FOLIO: Show Daily | September 24, 2008 - (Page 1) FOLIO: SHOW DAILY | SEPTEMBER 24, 2008 SHOW 08 ISSUE TWO MARKETING 2.0: Photo courtesy of Erich Camping L RISE OF THE “GEEK MARKETER” ike other facets of business right now, marketing is undergoing a period of change. According to David Churbuck, president of global Web marketing for laptop maker Lenovo, the key to building and maintaining your brand is to learn and understand evolving technology. “This is Geek Marketing,” Churbuck said during Tuesday’s luncheon keynote presentation. Before joining Lenovo—a company that did $17 billion in revenue during fiscal 2008—Churbuck founded Forbes.com in the 1990s and later spent several years at IDG’s CIO. “Where is digital headed? The CPM model is tired. We need a new model. We need it desperately.” A “geek marketer,” Churbuck said, is someone who has been cross-trained in marketing and technology. Having this versatility is essential especially since chief marketing officers today “last only about 18 months.” “Brand is what people say about you,” Churbuck said. “I spend a huge amount of continued on page 4 FOLIO: SHOW “Competition— it’s a great thing.” - Keith Hammerbeck, Advanstar’s corporate director of media operations, on the benefits of having four to six different print companies fight for your business. OVERHEARD AT THE “Remember your polar bear moment.” - Publishing consultant Claudia Smukler on the moment when magazines make the decision to go green. BEST LIFE BOOSTS RATE BASE E conomic trends may be putting downward pressure on marketing spending, but some magazines are doing well enough to keep advertisers in the fold by raising circ levels. Rodale’s men’s lifestyle publication Best Life, for one, will receive its sixth rate base increase since its 2004 launch with the February 2009 issue, jumping from 500,000 to 550,000. In support of this milestone, the publisher says that the monthly magazine’s year-to-date ad pages have increased 7 percent and revenues 23 percent versus same period 2007. In 2008 the magazine attracted 63 new advertisers. And on the newsstand, where, according to figures supplied by Circulation Management magazine, unit sales of audited publications dropped a “Ever hear that saying, ‘You have a face for radio’? The same can be said for magazines.” - Revision3 CEO Jim Louderback on having young, attractive on-screen talent for Web video. staggering 5.9 percent, Best Life managed to buck the trend with 19.4 percent growth in single-copy sales. At launch, the magazine had a rate base of 200,000, then jumped up by 100,000 each in 2005 and 2006 before settling in to 50,000 increases in 2007 and 2008. The magazine will also launch in Russia and China, bringing the title’s international reach to a total of six editions—part of an aggressive international program that the publisher says grew revenue 14 percent for the first half of 2008 compared to first-half 2007. The magazine’s advertising success mirrors the growth of Rodale overall. The company reported a second-quarter advertising revenue increase of 8.3 percent. 1 “The New York Post is read by people who don’t care who’s running the country as long as they do something really scandalous, preferably while intoxicated.” - Steve Churm, Churm Media “If you send your customers too many e-mails, even if they know who you are, you’re spamming them.” - Lou Ann Sabatier, Sabatier Consulting “Who in here thinks that BPA and ABC will exist in five years? I don’t.” - John Rockwell, vice president of marketing and e-media, Access Intelligence http://www.Forbes.com
Table of Contents Feed for the Digital Edition of FOLIO: Show Daily | September 23, 2008 Folio Show '08 - Issue Two Scenes from the 2008 FOLIO: Show Selling E-Media: Essentials Time Inc. and Getty Images Launch Life.com FOLIO: Ad Sales Salary Suvey Supplier News Briefs: New Products and Services for Publishers Webinar Line-Up FOLIO: Show Daily | September 23, 2008 FOLIO: Show Daily | September 23, 2008 - Folio Show '08 - Issue Two (Page 1) FOLIO: Show Daily | September 23, 2008 - Folio Show '08 - Issue Two (Page 2) FOLIO: Show Daily | September 23, 2008 - Scenes from the 2008 FOLIO: Show (Page 3) FOLIO: Show Daily | September 23, 2008 - Time Inc. and Getty Images Launch Life.com (Page 4) FOLIO: Show Daily | September 23, 2008 - Time Inc. and Getty Images Launch Life.com (Page 5) FOLIO: Show Daily | September 23, 2008 - Supplier News Briefs: New Products and Services for Publishers (Page 6) FOLIO: Show Daily | September 23, 2008 - Webinar Line-Up (Page 7) FOLIO: Show Daily | September 23, 2008 - Webinar Line-Up (Page 8)
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