E-News : June 26, 2006
News of the Week
Why we do the things we do
As the prevalence of integrated media continues to increase in the b-to-b marketplace, American Business Media will commission a Media Consumption Survey designed to help media companies better understand the consumption patterns of the b-to-b audience.
ABM's very first piece of editorial driven research, this survey will focus on understanding the most important types of information that the business audience wants/needs to receive, how the audience currently receives this information, why an audience may turn to certain media, the value of each particular media source, the types of important information the audience is currently not receiving, and how the audience would improve the media they currently use.
Covering respondents in the 21 BIN category silos, the Media Consumption Survey will provide data media companies can use to enhance the overall effectiveness and loyalty generating capabilities of editorial products. Results are expected in early fall - look for updates in upcoming issues of ABM's e-news.
Custom Media Book Deadline Extended
American Business Media's Custom Media Committee wants your case histories for inclusion in the upcoming Custom Media Book.
Designed to provide essential guidelines for custom media development, this book will promote the value of custom media to business and professional markets, set standards and develop business models for business-to-business custom media operations, and act as an essential support tool for custom media sales, marketing and research efforts.
Help keep custom media at the forefront of b-to-b - Submit your case histories to Steve Ennen by this Friday, June 30.
ABM Congratulates Debbie Humphreys
Debbie Humphreys, American Business Media manager of member information and services, celebrates her 25th anniversary with the Association this Thursday, June 29.
Often referred to by Gordon T. Hughes II, ABM president & CEO, as the Association's "institutional memory," Humphreys has been a bastion of membership information and crucial component in the execution of countless events and professional development activities throughout her tenure. ABM both congratulates and thanks her for her many valuable years of service.
News on Print
And the Harris study results are in…
The positive feelings that marketers and end-users have toward business media – especially business-to-business magazines, business-to-business Web sites and events – is well-deserved, according to the groundbreaking research presented by American Business Media at the offices of Bloomberg LP last week.
A crowd of over 80 key business-to-business players were among the first to hear the remarkable results of American Business Media's new Harris Study on the end-user mindset (readers, event attendees, and online participants), and the numbers confirm that industry leaders overwhelmingly turn to b-to-b media for information on products and services.
“ABM at the foundation was set up to find a platform for relatively honest comparison for the media that was out there,” said Hugh Roome, president of Scholastic International, and event master of ceremonies. "Knowing more about what influences executives to make a decision is a critical part of that platform.”
And one hundred years after ABM was founded, business media is still influencing executive decision-makers. The Harris study, which surveyed 588 respondents across 21 BINs or industry categories, showed that across the board - in magazines, Web sites, and trade shows — b-to-b media is where industry leaders look when researching a product or service.
• B-to-b magazines are seen as the most trustworthy source of information, and were mentioned as the single most reliable source
And, according to Regina Corso, research director of Harris Interactive, who presented the results, end-users are “not just passively accepting that information either - they are engaged and involved.”
• In fact, 57% of respondents said an ad in a b-to-b magazine lead them to make a purchase of a product.
While each form of b-to-b media has proved effective at generating sales, executives recognize the connection between seeing an advertisement in multiple b-to-b media and having a brand be more top-of-mind. And, most importantly,
• A large majority, 88%, say b-to-b media should be a part of an integrated sales initiative.
The findings of the Harris study confirm the incredible value marketers already recognize in b-to-b media. In the latter part of 2005, ABM commissioned Forrester Research to study the mindsets of marketers in the business media arena through the “Digital Marketing Shift.”
“The study shows that a major shift to digital media has already occurred, with half of the respondents indicating that they were already doing online marketing,” emphasized presenter Amy Doherty, director of research for the business technology group at CMP Technology.
“The fact that the opinions of end-users and buyers of business media agree so thoroughly on the strength of all of the b-to-b media platforms is important not only to illustrate the power of our industry,” said Gordon T. Hughes II, president and CEO of American Business Media, “but it also speaks to the fact that print, digital platforms and face-to-face events complement each other when it comes to brand image and lead generation. The fact that our media platforms generate such trust among both groups surveyed is a heartening tribute to the integrity of business media.”
The full Harris Interactive and Forrester studies are available in their entirety on the American Business Media Web site. To directly access the new Harris Study, click here. For Forrester, click here.
CEBA Awards recognize Digital Media
The Creative Excellence in Business Advertising (CEBA) Awards include a category specifically tailored to digital advertising campaigns. For the digital category, any business-to-business advertising (e.g., banners, electronic catalogs and electronic- sponsored areas) that has been featured in an ABM member-sponsored Web site or CD-ROM may be entered. A Web site on its own does not qualify; a banner or any other type of ad on a Web site does.
The 2006 CEBA Awards Call for Entries is now available online via the CEBA micro-site - visit www.CEBA-Awards.com to download your copy today and find out which of your digital advertisers could win $25,000 and the Grand CEBA Award this September.
Judges for the event include Nader Ashway, president & creative director, The Ashway Group; Mark DiMassimo, creative director, DiMassimo; Lynn Giordano, chief creative director, Gotham, Inc.; Judy Hu, global executive director of advertising and branding, GE; George Lois, chairman & creative director, Good Karma Advertising; Michael Prieve, chief creative officer, Doremus; Gary Slack, chairman & chief experience officer, Slack Barshinger; and Susie Townsend, author and former advertising executive, Foote Cone & Belding.
Honoring outstanding achievement in business-to-business advertising (which includes publications, Web sites, digital media campaigns and events), the CEBAs draw thousands of entries and enhance relationships among advertisers, agencies and publishers. Join us and be a part of this industry shaping event on Thursday, September 20, 2006 at the Allen Room in Frederick P. Rose Hall, Home of Jazz at Lincoln Center, Broadway at 60th Street in New York City - click here to access the CEBA Awards online.
The 11th Annual CEBA Award early-bird entry deadline is July 10, 2006. All entries must be received by the final deadline of July 28, 2006.
Rich Data Spotlight
Rich Data Commitment Available Online
American Business Media's newly published rich data guidebook, "The Rich Data Commitment," is now available for sale online. First published in 2004 as “The Rich Data Opportunity,” this definitive guide to fee-based business intelligence provides the building blocks for rich data development, offering tips for data personalization, transaction processing, and highlights the successful campaigns of Congressional Quarterly Inc., The Deal LLC, Chain Store Guide, Chrome Systems and Real Estate Media.
Since American Business Media published the initial “Rich Data Opportunity” in 2004, business media pioneers in rich data have expanded their offerings, and a much larger number of companies have begun the process of looking in the fee-based business intelligence, or "rich data," direction for platforms to provide new revenue streams. In an effort to help these b-to-b information providers navigate the increasingly lucrative Rich Data road, ABM has prepared this revised guidebook, "The Rich Data Commitment," which made its debut this June during the Rich Data Opportunity professional development seminar.
While there is no single way to get started, get connected, or get rich in this emerging arena, there is a kind of protocol that publishers can follow. The Rich Data Commitment, sponsored by The Jordan, Edmiston Group, Inc. and Morgan, Lewis & Bockius LLP, offers an outline of the essential building blocks essential in any publisher's rich data development. Get your copy today via ABM's online store.
ABM Event Report
Littleford Entry Deadline Approaches
In 2005, Grand Littleford recipient Micato Safaris (nominated by Northstar's Travel Weekly) exemplified the power a company has to make a difference in the global community. By creating America Share, a non-profit foundation assisting in the education and housing of young Africans devastated by the AIDS pandemic, Micato helped place orphans in reputable boarding schools near Nairobi, Kenya.
Are other companies like Micato Safaris out there? Have you covered them? Help us recognize outstanding examples of corporate community service covered by the business media by entering the 2006 William D. Littleford Awards. The deadline is approaching fast; entries are due by July 7, 2006.
The Littleford Awards were named after and established by William D. Littleford, the chairman emeritus of BPI Communications Inc. (now part of VNU Business Media), who was intent on helping those in need and worked to recognize, through media, those who made extraordinary efforts in their community.
The award is for community service rather than for journalism, but one of its goals is to encourage the business press to cover corporate charitable activities. Therefore, submissions must include at least one print or online article, or other editorial element, about the nominee’s community service, published by the nominating publication or Web site. Articles need not be entirely focused on the nominated organization; brief stories and sidebars are acceptable. They will be used as supporting material when choosing the honorees; however, awards will go to those programs that best reflect the Littleford Awards’ goals, not the most impressive editorial pieces.
This year's Littleford Award celebration will be held Tuesday, August 15 at New York's Union League Club - click here to access the Call for Entries, and help give a worthy charitable organization the recognition it deserves.
2006 William D. Littleford Award entries must be postmarked by midnight, July 7, 2006. Hand-delivered entries will be accepted in the ABM offices until 5:00 pm on that date. For clarification on any rules, please contact Debbie Humphreys.
Marketing & Media Buying
Media Promotions Committee launches inaugural Media Kit Awards
On June 20, the Media Promotions Committee gathered judges at the offices of American Business Media to begin the selection process for the first ABM Media Kit Awards to honor publishing industry marketing teams.
Often the first point of contact with a potential media buyer, a media kit is the catalyst for dialogue between marketers and business information brands, and articulates the benefits of advertising.
Award judges, from a variety of disciplines, included Cheryl Richter, Media Promotions Committee chair and group marketing director for Prism Business Media; Sonya Ruff Jarvis, director of marketing for Reed Business Information; R.J. Palermo, event director at Reed Exhibitions; Mike Hubert, creative director for Ascend Media; Mariza Moreira, art director at VNU Business Publications; Peggy Garner, director of marketing communications at KnowledgeBase Marketing, Inc; and David Orgel, editor-in-chief of Fairchild Publications' Supermarket News.
Pouring over kits from several dozen business media companies, judges evaluated entries on overall design, copywriting, ease of understanding, and most importantly, how the media kit relates the publications’ overall strategic goals to the target audience. Each media kit was evaluated a minimum of four times.
Winners will be announced in the coming weeks. For more information on the Media Kit Awards or the Media Promotions Committee, contact Ken Charney.
History of B-to-B
This Week in History
As part of our Centennial Celebration, ABM will be showcasing member companies through "This Week in History," a date-specific outreach initiative spotlighting key moments of b-to-b history. For more information, or to submit materials for inclusion in ABM's 100 year initiative, contact Gail Hoffer.
June 1896: Billboard Advertising adds a fair department that reports on carnival and fair attractions.
June 1908: Boardman and E. A. Simmons purchase The Railway Age for $265,000, establishing the Simmons-Boardman Publishing Corporation. The surviving magazine is known as The Railroad Age Gazette; it becomes Railway Age in January 1918.
June 1959: EW Williams introduces Quick Frozen Foods International. In 1962, the publication earns the John F. Kennedy Export Award for contributing to the balance of payments for the United States.
June 2003: Dana Chase Jr. becomes the 4th recipient of Lifetime Achievement Award from the American Society of Business Publication Editors (ASBPE).
Top Media Moves
Incisive Media has purchased the AVCJ Group Limited. The Jordan, Edmiston Group, Inc. represented AVCJ in this transaction.
Berkery, Noyes & Co., LLC represented English Language and Instruction System, Inc. in its sale to Pearson Digital Learning.
VNU Business Publications has launched VNU On Air, an Internet broadcasting service.
Google plans to launch a cost-per-acquisition network, where merchants would need to pay only when users perform a specific action. The company has also reached an agreement with Adobe to distribute the Google toolbar with several Adobe products.
Microsoft has launched a Web site that will provide additional tools to search advertisers for managing online campaigns.
ALM and BPA Worldwide announce plans for a network audit of ALM newspapers.
Dow Jones Online has promoted sales executives Brian Quinn, Rich Knopke, Ed Diller and Dana Berger to vice president of advertising, Eastern region manager of advertising, sales development manager of Wall Street Journal Online and executive director of advertising, respectively.
MedTech Publishing Company launches Healthcare Finance News.
George Kang joins Primedia as automotive digital network vice president and general manager.
The following is a list of upcoming ABM Committee and Council meetings. For more information, contact Mark Flythe. All meetings are at ABM offices in New York unless otherwise noted.
Committee/Council Date/Time (EST)
Strategic Finance & Operations Committee Wednesday, June 28 10:30 am
BPEF Board Wednesday, July 5 10:00 am (Lebhar-Friedman)
The Publishers Committee Monday, July 10 3:00 pm
Business Development Committee Thursday, July 13 TBA (Chicago)
The Executive Committee Monday, July 24 11:00 am
The Digital Media Council Tuesday, August 8 10:30 am