595-3000 Harry Vinson, president Services Conley Printing Beaver Dam, Wis. www.printatconley.com (920) 885-7800 Jim Dittman, president Consolidated Houston www.cgx.com (713) 787-0977 Joe R. Davis, chairman-CEO Graphics Cummings Hooksett, N.H. www.cummingsprinting.com (800) 647-0035 Mark Hamel, COO Printing Democrat Printing Little Rock, Ark. www.democrat (501) 490-2215 John Parke, VP-COO & Lithographing printing.com Fry Mechanicsburg, www.frycomm.com (800) 334-1429 Michael T. Lukas, CEO Communications Pa. Lane Press South Burlington, www.lanepress.com (800) 733-3740 Philip Drumheller, president Vt. Publishers Press Shepherdsville, www.pubpress.com (800) 627-5801 Nicholas Simon, president Ky. Quad/Graphics Sussex, Wis. www.qg.com (888) 782-3226 Joel Quadracci, president-CEO RR Donnelley & Chicago www.rrdonnelley.com (312) 326-8000 Thomas J. Quinlin III, Sons president-CEO Sheridan Hunt Valley, Md. www.sheridan.com/ (410) 785-7277 John Saxton, president-CEO, Magazine Services magazines Sheridan Group St. Croix Press New Richmond, www.stcroixpress.com (800) 826-6622 Mike Monette, general Wis. manager Times Printing Co. Random Lake, www.timesprintingco.com (920) 994-4396 Rick Bortolotti, general Wis. manager Transcontinental Saint-Laurent, www.transcontinental- (514) 748-6650 Bruce Jensen, VP-sales, Printing Quebec printing.com magazine, book and catalog group Vanguard Printing Ithaca, N.Y. www.vanguard (607) 272-1212 Mark R. Ploucha, president printingllc.com Vertis Baltimore www.vertisinc.com (410) 528-9800 Gerald Sokol, president-CEO Communications

Virtual event vendors

Company Location Phone URL 3DXplorer Irvine, Calif. (949) 253-3472 www.3dxplorer.com 6Connex Campbell, Calif. (408) 341-1399 www.6connex.com CGS VirtualEvents365 New York (212) 408-3800 www.cgsinc.com/solutions/ virtualevents365.html Expos2 Ashland, Ore. (541) 201-8141 www.expos2.com HVC New York (212) 722-1744 www.hvc.com iCongo Montreal (888) 944-2664 www.icongo.com Industry IDS Chicago (866) 350-1938 www.industryids.com INXPO Chicago (312) 962-3700 www.inxpo.com iTradeFair Stillwater, Okla. (405) 372-6200 www.itradefair.com Jack Morton New York (212) 401-7212 www.jackmorton.com/virtual Marketplace365 Pompano Beach, Fla. (877) 932-3400 www.marketplace365.com Moderne Communications Rockville Centre, N.Y. (516) 594-1100 www.modernecommunications.com ON24 San Francisco (415) 369-8000 www.on24.com PlatformQ Needham, Mass. (617) 938-6000 www.platformq.com Social27 Bellevue, Wash. N/A http://social27.com UBM Studios Chicago (949) 223-3611 www.ubmstudios.com Unisfair Menlo Park, Calif. (866) 354-4030 www.unisfair.com VCopious Conshohocken, Pa. (484) 362-0777 www.vcopious.com

18 | Media Business | November 2011 | mediabusinessonline.com PUBLISHERS’ RESOURCE GUIDE Fulfillment vendors

Company Location Phone URL Key executive

Abacus Acquisition Irving, Texas (972) 582-9600 www.epsilon.com Bryan Kennedy, president- Solutions CEO

Advantage Ann Arbor, (734) 327-3600 www.advantagecs.com Cindy Morphew, marketing Computing Systems Mich. director

Cambey & West Congers, N.Y. (845) 267-3490 www.cambeywest.com Jane Giles, director-business development

CDS Global Des Moines, (515) 247-7500 www.cds-global.com Malcolm Netburn, chairman- Iowa CEO

ESP Computer North (818) 487-4500 www.espcomp.com Michael Jordan, COO Services Hollywood, Calif. Evergreen Printing Bellmawr, N.J. (856) 933-0222 www.egpp.com Carmen Pinto, president Co.

Fulco Inc. Denville, N.J. (973) 627-2427 www.fulcoinc.com Jimmy Duffy, director- business development and sales Hallmark Data Skokie, Ill. (847) 983-2000 www.halldata.com James Kuchinsky, president- Systems CEO

iPacesetters Montvale, N.J. (201) 391-1500 www.callargi.com Raymond T. Butkus, president-CEO

Knowledge Plymouth, (763) 746-2780 www.knowledge Duane Crandall, CEO Marketing Minn. marketing.com Publishing Services Media Services Highland (847) 266-9822 www.media Robert L. Heymann, director, Group Park, Ill. servicesgroup.com Chicago

Medical Marketing Wood Dale, Ill. (630) 350-1717 www.mmslists.com Richard Elliot, president Service

National Fulfillment Aston, Pa. (800) 637-1306 www.nfsrv.com Tom Krueger, VP-marketing Services

Ogden Group West (585) 321-1060 www.ogdengroup.com Richard Jasinski, president Henrietta, N.Y. Omeda Northbrook, (847) 564-8900 www.omeda.com Randy Renner, VP-sales and Ill. marketing

Palm Coast Data Palm Coast, (386) 445-4662 www.palmcoastdata.com Mike Taschler, exec VP-COO Fla.

Publication Cypress, Calif. (714) 226-9782 www.pfsmag.com Jan Edwards-Pullin, principal Fulfillment Services

Publisher's Creative Escondido, (800) 847-9910 www.pcspublink.com Michael J. Ciuffreda, Systems Calif. president

Stark Services North (818) 985-2003 www.starkservices.com Carl David, VP-marketing Hollywood, Calif. Superior Fulfillment Duluth, Minn. (218) 740-6547 http://superior Carrie Landman, fulfillment fulfillment.com director

mediabusinessonline.com | November 2011 | Media Business | 19 PUBLISHERS’ RESOURCE GUIDE Online video vendors

Company Location URL Phone Description Abacast Vancouver, www.abacast.com (360) 326-4798 Live and on-demand streaming, ad injection, Wash. ad serving, encoding, design Akamai Cambridge, www.akamai.com (877) 325-2624 Streaming, content management Mass. applications Brightcove Cambridge, www.brightcove.com (617) 500-4947 Cloud content service that programs, Mass. distributes and monetizes video across Web and mobile CDNetworks San Jose, www.cd (408) 228-3700 Ad-serving, e-commerce, cloud and Web 2.0 Calif. networks.com applications Cisco Systems San Jose, www.cisco.com (408) 526-4000 Consulting, implementation, integration, Calif. professional video content delivery services Ignite Frisco, www.ignite (972) 348-6400 Audio, video, Web, mobile development, Technologies Texas tech.com tracking, reporting Internap Network Atlanta www.internap.com (404) 302-9700 Content delivery, data center, managed Services hosting, streaming, Internet services KIT digital New York www.kitd.com (877) 664-6137 In-banner units, lead generation, audio/ video production, management, audience development, encoding, application design, production, distribution, SEO Limelight Tempe, www.limelight.com (602) 850-5000 Multimedia content delivery, management, Networks Ariz. streaming Magnify.net New York www.magnify.net (212) 787-5273 Video publishing platform provider

Mirror Image Tewksbury, www.mirror- (781) 376-1100 Content delivery, streaming, Web Internet Mass. image.com computing, reporting NaviSite Inc. Andover, www.navisite.com (978) 682-8300 Content delivery, managed hosting, Mass. application streaming Netbriefings St. Paul, www.net (866) 225-1532 Large group webcasting, real time Minn. briefings.com collaboration, streaming video, video messaging, production ON24 San www.on24.com (415) 369-8000 Webcasting, virtual events and virtual Francisco briefing centers for enterprise marketing and communications applications, including virtual training, career fairs and trade shows Open Text Waterloo, www.opentext.com (519) 888-7111 Content management, social media, (formerly Ontario imaging, delivery, analytics Vignette) Qumu Inc. San Bruno, www.qumu.com (650) 396-8530 Webcasting, lecture capture, video Calif. conference recording, video portals and digital signage Say Media San www.saymedia.com (415) 738-5100 Social media, multimedia, application ad Francisco networking Sonic Foundry Madison, www.sonic (608) 443-1600 Webcasts, podcasts, knowledge Wis. foundry.com management SundaySky New York www.sundaysky.com (212) 929-8111 Custom generates multiple SmartVideos daily that attract real-time traffic, target prospects and convert leads TalkPoint New York www.talkpoint (866) 323-8660 Interactive audio and video webcasting, communications.com virtual meetings thePlatform Seattle http://the (206) 436-7900 Advertising, video publishing, content platform.com management TurnHere San www.turnhere.com (877) 559-9898 Video production and platforms, real-time Francisco reporting, streaming TVWorldwide.com Chantilly, www.tv (703) 961-9250 Hosting, encoding, TV program Va. worldwide.com x221 development, distribution ValueClick Media Westlake www.valueclick (818) 575-4500 Pre- and post-roll advertising, delivery, lead Village, media.com generation Calif. VisibleGains Waltham, www.visiblegains.com (781) 350-3416 Video interaction design, management, Mass. analytics WorldNow Long Island www.worldnow.com (212) 931-1200 Streaming, editing, digital asset City, N.Y. management

20 | Media Business | November 2011 | mediabusinessonline.com PUBLISHERS’ RESOURCE GUIDE Paper suppliers

Company Location URL Phone Key executive Appleton Coated Combined www.appletoncoated.com (920) 788-3550 Sandra Van Ert, president-CEO Locks, Wis. Appleton Papers Appleton, Wis. www.appletonideas.com (920) 734-9841 Mark Richards, chairman and president-CEO Boise Cascade Boise, Idaho www.bc.com (208) 384-6161 Tom Carlile, CEO Catalyst Paper Richmond, www.catalystpaper.com (206) 838-2070 Kevin J. Clarke, president-CEO British Columbia DaiEi Papers (USA) Chesapeake, www.daieipapers.com (757) 523-2100 Michael McCann, president Corp. Va. Domtar Papers Montreal www.domtar.com (514) 848-5555 John D. Williams, president-CEO FiberMark Inc. Brattleboro, Vt. www.fibermark.com (802) 257-0365 Anthony MacLaurin, president- CEO Finch Paper Glens Falls, http://finchpaper.com (800) 833-9983 Joseph F. Raccuia, president- N.Y. CEO French Paper Co. Niles, Mich. www.frenchpaper.com (269) 683-1100 Jerry French, president-CEO George A. Whiting Menasha, Wis. www.whitingpaper.com (920) 722-3351 Frank B. Whiting, CEO Paper Co. Georgia-Pacific Atlanta www.gp.com (404) 652-4000 James Hannan, president-CEO Paper Glatfelter Co. York, Pa. www.glatfelter.com (866) 744-7380 Dante Parrini, chairman-CEO Gruppo Cordenons Amesbury, www.gruppocordenons- (978) 834-0800 Collette Pelletier, VP (USA) Mass. usa.com International Paper Memphis, Tenn. www.international (901) 419-9000 John Faraci, chairman-CEO paper.com Kruger Inc. Montreal www.kruger.com (514) 737-1131 Joseph Kruger II, chairman-CEO MeadWestvaco Richmond, Va. www.meadwestvaco.com (804) 444-1000 John A. Luke Jr., chairman-CEO Mohawk Fine Papers Cohoes, N.Y. www.mohawkpaper.com (800) 843-6455 Thomas O’Connor Jr., chairman- CEO Monadnock Paper Bennington, http://mpm.com (603) 588-3311 Richard Verney, chairman-CEO Mills N.H. Neenah Paper Alpharetta, Ga. www.neenahpaper.com (678) 566-6500 John P. O'Donnell, president- CEO New Leaf Paper San Francisco www.newleafpaper.com (415) 291-9210 Jeff Mendelsohn, CEO New Page Corp. Miamisburg, www.newpagecorp.com (877) 855-7243 George F. Martin, president- Ohio CEO Pacon Corp. Appleton, Wis. www.pacon.com (800) 333-2545 Jim Schmitz, president-CEO Paper Culture Millbrae, Calif. www.paperculture.com (877) 772-8588 Christopher Wu, CEO Potlatch Corp. Spokane, Wash. www.potlatchcorp.com (509) 835-1500 Michael J. Covey, chairman and president-CEO Resolute Forest Montreal www.abitibibowater.com (800) 361-2888 Richard Garneau, president-CEO Products Sappi Fine Paper Boston www.na.sappi.com (617) 423-7300 Mark Gardner, president-CEO North America Stora Enso (North Stamford, Conn. www.storaenso.com (203) 541-5100 Peter Mersmann, president America) Sullivan Paper Co. West www.sullivanpaper.com (413) 734-3107 Joe Sullivan, president Springfield, Mass. Tembec Paper Etobicoke, Ont. www.tembec.com (416) 775-2801 James Lopez, president-CEO Tullis Russell Fairfield, Conn. www.tullis-russell.co.uk/ (203) 256-9522 Larry Adams, president Papermakers papermakers UPM-Kymmene Corp. Westmont, Ill. www.upm.com (630) 850-3310 Jyrki Ovaska, president, paper business group Verso Paper Memphis, Tenn. www.versopaper.com (877) 837-7606 Mike Jackson, president-CEO Wausau Paper Mosinee, Wis. www.wausaupaper.com (715) 693-4470 Thomas J. Howatt, president- CEO West Linn Paper Co. West Linn, Ore. www.wlinpco.com (503) 557-6500 Brian Konen, COO Weyerhaeuser Federal Way, www.weyerhaeuser.com (253) 924-2345 Daniel Fulton, president-CEO Wash.

mediabusinessonline.com | November 2011 | Media Business | 21 PUBLISHERS’ RESOURCE GUIDE List managers

Company Location Phone URL Key b-to-b publishing clients

ALC Princeton, (609) 580-2800 www.alc.com BtoB, Progressive Business N.J. Publications, Forbes, Dow Jones

AllMedia Inc. Plano, Texas (469) 467-9100 www.allmediainc.com Allured Publishing, CSC Publishing, Carlat Psychiatry Report

IDG List Framingham, (508) 766-5626 www.idglist.com CXO Media, NetworkWorld, Services Mass. Computerworld, InfoWorld

Infogroup Pearl River, (402) 836-5636 www.infogroup.com Open Magazine/NextGenIT, infoUSA N.Y. Busines Multi-Channel Database, OpenSystems Publishing, Edgell Communications Kroll Direct Plainsboro, (609) 275-2900 www.krolldirect.com Questex Media Group, Financial Marketing N.J. Times, October Research, Haymarket Media

Lake Group Armonk, (914) 925-2400 www.lakegroupmedia.com American City Business Journals, Media N.Y. Harvard Business Review, Crain Communications Inc., Dow Jones

Leon Henry Inc. Hartsdale, (914) 285-3456 www.leonhenryinc.com Dialysis & Transplantation, National N.Y. Institute of Business Management, Business & Finance Publications by Bartash, Diabetes Health The List Atlanta (800) 443-9707 www.thelistinc.com Euro RSCG, PS&E, Catalyst Marketing, SAPFinder

L.I.S.T. Inc. Armonk, (914) 765-0700 www.l-i-s-t.com Technology Marketing Corp., Thomas N.Y. Communications, TCI Publications, InfoQ Publishing

List Services Bethel, (203) 743-2600 www.listservices.com USA TODAY, Progressive Business Corp. Conn. Journal, Publishing Group of America, Platinum Data

Mardevdm2 Oak Brook, (800) 323-4958 www.mardevdm2.com Reed Business Information, LexisNexis Ill. Martindale-Hubbell, BuyerZone.com, Gale Group

MeritDirect White Plains, (914) 368-1000 www.meritdirect.com Penton Media, Bloomberg N.Y. Businessweek, United Business Media, 1105 Media

MetaResponse Deerfield (954) 360-0644 www.metaresponse.com Thomas Publishing, Hoover's, Group Beach, Fla. AccountingWEB, BullDog Reporter (InfoCom Group)

PlattForm Lenexa, Kan. (913) 254-6000 www.plattformad.com M2Media360, Quality Digest, Northstar Advertising Travel Media, Meetings & Conventions

Specialists Hauppauge, (631) 787-3008 www.sms-inc.com Aspen Publishers, Supply Chain Brain, Marketing N.Y. Messaging News, Lawyer's Diary & Services Manual

Statlistics Danbury, (203) 778-8700 www.statlistics.com Advantage Business Media, Canon Conn. Communications, PennWell Publishing, Hanley Wood

TriMax Direct St. Paul, (651) 292-0165 www.trimaxdirect.com N/A Minn.

Worldata Boca Raton, (561) 393-8200 www.worldata.com Ziff Davis Media, Human Resource Fla. Executive Magazine, Chief Learning Officer Magazine, LRP Publications

22 | Media Business | November 2011 | mediabusinessonline.com PUBLISHERS’ RESOURCE GUIDE SEM vendors

Company Location URL Phone Key executive 7Search.com Des Plaines, Ill. http://7search.com (800) 577-1165 Dante Monteverde, online marketing director 15miles New York www.15miles.com (855) 515-0015 Elizabeth Serafin, VP-paid media 90octane Denver www.90octane.com (720) 904-8169 Sam Eidson Jim Grinney, partners 360i New York www.360i.com (888) 360-9630 Bryan Wiener, CEO Acronym Media New York www.acronym.com (212) 691-7051 Anton Konikoff, CEO Acxiom Corp. Little Rock, Ark. www.acxiom.com (501) 342-7799 Tim Suther, senior VP-CMO AdGooroo Chicago www.adgooroo.com (866) 263-9900 Richard Stokes, CEO Alchemist Media San Francisco www.alchemistmedia.com (415) 777-2524 Jessie C. Stricchiola, president AOL Advertising New York http://advertising.aol.com (212) 652-6400 Ned Brody, president-chief revenue officer Backbone Media Westborough, www.backbonemedia.com (508) 366-2100 Stephen Turcotte, president Mass. BeyondROI Boca Raton, Fla. www.beyondroi.com (954) 456-5000 Richard J. Pollack, CEO B Line Marketing Oakland, Calif. www.blinemarketing.com (800) 356-4319 Brooke Spilberg, CEO Bruce Clay Inc. Moorpark, Calif. www.bruceclay.com (805) 517-1900 Bruce Clay, president BusinessOnline San Diego www.businessol.com (619) 699-0767 Thad Kahlow, CEO Covario San Diego www.covario.com (858) 397-1500 Russ Mann, CEO Didit Mineola, N.Y. www.didit.com (800) 932-7761 Kevin Lee, CEO Efficient Frontier Sunnyvale, Calif. www.efrontier.com (408) 585-2700 David Karnstedt, president-CEO Flying Point Media New York www.flyingpointmedia.com (212) 629-4960 Sarah Brown, director-search and media operations Geary Interactive San Diego www.gearyi.com (619) 756-6700 Andreas Roell, chairman-CEO gyro New York www.gyro.com (212) 915-2490 Rick Segal, worldwide president- chief practice officer Harte-Hanks San Antonio www.harte-hanks.com (800) 456-9748 Jeannette Kocsis, senior VP-digital strategy and media iCrossing Scottsdale, Ariz. www.icrossing.com (480) 505-5800 Don Scales, president-CEO IgnitionOne Atlanta www.ignitionone.com (888) 744-6483 Roger Barnette, president Inceptor by Waltham, Mass. www.inceptor.com (781) 684-6809 Brian Gulledge, director-SEM SuperMedia iProspect Boston www.iprospect.com (617) 449-4300 Robert Murray, global CEO KeyRelevance Lucas, Texas www.keyrelevance.com (972) 429-1222 Christine Churchill, president LookSmart San Francisco www.looksmart.com (877) 512-5665 Jean-Yves Dexmier, executive chairman-CEO Lucid Agency Tempe, Ariz. www.lucidagency.com (480) 219-7257 Ken Bonham, VP-business development Mediative, a Kelowna, British www.mediative.ca (800) 277-9997 Patrick Lauzon , president Yellow Pages co. Columbia Medium Blue Atlanta www.mediumblue.com (866) 436-2583 Scott Buresh, CEO Oneupweb Traverse City, www.oneupweb.com (877) 568-7477 Lisa Wehr, CEO Mich. Pepperjam Wilkes-Barre, www.pepperjam.com (877) 796-5700 Steve Denton, president, GSI Pa. Media, and CEO, Pepperjam Exchange Prime Visibility Melville, N.Y. www.primevisibility.com (866) 774-6381 Andrew Hazen, founder Proceed Innovative Schaumburg, Ill. www.proceedinnovative.com (800) 933-2402 Jasmine Panayotov, managing partner Red Bricks Media San Francisco www.rbm-inc.com (415) 255-0650 Elliott Easterling, CEO RKG (Rimm- Charlottesville, www.rimmkaufman.com (434) 970-1010 George Michie, CEO Kaufman Group) Va. Rosetta Hamilton, N.J. www.rosetta.com (609) 689-6100 Chris Kuenne, chairman-CEO SiteLab Interactive La Jolla, Calif. www.sitelab.com (858) 456-4720 Marlene Matheson, CEO Vertive Inc. Austin, Texas www.vertive.com (512) 342-8378 Steve Schaffer, CEO WebMama.com Menlo Park, www.webmama.com (650) 289-0701 Barbara Coll, CEO Inc. Calif. WebMetro San Dimas, www.webmetro.com (909) 599-8885 Carlos Ugalde, CEO Calif. Zeta Interactive New York www.zetainteractive.com (646) 834-9400 Al DiGuido, CEO

mediabusinessonline.com | November 2011 | Media Business | 23 Sales & Marketing A new marketing package AD VANTAGES Following name change, Path to Purchase UBM name adds Institute expands its digital offerings value overseas verything Channel, which pub- BY MATTHEW SCHWARTZ which exhibits at Shopper Marketing Expo. Elishes CRN, in late September t the Path to Purchase Institute’s annual (P&G coined the term “first moment of changed its name to UBM Chan-

SALES & MARKETING Shopper Marketing Expo in October, truth” in 1995 to define the first few seconds nel. That was the second name Athe institute rolled out its Online Adver- when a consumer faces a product on the shelf.) change for the tising Survey and Insight Service. “As a b-to-b supplier,” Caravan said, “we group in three Oasis allows subscribers to monitor and ana- have to think about the entire path to purchase, years; in 2008 lyze digital advertising of such retailers as CVS, so our products and services are understood and its name was Kroger Co. and Wal-Mart Stores. relevant at all of the appropriate touch points.” changed to Oasis is one of a series of new marketing vehi- The institute, which has changed its website Everything cles at the institute, a for-profit association that address (http://p2pi.org) to reflect its new name, Channel from serves retailers, marketers, agencies and point- has added several programs to its portfolio with- CMP Media. of-purchase vendors. in the last 12 months. Robert Faletra, BIO In September, the association—which pub- In addition to the Oasis service, the institute CEO of UBM Robert lishes Shopper Marketing, a monthly magazine tar- also introduced the Retail Academy, a program Channel, Faletra geting the retail marketing offering senior retail execs spoke to Media CEO, UBM Channel sector—officially changed “In order for us to free lodging, seminars and Business its name to the Path to Pur- be relevant to our a private lounge just off the about the name chase Institute. audience, which show floor at this year’s change. The group’s latest incar- Shopper Marketing Expo. Media Business: Why was the nation underscores the is looking at things In September, the insti- name of the company changed? broadening of the organiza- with a wider lens, tute announced that it was Robert Faletra: It’s an effort to tion’s member base beyond we felt we needed collaborating with Effie leverage the value of the (parent its original, point-of-pur- to change the Worldwide to expand the company) UBM’s name as we chase focus to include number of awards at the push our brands toward search, social, mobile, di- name.” annual Effie Awards com- international efforts. Everything rect, events, couponing and Peter Hoyt, executive director-CEO, petition given for effective- Channel is well-recognized in Path to Purchase Institute other marketing-related ness in shopper marketing. North America, but less so companies. Shopper Marketing Effie awards, which de- overseas. UBM has a global foot- “It pushes us into a much broader marketing buted last year with just two categories—one print and has operations in all of arena, without diminishing our focus on sales that for manufacturers and one for retailers—will the major markets around the take place within bricks and mortar,” said Peter now be expanded to 15 categories. Winners world, including China and India. Hoyt, executive director-CEO of the organization. will be announced at the institute’s 2012 Shop- It’s a highly recognized brand, and He said that the changes are also designed to per Marketing Summit, which will take place this gives us the ability to use that better serve the entire “ecosystem” of in-store April 16–18 in Chicago. in a marketable fashion. marketing, including digital touch points at Face- In order to keep members up-to-date on mar- MB: In the digital age, what are book and Google, direct marketing and tradition- ket trends, the institute last November intro- the sales and marketing al media brands that are now following budget duced its League of Leaders, who meet twice a challenges of a name change? dollars as they migrate into shopper marketing. year and present 19-minute “Lighting Lectures” Faletra: To some degree, it’s “You make the decision to buy in-store, but that offer insights on issues affecting the in-store easier. People are used to coming there are a lot of influences along the way on the shopping industry. League members also serve to the website and are used to see- path to purchase, and many of them now are digi- as adjunct editors for Shopper Marketing and ing (our) publications. We’re not tal,” he added. “And in order for us to be relevant provide ongoing feedback throughout the year changing the brands of our prod- to our audience, which is looking at things with a on the publication’s content. ucts; it’s really the name change of wider lens, we felt we needed to change the name.” “Instead of having a board of directors that the company that sits above the “[Hoyt’s] capturing what the industry is call- sits around and talks about policy, we’re getting brands. Most of our customers re- ing the ‘path to purchase,’ from consuming media a fire hose of current concerns from the leaders ally interface with pieces of the outside the retail environment all the way of the industry,” Hoyt said, “and that, more business or with multiple pieces of through to what Procter & Gamble Co. calls ‘the than anything else we do, has empowered the the business; but they know us and first moment of truth,’ ” said Kelly Canavan, mar- institute to have its finger on the pulse of what’s they know our capabilities. —M.S. keting manager at 3M Digital Out of Home, happening in the marketplace.” Ⅺ

24 | Media Business | November 2011 | mediabusinessonline.com M&A

ANALYST INSIGHT On with the show Hal Greenberg Partner, Following the acquisition of events company VSS Structured GLM, McCurdy sets the stage for expansion Capital Funds M&A BY MATTHEW SCHWARTZ gy for a trade show group really extends com- Digital to drive hen Charles McCurdy was CEO of panies’ services in the marketplace rather than Canon Communications from 2005 substitutes them.” media growth Wthrough 2010, the company had a GLM’s portfolio is already growing. Surf he b-to-b media sector is destined narrow focus on global manufacturing. It was Expo, a semi-annual event held in Orlando, Tfor growth again, according to Vero- built on a dual strategy: expanding face-to-face Fla., is adding another show to the mix. The nis Suhler Stevenson’s recently events, both domestically and internationally, new event, Launch, will debut next July in released “Communications Industry and leveraging them into a variety of digital Santa Monica, Calif., and cater to board sports Forecast.” Hal Greenberg, partner of sources for both customers and prospects. retailers and suppliers. VSS Structured Capital Funds, recent- The strategy succeeded, as McCurdy sold Also next year, GLM will introduce Ac- ly spoke with Media Business about Canon to UBM for $287 million in September tion Sports Expo Asia in Singapore and an the outlook for the sector. 2010. The price tag represented a 7.8 times event in Chicago that will be tied to the com- Media Business: B-to-b media is EBITDA multiple. pany’s existing Antique Jewelry & back on the growth path. What is dri- McCurdy said that he wants to Watch shows in Las Vegas, Miami ving this? deploy a similar media model for and New York. Hal Greenberg: It’s back on a events company George Little Man- McCurdy said he also wants to growth path, but it depends upon what agement (GLM), which he acquired expand the digital offerings of the part you’re looking at. Certainly, (print) in late September for $173 million New York International Gift Fair, Na- advertising, which had a decent year with backing from Providence Equi- tional Stationery Show and Surf actually in 2011, in the longer term ty Partners. Expo, which feature online catalog will still be under considerable stress. GLM, which targets the business- McCurdy galleries. “We’re developing a more But the whole of b-to-b media should to-retailer market, produces 15 trade shows robust audience database capability that can grow. Things like the iPad and the serving a variety of industries. These sectors help support lead/sales generation for ex- (other) tablets will actually be a driving include beach, board sports, home furnish- hibitors and suppliers in the industry.” influence. It’s still in transition, but the ings, personal care, home textiles, fashion and Mike Parker, managing director at media more things are read in tablet form, it hospitality. The events annually showcase investment bank AdMedia Partners, said Mc- will be more interactive than a one-way about 11,000 exhibitors in 1.8 million net Curdy’s strategy may be a “precursor” to magazine would be. You’ll start to get square feet of exhibit space, and attract ap- what’s ahead for the b-to-b media industry as more creative approaches to advertis- proximately 150,000 attendees. traditional print revenue continues to decline. ing broadly speaking than you might if McCurdy, chairman of GLM, said the “He [realized] early on that events and the you had just a print property. company is now looking at other media prop- interaction between digital and events is go- MB: How has the growth of digital erties to acquire. ing to be a very important part of being suc- impacted b-to-b media? “A strong trade show is a vital function cessful in b-to-b media in the future,” Parker Greenberg: If you look at an adver- that is not disintermediated the way it’s been said. “Business publishers with a lot of expo- tiser like, say, Caterpillar, when you go for print newspapers and magazines,” he said. sure to print would be smart to take a hard back a decade or so ago, the only way “A properly executed digital and data strate- look at what he’s doing.” Ⅺ of reaching its clients was with maga- zines, trade shows and other kinds of A roundup of recent mergers and acquisitions events. That was formulaic for many years. But with the whole advent of the Date Property Description Seller Buyer Web, Caterpillar said to itself, “I can 9/11 Accuity Online subscription-based data Investcorp Reed reach my customers, and my dealers Holdings for financial services companies Elsevier and the customers of my dealers 8/11 Focus Provider of online lead Focus Ziff Davis directly through the Web.” A lot of Research generation for IT vendors Research Media money has been spent by the Caterpil- lars of this world on their own websites 8/11 Bureau of Provider of legal, tax, regulatory Bureau of Bloomberg and marketing. Their advertising and National and environmental information National promotional dollars aren’t necessarily Affairs services Affairs M&A ACTION going down. It’s been rejiggered, and a lot of it is being spent in-house. —S.C. Source: Jordan, Edmiston Group Transaction Database, 2011

mediabusinessonline.com | November 2011 | Media Business | 25 Audience Development

tions and other enhanced features and ser- Making house calls vices.” BPA Worldwide also jumped on the tele- Email congestion drives developers’ data bandwagon in 2008 by requiring all its audited publications to record outgoing tele- reinforcement of telemarketing capabilities marketing, said Richard Murphy, senior VP-auditing at BPA. While there were some BY MARK J. MILLER Keeten said, with occasional advertiser sur- initial concerns that subscribers didn’t want ot too many people enjoy hearing veys on whether a subscriber saw their ad in to be recorded, he noted it hasn’t been an from telemarketers, particularly the Journal and their reaction. issue so far. AUDIENCE DEVELOPMENT AUDIENCE Nwhen sitting down to dinner after a The Journal of Commerce, on the other “The telemarketing recording request has long day. One group, however, does have a hand—which has a paid membership— met all objectives,” Murphy said. “We’ve in- certain fondness for those on the other end of uses telemarketing mostly for renewals, creased the quality of the calls, the requests the phone and that is audience developers. trial/credit accounts and new-member and the audit. Media buyers, so impressed As email response rates decrease due to sourcing, said Oldenbrook. with the move, advised they no longer needed oversaturation, information gathered by Emelda Barea, VP-circulation and distri- to see telemarketing broken out separately telemarketers continues strong. “If we bution at Jobson Healthcare Information, from written and electronic requests.” don’t regulate telemarketing out of exis- also sees telemarketing as a still-strong Kim Clothier, director of audience devel- tence, it will always be a valid force to use in source of renewals, but points to the need opment at FMA Communications, said that subscription renewals,” said Jeffrey Kee- for creativity in order to reach customers. telemarketing use has gone up for her and ten, circulation manager at High Plains Effective strategies should include schedul- other circulators as response rates have gone Journal, an agricultural publication. “Tele- ing callbacks for unavailable call recipients down in other categories, including email. marketing is about 20% of our renewal as well as calling on weekends to reach a She said that while there have always been business, and I would hate to have to go out particular audience. “We use about four or “shady” telemarketing companies, even the and replace it.” five telemarketers at the same time for our good ones have benefited from the record- Christine Oldenbrook, VP-audience de- campaigns. The turnaround time is quick, ing rule by helping them identify “quality velopment and publisher at United Business and you can easily see and calculate gaps” that needed to be fixed. Media’s Journal of Commerce, doesn’t see progress.” High Plains Journal’s Keeten agreed that telemarketing going away but instead being At Bobit Business Media, the focus on the recording rule is a great asset in protect- used differently. “I see us asking for addi- telemarketing “has shifted from a ‘last ing all parties involved. “When we get or- tional services like pre- and post-call emails; resort’ view [of] just looking for the least ders from our telemarketing firm and later more surveys; and immediate follow-up expensive cost-per-complete toward really get a complaint from a customer [claiming] customer service calls when someone signs enhancing audience data,” said Tony Napo- they didn’t order a subscription, it’s reassur- up for a trial,” she said. leone, senior audience marketing manager. ing that we can go back to the tapes,” he High Plains Journal uses telemarketing “We look for partners that are constantly said. (The culprit is usually the complainer’s almost exclusively for subscription offers, striving to improve the products they offer, spouse, who may have ordered the maga- and we proactively encourage cross-promo- zine without telling his or her partner.) Ⅺ CIRCULATING Events can help win over new subscribers armel McDonagh first joined the magazine world as an assis- CM: We position many of our events as being extensions of the ex- Ctant circulation manager for Ziff Davis Media back pertise and thought leadership portrayed in our magazines. in 1997. Since the end of 2008, she’s moved over to There is an instantaneous connection with our audiences audience development for events as VP-marketing at based on the way we position and execute the marketing of 1105 Media. many of these events; the brand loyalty across our Media Business: How much interplay do you see be- publications helps immensely in this endeavor. It’s tween audience development for events and for your something we are very proud of and feel it is a cornerstone in publications? our marketing effort. BIO Carmel McDonagh: Our events are a very important MB: What could audience developers for publications CARMEL part of our media portfolio. FOSE, for example—one of McDONAGH learn from audience developers for events? our biggest events—brings in hundreds of renewal and VP-marketing, CM: Having worked on both sides of the fence, there new-business subscriptions every year, since we align 1105 Media are many more players in the events arena: operations, the demos on that registration process to those being content teams, etc. In audience development, it’s mostly a asked on the Qual [qualification] form. It’s an efficient way of sus- conversation between the publisher and circulator. Nevertheless, taining this connection in the government IT market. metrics should always dictate the logic for basing decisions—even MB: How do you go about bringing those audiences together? if there are a lot more voices at the table. —M.J.M.

26 | Media Business | November 2011 | mediabusinessonline.com Events

from the webinars,” Falkenberg said. Training days Preshow webinars will help exhibitors prepare for the winter NYIGF. The format is Webinars help exhibitors develop effective a simple slide show presentation with live audio and question-and-answer interaction. EVENTS strategies, maximize return on investment The first session, held last month, focused on pre-show marketing opportunities and the BY CHARLOTTE WOOLARD ers have encountered as the economy has development of promotions to be offered he New York International Gift Fair moved market behavior and in some cases during the event. This month, a webinar has earned a reputation as a place even redefined the methods by which ex- will focus on booth design, lead generation Twhere orders are written. “It is the hibitors measure and achieve ROI. and sales strategies. In December, the GLM only show that has proven itself to me,” said GLM introduced a webinar training se- operations team will provide tips to reduce longtime exhibitor Wilma Wabnitz, presi- ries to help exhibitors develop effective set-up costs. dent and founder of wholesale company strategies. “We noticed that those exhibitors Webinar attendees can request free Wabnitz Editions. “You see revenue.” that had the biggest success were those that 15-minute in-booth consultations. In addi- That revenue provides a demonstrable did a lot of work leading up to the show,” tion, a postshow webinar focuses on lead return on investment. But as George Little Falkenberg said. The webinars underscore management and the use of year-round tools Management prepared for its 2009 summer the importance not only of making and like the online catalog. show, organizers noticed that industry buy- maintaining connections with attendees but “You can’t just put up a booth and ex- ing habits were shifting. In the pinch of the also of maximizing exposure through an pect to have a good show,” said Stu Teller, recession, buyers were decreasing the vol- evolving array of marketing opportunities managing partner at Right Angle Strate- ume of their at-show purchases. They still that include digital directories and mobile gies, a business development services com- made buying decisions based on what they apps. pany that partners with GLM to produce saw on the floor, but often opted to spread a In the leadup to each show, about 150 ex- the training sessions. While about 35,000 series of smaller orders over time, said Chris- hibitors attend a webinar, he said. The ma- attendees are expected to flood the aisles, tian Falkenberg, VP-show manager at GLM. jority are first-time exhibitors, but longtime buyers on average have shaved about a “The landscape changed,” he said. “In participants like Wabnitz said they also find day off the time they spend at the event, the past, you had hard numbers; suddenly, value in a program designed to help control he said. it was more than that. It was more important exhibition costs, promote lead development Demand for the webinars has grown than ever to get your name out there 365 and increase visibility. “Smaller companies since the 2009 inception, Falkenberg said. days a year.” with no marketing department … are the “We want to put as many tools as possible in It’s a challenge that many show organiz- companies that are going to get the most [exhibitors’] hands.” Ⅺ

Pack Expo Las Vegas attendance and the ability to network. We are able to connect with executives Producer/Owner: Packaging Machin- from our [existing customer base] that ery Manufacturers Institute can otherwise be difficult to get in What: Trade show held in Las Vegas touch with.” every other year to connect buyers and Breakdown: Pack Expo broke records sellers in the packaging and processing this year, reporting double-digit supply chain attendee, exhibitor and floor space in- Where: Las Vegas Convention Center creases. The growth strategy centers Date 2013: Sept. 23–25 on the understanding that the vast bus- Date 2011: Sept. 26–28 tle of the trade show floor can be both experimental strategies that included 2011 floor space: 627,853 sq. ft. the best and worst feature of the event, the engagement of former Secretary of 2009 floor space: 521,147 sq. ft. Pittas said. The association has focused State Colin Powell as the event’s inau- No. of attendees, 2011: 26,084 on cultivating a comprehensive gural marquee speaker, as well as the No. of attendees, 2009: 22,721 environment and then carving out a development of three vertically focused No. of exhibitors, 2011: 1,559 categorical definition that makes it easi- face-to-face and online lounges. Atten- No. of exhibitors, 2009: 1,140 er for attendees and exhibitors to con- dees could visit niche lounges on the Producer comment: “We spent a lot of nect on a crowded floor. An expansion show floor to network, attend category- money this year,” said Jim Pittas, VP- to include the processing industry specific lectures and register for access trade shows at PMMI. “We’re in a com- attributed about 20% of the growth to vertically focused digital petitive industry, and we tried a ton of seen this year, he said. PMMI increased communities. Those communities, SHOW SPOTLIGHT new things to see what would work.” attendee promotions through tradition- launched at the event, will provide a Exhibitor comment: “The show is a al channels and also increased global year-round online extension. Pittas re- relationship activity for us,” said Bill outreach, a move that helped interna- ported success on all three fronts and Crist, chairman-CEO of Kliklok-Wood- tional attendance jump more than 30%. said PMMI will expand the number of man. “It’s about high-quality The association invested $1 million in verticals served next year. —C.W.

mediabusinessonline.com | November 2011 | Media Business | 27 PRODUCTION F BY MARKJ.MILLER ad proofsasawaytoboostefficiency Production departmentsembracedigital Portal combat everyone’s firstprioritytogetitback up.” the serverwentdown,itwas notalways everyone ofeachad’sarrival,”he said.“Butif fast, didaprettynicepreflight andnotified Sons Co.,tosetupanadportal.“It wassecure, worked withitsprinter,R.R.Donnelley& technology committee,saidthatHanleyWood Business Media’sproduction/manufacturing Wood andthecurrentchairmanofAmerican system saysshouldberejected.” intervention tomonitorthethingsthatyour than youmayhavethoughtandusehuman to keepyourrequirementsatalowerlevel ality, therearealotofgrayareas.Soyouneed meet yourspecifications,”hesaid.“Butinre- tem topreflightandkickbackadsthatdon’t practice itsoundslikeyoucansetupyoursys- of theirportalasapurelyautomaticentity.“In tions, warnsthatpublishersshouldnotthink media operationsatAdvanstarCommunica- Keith Hammerbeck,thecorporatedirectorof by theirprinters. departments mayuseadportalsconstructed software arenotoptions,b-to-bproduction structing aportalin-houseorbuyingexisting rect orunusableinsomeway.Andifcon- provide notificationwhenthefilesareincor- keters thatthefileshavebeenreceivedorto tals aredesignedtoautomaticallyinformmar- and otherdocumentsforeasyaccess.Thepor- ware—enable marketerstouploadadfiles in-house orproducedusingoff-the-shelfsoft- processing ofadvertisements. digital adportalsinanefforttoautomatethe have boostedefficiencyisthroughtheuseof of theirreducedmanpower.Onewaythey efficient financiallywhilemakingthebestuse tives havesearchedforwaystobecomemore proliferated. been heapeduponthemasdigitaloutletshave have grownsmaller,moreresponsibilityhas 28 | Production Nick Elsener,VP-productionatHanley No matterwhatkindofportalisinuse, These portals—whichcanbedeveloped In lightofthesefacts,productionexecu- Fact: had todobusinesswithfewerpeople. company productiondepartmentshave act: Media Business Although productiondepartments Over thelastdecade,b-to-bmedia | November2011 | mediabusinessonline.com the benefitsaregreatlydiminished.” best adportalbut,ifadvertisersaren’t usingit, ers isthekey,”Braisaid.“You can havethe processing finalPDFs,soadoption byadvertis- sources spentontrafficking,preflighting and goal withanadportalistominimizetheirre- more options.“Theproductiondepartment’s how portalsworkandcanthereforebeoffered already haveagoodtechnicalunderstandingof tisers andagencies,hesaid,theyarelikelyto tures maybetoodauntingforthem,”hesaid. cally proficient,anadportalthathaslotsoffea- niche marketswhereadvertisersarenottechni- for mediacompanies.“Ifyouhavespecific Media Solutions,whichoutsourcesproduction senior VP-operationsandCOOatSuperior sider yourtargetadvertisers,saidRobertBrai, fore youbuyit,”shesaid. nitely acaseofneedingtotryandbreakitbe- els ofvolumeandcomplexity.“Thisisdefi- ing ofalladsizesforpublicationsatlev- is veryworthitinthelongrun.” can bealittletediousthisway,”shesaid,“but size, bleedandtrim.“Settingupanadportal organizing adsindiferentways,including it, youbecomeresponsibleforit,”shesaid. up onyoursideoftheportal,unlessyoucatch site. “Ifanythinguntowardslipsbyandends it whattheychoosetobeautocorrectedbythe SendMyAd, recommendsthatpublisherslim- ager atUBM’s guess welikeit.” more dependablethanourprevioussystem.I vertisers getittouswithlesshassle,andis preflight adfilesonourownsystem.Ourad- our end,”Elsenersaid.“Weseldomhaveto their particularad,removingguessworkon just andapproveplacementinourtrimsizeof Web ande-readeradmaterials. receiving, approvinganddeliveringprint, allows publisherstoautomatetheworkflow MyAd isasoftware-as-a-serviceofferingthat SendMyAd fromBlanchardSystems.Send- Anne Anastasi,theadandprepressman- “The siteallowstheadvertisertoview,ad- So nowmostofHanleyWood’stitlesuse But ifyouareworkingwithnationaladver- Before buildingoradoptingaportal,con- Anastasi alsorecommendsextensivetest- She alsorecommendsthatportalsallowfor Design News , whichalsouses Ⅺ better? B present challenge New capabilities production execs need to be doing be to need execs production for so many different outlets now? outlets different many so for in magazineproductionfor20years. McGraw-Hill Construction,hasworked serve theircustom- enues andbetter ties toincreaserev- their digitalcapabili- they needtoexpand remain competitive, nize thatinorderto industry execsrecog- ing toseepublishing We arefinallystart- work onmoreinnovativeprojects. tunity touseproductiondowntime to and digital.Thisgivesthemtheoppor- ative servicesandproductionprint sources whocannavigatebetweencre- talent perspective,wehavefoundre- committed tootherprojects.Froma peting forinternalresourcesthatare to executebecauseyouareoftencom- er youcomeupwith,ithastobeeasy to developanappforthem.Sowhatev- clients willnotwaitsixmonthsforyou liver veryquicklyonanidea.Most ments. Youalsohavetobeablede- customer withafewminorenhance- idea shouldbescalableforthenext sophisticated atthesametime.Every traditional productionenvironment. constrained bytheneedsof agency culturetooperatewithoutbeing challenge willbetoallowtheinnovative House havedonerecently.The Hearst, PentonMediaandRandom doing, orbyacquiringagencies,as ilar towhatMcGraw-HillConstructionis house agencies,sim- ing theirownin- complished bybuild- ers. Thisisbeingac- PRESSING ISSUES Brenda Griffin: Business: Media Griffin: MB: integrated mediaoperationsfor renda Griffin,theseniordirectorof How do you balance production balance you do How You havetobescrappyand What do you think you do What Construction McGraw-Hill operations, media integrated director of Senior GRIFFIN BRENDA BIO —M.J.M. People

On the Move PROFILE Goodenough resigns as CEO of Summit Business Media Sukacheva settles into marketing role

Andrew L. Goodenough has re- PEOPLE signed as CEO of Summit VP takes over Economist Group’s integrated Business Media, which serves the communications, audience development products insurance and financial services markets, to “pursue other inter- BY TANYA MEYER more than 200 markets, industry trends in ests.” Thomas Flynn, Summit The Economist Group tapped Elena six sectors, and current strategies and best Business Media’s CFO-COO, is Sukacheva in August to lead its integrated practices in management, marketing and serving as interim CEO while the marketing department as thought leadership. company searches for a new chief VP-strategy and client solu- Elena Sukacheva “Many refer to our intelli- executive. Goodenough guided tions. Sukacheva, previously Company: Econ- gence unit as our ‘best-kept the company through Chapter 11 senior director of strategy- omist Group secret’ because it creates a bankruptcy earlier this year, re- beverages at Kraft Foods, is Location: New separate relationship with the York ducing its debt by $140 million. leveraging digital, data and Title: VP-strate- company,” Sukacheva said. Additionally, Goodenough events to better communi- gy and client Extending its clientcentric presided over the company’s sale cate with the Economist solutions marketing focus, Economist of Highline Data in September, Group’s highly coveted— Big move: Building upon Group in October 2010 intro- which further strengthened its and growing—audience. integrated marketing depart- duced its Ideas People Channel, balance sheet. “I came to Economist ment’s digital, international a vertical ad network of more Group three months ago be- reach than 50 websites, such as those Dubow steps down as Core responsibilities: Strate- cause I believe they’re in a re- gic planning, advertising, of the Christian Science Monitor chairman-CEO of Gannett ally good position right now,” audience development, digi- and The Nation, which show- Gannett Co., publisher of USA she said. “It’s an exciting time tal products, events case culture and innovation, Today, said Craig A. Dubow [at the company and in the and globalization news. resigned from his post as media industry]. I compare it to the [digital rev- The ad network, which defines its audi- chairman-CEO due to disability. olution] of the music industry. There are lots of ence not by demographics but by mindset, The company said he took a leave challenges, but also lots of opportunities.” drives advertiser brands, as well as provides of absence in September related For example, the extensive development direct access to 11 million unique monthly vis- to prior medical conditions. Mar- and enhanced integration of digital products itors in the U.S. jorie Magner, an independent di- have allowed the media company to better- “We have a very fine-tuned audience. No rector since 2006, has been target its audience. one knows our audience better than us. That named nonexecutive chairman. “The emergence of technology is signifi- presents a great opportunity to develop highly Gracia C. Martore, previously the cant in [allowing us to] talk to our readership customized solutions based on customers’ cur- company’s president-COO, was interactively,” Sukacheva said. “We combine rently addressed issues,” Sukacheva said. named president-CEO. our products and produce a lot of online con- Economist Group is also building up its tent that we try to make compelling and engag- events business, focusing on extending its Federle named COO ing for our unique audience.” C-suite execu- conferences, summits and webinars into Latin of Forbes Media tives comprise one-third of the Economist’s America—particularly Brazil, Columbia and Mike Federle has joined Forbes readership, while two-thirds are senior man- Mexico. Media as COO, a new position. agement at the director level or higher. The company seems to be succeeding in He was most recently president- The Economist Group is also using data to growing its reach. COO of Techonomy Media, a boost its relationships with clients. The Econ- According to Audit Bureau of Circulations, company in which Forbes is an omist Intelligence Unit, the company’s busi- The Economist boosted its circulation for the first equity investor. Previously, Fed- ness research and consulting division, col- half of this year by 2.6%—its 60th consecutive erle was the president of Fortune. lects a variety of data metrics for financial in- six-month period of growth. U.S. subscriptions stitutions, government agencies and global rose to 844,387 this year, the most in company Marchesano chosen as companies, including country-specific history, while digital subscriptions quadrupled president-CEO of Aequor Media analyses of political-economic conditions in year-over-year. Ⅺ Michael Marchesano has been named president-CEO of Aequor Media, a new media outsourcing Nielsen Business Media, was New York-based Aequor ing services for media compa- and consulting company from IT most recently a managing Media provides business nies. Its offerings include edito- consultant Aequor Technologies. director at media investment process outsourcing and rial, digital, print production Marchesano, former CEO of bank Jordan, Edmiston Group. knowledge process outsourc- and marketing.

mediabusinessonline.com | November 2011 | Media Business | 29 Benchmarks

BIN CATEGORIES Trade publication ad pages and revenue, July 2011 Ad pages Ad revenue Category YTD ’11 YTD ’10 Chg YTD ’11 YTD ’10 Chg Agriculture 8,598.45 8,647.46 -0.57% $133,181,816 $120,032,137 10.96% Architecture, Design, Lighting 8,065.56 7,986.34 0.99 107,781,057 104,307,265 3.33 Automotive 18,519.00 16,393.62 12.96 186,226,677 172,186,663 8.15 Aviation, Aerospace & Military 5,848.80 6,326.75 -7.55 85,417,394 93,741,852 -8.88 Banking, Financial, Insurance 14,690.07 14,639.07 0.35 228,844,351 220,239,616 3.91 Building, Engineering, Construction 20,721.97 20,151.30 2.83 244,300,179 226,522,351 7.85 BENCHMARKS Business, Advertising & Marketing 9,882.93 10,357.84 -4.59 380,817,387 301,853,235 26.16 Computing, Software, Telecom 6,777.81 7,372.75 -8.07 207,635,641 216,552,816 -4.12 Electronic Engineering 6,440.64 6,838.20 -5.81 103,693,221 107,397,890 -3.45 Government (Local, State, Federal) 10,493.74 10,809.95 -2.93 121,460,929 131,810,942 -7.85 Healthcare (PERQ+IMS) 89,551.42 86,677.37 3.32 727,619,380 688,747,427 5.64 Manufacturing, Processing 34,452.66 32,844.61 4.90 361,410,044 347,410,917 4.03 Miscellaneous,* Classified 11,014.83 10,687.40 3.06 124,032,839 104,729,746 18.43 Movies, Radio, TV & Video 11,659.65 11,321.06 2.99 186,117,784 168,275,153 10.60 Pharmaceuticals 6,387.00 6,317.08 1.11 81,002,358 80,214,512 0.98 Professional Services 26,391.88 26,313.91 0.30 319,506,096 311,183,881 2.67 Resources, Environment, Utilities 15,369.71 15,183.90 1.22 149,901,548 148,992,380 0.61 Restaurants, Foodservice, Lodging, Gaming 4,509.90 4,790.72 -5.86 70,520,506 78,345,858 -9.99 Retail, Services 31,877.48 31,315.07 1.80 334,669,439 326,225,798 2.59 Science, Research & Development 5,959.78 6,459.75 -7.74 74,108,708 79,525,434 -6.81 Transportation, Logistics 3,179.62 2,719.60 16.91 37,584,572 32,242,116 16.57 Travel, Business Conventions & Meetings 8,569.89 8,789.72 -2.50 177,579,012 183,072,965 -3.00 Grand Total 358,962.79 352,943.47 1.71 4,443,410,937 4,243,610,956 4.71

Note: * Miscellaneous includes Arts, Coin-operated & Vending and Security Source: Business Information Network, July 2011

TURNING DATA INTO INSIGHT INTELLIGENCE CENTER

 Looking for actionable B2B Currently in the Intelligence Center: „Emerging Trends in B-to-B Social Media Marketing: research and data that you can Insights From the Field: 76 pages on how marketers are using the unique applications of LinkedIn, Facebook, immediately put to use to improve Twitter, and other technologies to their best advantage your marketing campaigns? across all marketing functions. „B-to-B State of E-Mail Marketing: Best Practices: 59 pages of insights, key performance metrics, budgets, BtoB’s new Intelligence Center and industry trends.

is 100% dedicated to providing you „B2B Twitter Research Report: 41 pages of what you need to know to effectively manage your business Twitter with the insight you need to make accounts. Includes five detailed case studies.

important marketing decisions today. „B2B Web Analytics Research Report: 139 pages of insight into measuring what matters most on your website. Includes 10 detailed case studies.

Visit the intelligence center now at www.btobonline.com/intelligencecenter

30 | Media Business | November 2011 | mediabusinessonline.com TECH SECTOR BENCHMARKS

Computing Ad pages Electronic Engineering Ad pages

Rank Publication YTD ’11 YTD ’10 Chg Rank Publication YTD ’11 YTD ’10 Chg

1 Mobile Enterprise 47.00 30.50 54.10% 1 IEEE Spectrum Magazine 186.67 160.77 16.11%

2 Visual Studio Magazine 207.75 138.58 49.91 2 Power Electronics Tech. 166.02 143.42 15.76

3 Retail Info Systems News 154.32 116.41 32.57 3 Vacuum Tech. & Coating 163.32 147.16 10.98 4 Tech Decisions 124.72 94.82 31.54 4 Military & Aerospace 211.31 194.65 8.56 5 MSDN Magazine 396.33 303.58 30.55 5 Electronic Design 515.52 484.92 6.31 6 DevProConnections 198.67 156.50 26.95 6 Microwaves & RF 775.07 739.86 4.76 7 Better Software 71.08 58.08 22.38 7 COTS Journal 293.13 280.29 4.58 8 Macworld 405.81 344.96 17.64 8 Microwave Prod. Digest 596.66 590.58 1.03 9 IEEE Software 9.11 7.75 17.55 9 Laser Focus World 439.85 437.06 0.64 10 SD Times 442.33 391.08 13.10 10 RTC Magazine 172.60 172.74 -0.09 11 Windows ITPro 128.50 117.08 9.75 11 EE Times 361.59 363.41 -0.50 12 Redmond Channel Partners 176.50 168.00 5.06 12 EDN 415.49 423.22 -1.83 13 CIO 265.33 257.08 3.21 13 Vision Systems Design 167.57 176.11 -4.85 14 Internet Retailer 247.60 240.16 3.09 14 Printed Circuit Design & Fab. 252.14 268.67 -6.15 15 IBM Systems 147.57 143.48 2.84

16 Business Solutions 276.99 270.95 2.23 15 ECN 308.58 338.80 -8.92

17 Consumer Goods Tech. 77.50 79.00 -1.90 16 Embedded Systems 109.49 120.83 -9.38

18 Desktop Engineering 128.85 132.98 -3.11 17 Electronic Products 511.87 571.09 -10.37

19 Information Management 42.33 47.00 -9.94 18 Microwave Journal 1,091.60 1,219.76 -10.51

20 eWeek 204.00 232.88 -12.40 19 Residential Systems 268.78 304.43 -11.71

21 Computerworld 304.75 348.33 -12.51 20 Test & Measurement 166.91 192.21 -13.16

22 Network World 251.93 288.11 -12.55 21 Photonics Spectra 322.23 380.53 -15.32

23 Circuit Cellar 252.89 293.38 -13.80 22 High Frequency Elec. 373.69 499.83 -25.23 24 PC World 338.56 401.94 -15.77

25 CRN 293.33 350.70 -16.36 Telecommunications Ad pages 26 CE Pro 526.71 641.84 -17.94

27 InformationWeek 438.16 550.41 -20.39 Rank Publication YTD ’11 YTD ’10 Chg

28 System iNews 206.11 265.84 -22.47 1 OSP Magazine 231.63 189.56 22.19%

29 Vertical Systems 128.83 169.07 -23.79 2 Mission Critical Comm. 360.13 376.23 -4.28 30 Redmond 199.17 262.67 -24.17 3 Urgent Communications 213.54 225.11 -5.14 31 Game Developer 119.50 158.00 -24.37 4 Public Safety Comm. 198.39 225.93 -12.19 32 Linux Journal 134.87 184.99 -27.09

33 Baseline 36.73 56.42 -34.88 5 Wireless Week 37.91 57.50 -34.05

34 SQL Server Magazine 75.41 123.08 -38.73 6 Via Satellite 158.51 242.01 -34.50

Source: Powered by data from IMS-The Auditor, Toronto, September 2011

mediabusinessonline.com | November 2011 | Media Business | 31 Benchmarks

PUBLISHING MARKETS

October 2011

Ad pages Ad revenue (in millions of $)

No. of Rank Market magazines YTD ’11 YTD ’10 Chg YTD ’11 YTD ’10 Chg 1 Motor Trucks & Accessories 25 16,475 14,927 10% $85.60 $82.10 4% 2 Engineering & Construction 47 11,834 13,966 -15 59.90 61.50 -3 3 Financial 40 8,534 9,530 -10 116.00 124.00 -7 BENCHMARKS 4 Radio, TV & Video 28 8,411 8,929 -6 76.80 78.90 -3 5 Automotive 28 8,361 9,318 -10 67.00 74.00 -9 6 Electronic Engineering 28 8,299 9,700 -14 80.50 93.00 -14 7 Travel, Business Conventions & Meetings 34 8,221 8,674 -5 89.40 90.80 -2 8 Pharmaceutics & Pharmacology 33 8,070 8,891 -9 62.20 69.30 -10 9 Dental 24 7,594 7,622 0 75.50 73.80 2 10 Computers 39 7,462 8,614 -13 159.00 178.00 -10 11 Advertising & Marketing 31 6,907 8,786 -21 62.70 76.30 -18 12 Grocery 15 6,299 6,480 -3 66.40 70.70 -6 13 AC/Heating/Plumbing/Refrigeration 15 6,113 6,810 -10 48.30 53.10 -9 14 Multispecialty & Primary Care 12 6,088 6,617 -8 70.90 72.90 -3 15 Building 24 5,926 6,521 -9 61.30 62.80 -2 16 Food—Processing & Distribution 17 5,912 6,749 -12 31.90 36.40 -12 17 Banking 25 5,657 6,106 -7 29.40 32.90 -11 18 Architecture 17 5,587 5,820 -4 42.60 41.70 2 19 Metal, Metalworking & Machinery 16 5,378 5,555 -3 29.50 30.60 -3 20 Insurance 20 5,050 5,946 -15 36.10 40.50 -11 21 Beauty & Hairdressing 11 4,998 5,017 0 33.00 29.90 10 22 Petroleum & Oil 15 4,790 5,014 -4 40.40 41.00 -1 23 Aviation & Aerospace 26 4,776 5,714 -16 43.70 53.20 -18 24 Landscape, Garden Supplies 16 4,693 5,352 -12 26.60 31.00 -14 25 Product Design Engineering 14 4,690 4,723 -1 40.90 41.40 -1 26 Security 12 4,566 4,950 -8 26.60 27.10 -2 27 Water Supply & Sewage Disposal 15 4,542 5,085 -11 23.10 25.70 -10 28 Science, Research & Development 18 4,541 5,489 -17 36.30 43.80 -17 29 Optometry & General Eye Care 10 4,499 3,891 16 32.00 13.10 145 30 Business 16 4,291 4,843 -11 224.00 182.00 23 31 Motion, Talk, Sound, Commercial Pictures, etc. 12 3,901 4,600 -15 44.30 41.90 6 32 Educational 19 3,760 4,272 -12 25.60 29.40 -13 33 Healthcare Business Management 16 3,545 3,979 -11 29.20 31.70 -8 34 Restaurants & Foodservice 11 3,307 3,755 -12 32.70 41.70 -22 35 Transportation, Logistics & Distribution 10 3,101 3,009 3 20.40 19.30 5 36 School Administration 16 3,094 3,300 -6 24.50 26.80 -9 37 Ophthalmology 12 2,966 3,519 -16 12.20 14.20 -14 38 Military/Naval 14 2,960 3,650 -19 24.70 30.00 -18 39 Electrical 13 2,905 3,001 -3 26.40 26.70 -1 40 Legal 12 2,649 3,038 -13 26.30 29.70 -12 41 Police, Law Enforcement & Penology 13 2,638 3,379 -22 9.70 12.20 -21 42 Hotels, Motels, Clubs & Resorts 10 2,580 2,845 -9 25.10 24.40 3 43 Government (Local, State & Federal) 14 2,567 2,930 -12 35.10 42.10 -17 44 Veterinary 9 2,428 2,515 -3 21.20 19.10 11 45 Printing & Printing Processes 10 2,052 2,761 -26 13.80 19.30 -28 46 Physical, Occupational & Other Therapy 9 2,011 2,314 -13 7.00 7.40 -6 47 Human Resources 9 1,956 2,189 -11 21.20 22.50 -6 48 Building Management & Real Estate 10 1,912 1,952 -2 18.70 19.20 -3 49 Biotechnology 9 1,823 2,258 -19 14.20 17.60 -19 50 Sales Management 9 1,566 2,159 -27 8.00 12.40 -35 51 Pediatric Medicine 10 1,344 2,183 -38 6.10 9.90 -39 52 Nursing 11 1,097 1,223 -10 8.80 9.40 -7 Source: Inquiry Management Systems (IMS)—Magazine Health Watch, October 2011 Note: All data presented in the table above include revenue data

32 | Media Business | November 2011 | mediabusinessonline.com BENCHMARKS | 33 Media Business Average number of | November 2011 | Average number of advertisers per issue per advertiser insertions mediabusinessonline.com 274435 335 500 -18 -13 1,473 1,541 2,027 1,787 -27 -14 14.61 14.07 21.83 14.56 -33 -3 4.90 2.52 6.51 2.44 -25 3 437676490 495726 792461 -12611 545 -15 758 496 -10 3,850 766 4,992 -4 -7 -20 4,558 2,537 6,785 2,606 -16 1,685 2,947 2,186 -26 2,811 27.91 -14 2,205 2,885 26.65 -7 25.92 -24 24.15 -24 29.38 25.16 8 23.29 28.49 -9 23.03 24.72 31.37 4 5.55 28.04 3.03 2 -9 -18 5.08 3.99 3.48 2.63 3.95 9 2.56 -13 4.01 2.57 4.55 -1 2.81 -13 2 -9 408805793892 465885 856782 799 -12725 943 1,008 -6 -1 872 3,497 -12 -5 731 3,806 -10 4,147 4,337 -1 4,698 3,901 4,594 3,994 -19 4,325 5,934 4,511 2,970 -17 4,512 -4 24.11 -21 -14 3,390 14.37 -11 25.69 30.58 30.68 22.64 -12 16.66 -6 30.36 28.58 -14 34.84 22.50 19.90 31.96 -12 7 7.27 1 19.53 3.67 -5 7.56 2.98 3.66 2 2.97 4.26 3.30 -4 -14 3.35 3.75 3.22 3.54 -11 3.26 -2 -8 4.00 1 -12 548 553705868 -1990 799 4,914 788 1,056 -12 10 4,228 -6 4,437 16 3,443 4,441 5,118 48.90 3,213 4,841 -13 41.84 7 -8 33.74 17 42.49 26.44 34.45 8.21 37.61 25.58 -2 7.03 13 3 4.69 17 3.57 3.12 4.70 3.81 3.12 0 -6 0 817 902 -9 6,737 7,145 -6 44.33 43.80 1 5.58 5.48 2 926 1,017932746 -9 1,072 794 -13 10,212 -6 11,685 6,446 -13 5,876 8,155 15.33 6,364 -21 15.22 -8 21.04 1 22.35 57.45 6.10 -6 52.81 6.00 9 5.41 2 6.70 5.54 -2 6.31 6 961 1,077 -11 6,072 6,714 -10 32.56 31.96 2 6.33 6.14 3 1,174 1,353 -13 5,398 6,614 -18 26.47 27.89 -5 1.71 1.71 0 1,8421,7231,371 1,993 1,812 1,520 -8 -5 -10 6,218 5,522 5,355 7,434 6,371 6,013 -16 -13 -11 26.90 20.55 22.29 27.22 20.84 22.10 -1 -1 1 2.11 2.18 2.58 2.30 2.35 2.61 -8 -7 -1 1,6402,026 1,7901,741 2,284 -8 1,943 -11 -10 11,380 7,744 13,268 5,834 9,613 -14 6,768 -19 35.21 -14 27.52 36.06 23.19 28.89 -2 23.17 -5 2.77 0 2.24 2.84 2.46 2.40 -2 2.49 -7 -1 1,3741,334 1,651 1,407 -17 -5 9,442 8,512 11,155 8,766 -15 -3 38.79 38.44 39.94 35.51 -3 8 3.41 3.51 3.24 3.35 5 5 1,7021,454 1,682 1,547 1 -6 7,351 6,960 7,763 8,312 -5 -16 32.58 21.91 31.14 20.78 5 5 2.81 3.28 2.98 3.69 -11 -6 1,3971,886 1,5561,913 2,018 -10 2,000 -7 8,739 -4 10,903 10,175 9,550 12,045 -14 10,366 -9 40.22 -8 40.17 49.01 42.35 47.32 0 38.31 4 4.23 11 2.96 4.33 2.81 -2 2.88 2.77 3 1 1,2161,906 1,308 1,863 -7 2 8,757 8,588 9,729 9,719 -10 -12 37.74 33.48 37.41 34.14 1 -2 5.02 3.11 5.20 3.50 -3 -11 1,1331,6772,946 1,1791,912 1,893 3,075 -4 1,804 -11 -4 9,365 6 8,764 10,968 10,808 10,254 8,930 13,779 -13 -15 9,297 -20 37.04 21.75 -4 26.26 33.43 21.37 24.47 40.38 11 2 37.89 7 6.70 4.45 7 2.34 6.46 4.55 3.29 2.85 4 -2 -18 3.59 -8 2,3901,8182,635 2,5841,769 2,046 2,766 -8 1,930 -11 -5 15,608 -8 13,008 9,286 17,471 14,811 8,116 -11 10,113 -12 9,064 -8 31.79 35.31 -10 32.13 35.13 37.02 31.52 -1 32.73 -5 30.87 7 3.49 4.56 2 3.60 3.12 4.74 4.56 -3 -4 3.13 4.60 -1 -1 3,4931,8111,690 4,512 1,958 1,809 -23 -8 -7 21,042 11,838 11,796 26,059 13,671 -19 13,062 -13 -10 33.52 23.19 31.74 24.96 23.02 23.49 6 1 6 3.38 4.71 4.97 3.09 4.86 4.93 9 -3 1 1,698 1,666 2% 19,912 18,940 5% 64.35 53.69 20% 9.70 8.96 8% Total number of advertisers Total number of ad insertions YTD ’11 YTD ’10 Chg YTD ’11 YTD ’10 Chg YTD ’11 YTD ’10 Chg YTD ’11 YTD ’10 Chg e data based on 2011 rates, if available. Only markets with nine or more titles are included. Endnote By Jim Casella Building a global information services company

hen I left Reed Business Information in sidelined. We also believed that the financial markets would re- January 2007, I had a plan. I wanted to cover and, when they did, we would be well-positioned. build an integrated professional infor- Our first acquisition was Asset International, a deal that mation services company with a strong, closed in December 2008. We found the company’s brands, single-market focus. I believed the capa- Plan Sponsor and Plan Adviser, to be demographically attrac- Wbility to create deeper and richer business intelligence and an- tive with their focus on the retirement part of the market. We alytics—combined with marketing services opportunities— also saw the opportunity to move much more quickly on the made a single-market focus a more attractive option than a digital front with additional capital. media company serving a variety of unrelated markets. While Asset International was headquartered in Stamford, At the start, I met with many private equity teams to de- Conn., one of the company’s core brands, Global Custodian, termine which one would be the best fit. I understood that se- was based in London. This was important, because we wanted curing the capital commitment from a private equity fund to build our platform around the two large global money centers: was just the first step in a process that would be at least a five- New York and London. Having a global platform was impor- year commitment. You need to choose your partner carefully tant to me, and I think it should be increasingly important to to ensure a successful outcome. many more b-to-b media brands. It takes capital; but, based In this selection process I looked for a It was clear that on my years at IDG, I knew that “geo- track record of success from a private eq- cloning” brands was the right approach. uity partner. I also checked references, be- we were looking to After all, IDG’s Computerworld thrives in cause you know the private equity funds place a contrary scores of countries. will be doing the same on you. In the end I bet. We knew that While first quarter 2009 was one of decided to partner with Austin Ventures’ the worst periods in recent memory, we Growth Equity team. In talking with the some of the great set about building our company for the CEOs of Austin Ventures’ existing portfo- fortunes were built long term. Later that spring, we completed lio companies, I found they were very pos- during difficult the acquisition of The Trade. Based in itive. I also thought it was attractive that London, The Trade had a focus on Europe Austin Ventures did not overleverage its times. and the Asia/Pacific region. For Asset deals; this fact would allow me to sleep at night! International, we always wanted a balance between market- In March 2007, Austin Ventures and I established a hold- ing vehicles and data and analytics products. In spring 2009 ing company, Case Interactive Media; opened an office; and we began the acquisition process for Strategic Insight, a com- began the search for a platform company. We looked at po- pany that provides the mutual fund industry with business tential acqusitions in the energy, healthcare, information intelligence analytics and advisory services. We opened a technology, institutional finance and legal, and marketing London office, followed by one in Hong Kong. We expanded services sectors. Strategic Insight’s global footprint with the acquisition of We built market maps for each vertical and then talked with Plan for Life in Australia early this year. Today, more than investment bankers to determine what companies might be 50% of our business is data and analytics. coming to market. In early spring 2008, we narrowed our focus Overall, our revenue has more than doubled in the past to institutional finance and legal. Unfortunately, this was just two years, and we are preparing to launch Philanthropy Man- about the time that Bear Stearns was having severe trouble. The agement early in 2012 with a team based both in London and crisis accelerated over the summer with the collapse of Lehman New York. Additionally, we will also be bringing The Trade Brothers, and the credit markets went into a deep freeze. to the U.S. market in 2012. It was clear that we were looking to place a contrary bet. We knew that some of the great fortunes were built during difficult Jim Casella is chairman-CEO of Asset International. He can times, when someone with cash could buy while others were be reached at [email protected].

34 | Media Business | November 2011 | mediabusinessonline.com It is a historical fact of the new media economy that advertising that once sold for dollars in print now sells for pennies on the dollar in digital. As a result, media companies have expanded their portfolio into marketing services – but are we meeting marketers needs?

BtoB’s latest research study – Marketing Services: What Marketers Want from their Media Partners – explores the fundamental issues confronting media executives, such as: • What is the #1 reason to switch from a traditional agency to a media company for marketing services? • What is the single biggest opportunity in a metric that media companies can use to appeal to marketers? • Do marketers consider media companies appropriate to providing marketing services? • What are the top three most requested marketing services from a media partner? • How do marketers evaluate the effectiveness of using a media partner for marketing services?

Now available for purchase online. Based 280 interviews. Includes over 75 charts and graphs that explore how to open up new revenue streams based on marketing services.

If you want to grow your marketing services business to the next level, learn more about this important new research at: www.btobonline.com/intelligencecenter A PERFECT BALANCE MONETIZING CONTENT, AWARDS AND BRAND.

Finding the perfect balance to monetize including content, awards and brand. Start your publishing assets is what sets Wright’s today with a no-obligation consultation and Media apart. We develop creative solutions review by calling 877.652.5295 or visiting to monetize your entire range of products our website at balance.wrightsmedia.com.

Scan the QR Code with your Smart Phone for more information.

Find out more at balance.wrightsmedia.com

LICENSING CUSTOM REPRINTS SECURE EPRINTS RIGHTS & PERMISSIONS INTEGRATED MARKETING