Business Media Matters : March 2010
ANA, ABM, Booz & Company Join Forces to Conduct Major B-to-B Research Study
Study will provide critical information to both marketers and media companies
The ANA (Association of National Advertisers), American Business Media (ABM) and Booz & Company have joined forces to conduct a major business-to-business research study. The study’s objective is to determine what sets marketing leaders apart across industry sectors, based on their marketing objectives, their spend priorities and the focus of their capability-building efforts.
The “B-to-B Marketing Leadership Study” will address key gaps that marketers must address in order to enhance performance; evaluate the role of integrated marketing campaigns as part of a broader marketing mix; and identify roles that b-to-b media companies can play to support marketers’ efforts.
“B-to-b marketers have unique challenges,” said Bob Liodice, President & CEO, ANA. “The ANA is committed to help address these requirements with fresh insights about b-to-b marketing leaders and how they can effectively operate in today’s changing environment. This study should be a leap forward for the industry profession.”
“ABM is delighted to take a leadership role in this important industry study,” added ABM President & CEO Gordon T. Hughes, II. “We believe that it will provide our members with important new insights that will enable them to deliver new products and services to better serve marketers’ needs.”
The study will be fielded during the second quarter of 2010, with results delivered to the ANA and ABM memberships in the third quarter. ANA members will benefit from the study’s insights into spending priorities, capability assessments of b-to-b marketers, and the definition of best practices. The study will provide for ABM members critical insights into advertiser priorities for marketing solutions they can provide to increase service levels and build new revenue streams.
ABM’s 2010 Annual Conference to Feature
Keynote by HP CMO Michael Mendenhall
Register now … Discounted early bird rates end THIS FRIDAY!
This May 2-5, ABM’s 2010 Annual Conference is headed to Charleston, South Carolina, and the agenda is packed with the ideas and strategies necessary to boost your revenues and profits. You’ll have a unique opportunity to learn straight from industry leaders and visionaries about how to execute and capitalize on the next generation of b-to-b media and information services.
On Tuesday, May 4, Michael Mendenhall, CMO of HP, will kick off the morning with a keynote address, discussing how marketers and b-to-b media companies can align their appropriate skill sets, build relationships and work together to grow both brands.
Michael currently directs all aspects of HP’s corporate marketing operations globally, overseeing brand strategy, internal and external communications, digital strategy, global citizenship, integrated design, customer intelligence, services and operations, and hp.com.
Other sessions include:
- an Agency/Client/Media Panel, exploring how a consultative approach can sell an integrated media package,
- a Visionary Panel, highlighting creative new money-making approaches for today as well as innovative revenue growth opportunities for 2012, and
- a Marketing Services Panel, during which three industry leaders will discuss how they’re making money by working with clients on developing marketing campaigns and Web sites.
Click here to view the full conference agenda or to register.
Early bird registration rates start at $1,375 per person, and end this Friday, April 2. Register now to reserve your seat and take advantage of our special room rate at the Charleston Place Hotel, for just $199/night. To book your room, call the hotel directly at (888) 635-2350 and mention ABM’s Annual Conference to receive the reduced rate.
Business Magazines Show Improvement in 2nd Half vs. 1st Half 2009
4th quarter also shows improvement over 3rd quarter
Total magazine revenues for 2009 declined 24.0% versus one year ago, while pages declined 28.6%. Despite the overall decline, there was a slight improvement in both page and revenue data in the second half of the year.
| Pages | Revenue | |
| 1st Half 2009 | - 29.8% | - 25.9% |
| 2nd Half 2009 | - 28.2% | - 24.0% |
Pages |
Revenue |
|
| Q3 2009 | - 30.5% | - 26.3% |
| Q4 2009 | - 25.8% | - 21.8% |
ABM’s Business Information Network (BIN) examines 21 markets comprised of all business-to-business books tracked by IMS/The Auditor, and PERQ/HCI for healthcare figures. The data, by category, is available here.
The BIN categories are:
Architecture, Design, Lighting
Automotive
Aviation, Aerospace & Military
Banking, Financial, Insurance
Building, Engineering, Construction
Business, Advertising & Marketing
Computing, Software, Telecom
Electronic Engineering
Government (Local, State, Federal)
Healthcare**
MFG, Processing
Miscellaneous*
Movies, Radio, TV & Video
Pharmaceuticals
Professional Services
Resources, Environment, Utilities
Restaurants, Foodservice, Lodging Gaming
Retail, Services
Science, Research & Development
Transportation, Logistics
Travel, Conventions & Meetings
*Miscellaneous includes Arts, Coin Operated & Vending Machine, Security and Classified pages across all categories.
**Supplied by PERQ/HCI
DuPont, High Plains Journal Go “All Aboard”
with Integrated Campaign for Wheat Harvest Tour
New case study added to ABM’s series
ABM continues to expand its online series of case studies, showcasing the strategies b-to-b media companies are utilizing to confront the challenges of the current environment and produce innovative new products, services and campaigns. The newly-categorized series now includes case studies on custom media, events, integrated media, marketing and print.
The latest addition features DuPont and High Plains Journal’s integrated campaign for the 2009 wheat harvest tour.
OBJECTIVE
Custom harvesting is a unique part of the wheat industry that few were able to experience until DuPont Crop Protection teamed up with High Plains Journal for an extensive integrated media campaign to bring the realities of life on the road for harvesting teams to online followers.
The overall objective of the tour was to make wheat harvesting more interesting and relevant to multiple audiences, while enhancing and expanding High Plains Journal’s coverage of the wheat harvest. As a partner with High Plains Journal in this exciting venture, DuPont sought to reinforce its collaboration with customers and build greater awareness for its wheat products and services.
STRATEGY
The strategy behind the multimedia campaign was to generate interest in the harvest by driving audiences across the United States to the All Aboard 2009 Wheat Tour blog. The blog featured daily posts from the tour correspondents on the road with personal stories about life on the tour, weather and harvest reports, photos, video and more. Audiences across the country were able to interact with the wheat harvest in real time through the tour web site, social media (Twitter and Facebook) and High Plains Journal online. Each interaction with the tour blog allowed followers to learn more about DuPont Crop Protection products and programs that help wheat growers weather uncertain conditions.
To create excitement about the blog, DuPont and High Plains Journal initiated direct outreach to wheat associations and DuPont retailers throughout the wheat corridor and used media relations, advertising, e-newsletters, e-mail alerts, trade association publications and social media engagement to spread the word.
RESULTS
Interest in the All Aboard 2009 Wheat Tour was high and the audience was actively engaged. This integrated combination of tactics produced results that included more than 50 interviews and articles, more than 20 radio interviews, more than 30 print and online stories in agricultural and other wheat industry media, more than 133,000 visits to the tour blog (with 693,000 page views), nearly 1,000 followers of the tour’s Twitter posts and Facebook page, and 260% more traffic on the DuPont Crop Protection Web site compared with the same period in 2008. In total, the value of all impressions made by the wheat tour and related promotions represented nearly $13.5 for every dollar spent on the sponsorship.
ABM Members Tout the Power of B-to-B Media
CLB Media. Cygnus Business Media. Meister Media Worldwide. Vicon Publishing.
These companies are on the growing list of ABM members utilizing the Association’s new ad to promote the power of business media to their audiences … Are you?
ABM’s new ad captures a significant finding from BtoB magazine’s recent survey of 376 business-to-business marketers: Almost 40% said they plan to increase their b-to-b media spending this year. 73% of them indicated an online marketing budget increase; 35% said they’d increase spending on events; and 20% planned to increase their print budgets.
Click here to download a PDF version of the ad, or contact Kate Patton to request any of the various print or electronic banner ad formats (120x600, 300x250, 468x60, 728x90) for your magazine or Web site. Feel free to customize the ad with your logo to make it better resonate with your audiences. A version promoting the power of ag media is available as well.
Have YOU Taken Advantage of the New ABM Vital Guide?
Free weekly e-newsletter focuses on digital b-to-b media trends
Through a recent partnership with Vital Business Media’s eMedia Vitals, ABM is proud to deliver the ABM Vital Guide, a free weekly e-newsletter containing high-quality, actionable content on the hottest digital media trends affecting the b-to-b industry.
Each week, the ABM Vital Guide tackles one specific digital media trend or product with the potential to dramatically influence members’ digital revenues. Previous editions have thoroughly covered such issues as:
- Database marketing
- Web analytics
- Audience development
- Sales force management
- and more!
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