BtoB Media Business - April 2012 - (Page 4)

Upfront BY SEAN CALLAHAN “There has been too much focus on trying to categorize [media] products as lead-gen or not.” Tom Cintorino, exec VP-digital media at Northstar Travel Media Page 10 RBI decides: ‘Variety’ doesn’t stay in the picture such as online entertainment industry sites After its first attempt to sell Variety Deadline.com and TheWrap.com. flopped in 2008, Reed Business Information is It also continues to battle its traditional doing an encore. competitor, Prometheus Global Media’s HollyRBI parent Reed Elsevier has placed Vari- wood Reporter brand, which has hired Janice ety, its century-old entertainment industry Min as editorial director. That move is part of brand, on the block. RBI CEO Mark Kelsey an effort to attract more consumer advertising, was quoted in a story on the Variety website which has met with some success, Parker said. as saying: “With RBI’s increasing focus on Variety made a similar effort to attract condata services, and the sale of our other U.S. sumer advertising several years ago, but print magazines, it now makes sense for us to abandoned the initiative for the higher CPMs sell the business. Variety has an incredibly tal- of b-to-b advertising. ented team who have successfully innovated Most industry observers say Variety, and expanded the franchise in industry news whose flagship magazine debuted in 1905, reand analysis. I have no doubt the business will mains a blue-chip brand. It is one of the few continue to thrive under new b-to-b media brands to have a ownership.” paid content model for both its RBI first attempted to sell Vaprint publication and its website. riety along with a host of other Last year it introduced new ontrade publications four years ago, line features such as its breaking but the recession prompted it to news blog, Showblitz. Variety has pull back. In 2010, when RBI reexpanded into conferences and turned to market with its trade will produce more than 30 events publications in an effort that this year. And as part of its strateyielded mixed results, it decided gy to provide more data tools, in to hold on to Variety. ‘Variety’ is up for sale. June, it acquired TVtracker, a Industry observers say the imresearch company that follows proving market for b-to-b properties has U.S. filmed entertainment. likely enticed RBI to try again to divest itself Estimates of how much Variety might of Variety. Regarding the outlook for a sale, fetch in the current market vary, with Reed Phillips III, managing partner of DeSilva $10 million to $25 million being the most & Phillips, said, “The market seems to be re- common range offered by industry obbounding along with the U.S. economy. The servers. At an EBITDA multiple of between pool of potential buyers is much larger today 5x and 7x, Variety’s EBITDA is estimated to than any time in the past three years.” be $2 million to $4 million. Mike Parker, managing director of AdMeVariety President Neil Stiles was quoted in dia Partners, said, “I think Reed Elsevier has the same story on the brand’s website as saydecided it doesn’t want to be in the magazine ing: “I have every confidence that, under new business anymore.” ownership, Variety will continue to thrive, Like most b-to-b publications, Variety has innovate and provide fantastic insight into faced falling ad pages and new competition, the sector.” FROM THE PUBLISHER Bob Felsenthal Finding revenue in social media s the world of b-to-b media becomes more digital and mobile, publishers continue to seek new channels of revenue for their brands through apps, virtual events, lead-gen programs and marketing services. Now, it’s time to explore the monetization of social media. I am pleased to report that we have just added a new consulting service, Crain’s Social Media, to our BtoB marketing services. This new unit offers social media training, including customized training seminars, as well as personalized executive coaching, social media audits and strategic social media planning and execution. We have hired Tracy Schmidt to oversee the unit as director of social media training and strategy. Tracy joins us from the Tribune Media 405 digital group, where she co-created ChicagoNow, a network of 350 blogs, and established a nationwide social media training program. Last year, she taught more than 2,500 people. We will now be able to help businesses and executives expand their social footprint, improve their social reputation and train their sales and customer relations groups to use social media for business. In every issue of Media Business we chronicle the new revenue streams of business media companies and brands, focusing in particular on new digital offerings and strategies. Our own venture is one way we have expanded in the world of digital and marketing services, and if you have a need for social training and strategy in your organization, please reach out to Tracy at tschmidt@crain.com. A Call for nominations: 10 Great Media Websites Media Business will publish a special report “10 Great Media Websites,”’ in its June issue. We’re seeking nominations in the following categories: tech, trade (nontech), general business, paid subscription, launch, relaunch, mobile portal and video/multimedia. Nominations are now being accepted online at www.btobonline.com/ greatsites. The deadline for nominations is May 1. Bob Felsenthal can be reached at bfelsenthal@crain.com. 4 | Media Business | April 2012 | mediabusinessonline.com http://www.Deadline.com http://www.TheWrap.com http://www.btobonline.com/greatsites http://www.btobonline.com/greatsites http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - April 2012

BtoB Media Business - April 2012
Contents
RBI puts iconic Variety brand on the block
Lead-generation services help drive profits
Publishers begin to embrace analytics, HTML5
Sales & Marketing
M&A
Audience Development
Events
People
Benchmarks
The dubious financial future of online advertising

BtoB Media Business - April 2012