BtoB Media Business - May 2010 - (Page 23)

People On the Move Bloomberg picks Okaro to lead mobile for Multimedia group Bloomberg L.P. announced that Oke Okaro has been named global head of mobile for the Bloomberg Multimedia group. Okaro joined Bloomberg from ESPN, where he was VP-mobile. PROFILE When CMOs talk, Kevin Gentzel listens Forbes chief revenue officer draws strategy from conversation PEOPLE K Crain promotes Klein to strategic initiatives post Crain Communications Inc. announced that David Klein has been promoted to group publisher-strategic initiatives. He is charged with helping create new revenue streams for 10 Crain publications. These new revenue streams include lead generation, white papers, and new database and research products. Klein also retains his current title and responsibility as VP-publishing and editorial director of the Ad Age Group, overseeing Advertising Age and BtoB magazine. Jordan, Edmiston Group taps Gross to be CMO Media investment bank Jordan, Edmiston Group announced that Adam Gross has been promoted to CMO. Gross was previously VP-marketing and communications. In his new role, he will oversee the firm’s marketing efforts and focus on new-business development. Former Dow Jones executive selected as CEO of Infogroup Clare Hart, a former executive with Dow Jones & Co., will become CEO of database marketing holding company Infogroup, pending shareholder approval of the company’s sale to New York private equity company CCMP Capitol Advisors. Hart, who would succeed current CEO Bill Fairfield, most recently was Dow Jones exec VP and head of the company’s enterprise media group, which merged with the consumer media group. request that led to the integration of the print evin Gentzel has done his homework. and Web sales teams. The company continues The former president and publisher to cross-train its sales force and is currently of Forbes Media sat down with about hiring additional staff as it positions itself for a 70 CMOs and top agency executives over the rebound in advertising sales. past 18 months, tapping into “We’re starting to feel a the collective expertise Kevin Gentzel resurgence in the marketCompany: found in the company’s own place through advertisers reForbes Media CMO Network. The result: newing with us, advertisers Location: New A new brand strategy, new investing in multiplatform York accountability tools and an programs and new advertisTitle: Chief overhaul of the structure of ers,” Gentzel said. “The long revenue officer Forbes Media’s sales force. tail of advertising is expandBig move: Forbes Media In February, the compa- consolidates sales and ing at a rate that we haven’t ny gave its endorsement to marketing leadership, naming seen in some time. That’s not Gentzel’s vision, naming former president and group just in digital but in print, him as its first chief revenue publisher as its first too. We’re starting to feel a chief revenue officer. officer. The move consoli- Core responsibilities: real bounce-back in both dated all North American Gentzel will lead North Amer- mediums.” and European advertising ican and European advertisLarge traditional vertisales and marketing respon- ing sales and marketing inicals such as financial sersibilities for Forbes maga- tiatives for Forbes, vices and automotive have zine, forbes.com, ForbesLife forbes.com, ForbesLife and since the start of the year ForbesWoman. and ForbesWoman under started to pick up their his leadership. spending, Gentzel said, and “The CMO practice that we built really he expects an even stronger showing in the taught us a lot,” Gentzel said. “We were able second half. “The big idea and conceptual to get into the minds of the top marketers in presentations that we’re giving, the feedback the country and listen in a way that helped us from clients that we’re hearing [indicates] think about how we take the brand and our these marketers are starting to come back to products to market. All of these things put us advertise.” in a good position.” While he expects both print and online Gentzel had a hand in creating the CMO revenue to rise, the Web will continue to be Network, a Forbes Media community serving the growth engine, he said. The company has the growing field of chief marketing officers, developed a robust site and also is partnering which launched in 2009. with mobile platforms to connect its audience “As we listened to them, we began to fully to new content and relevant advertisements develop the way we were positioning our when they are off-site. It’s currently working brand in the marketplace, and that’s around to introduce a number of iPad apps centered trust, reach and results,” he said. on its investment guide and power and wealth The CMOs he spoke with continually re- list, Gentzel said. ferred to the need to manage reputation, he The investments the company is making said, and in March Forbes Media rolled out its are positioning it for growth, he added. response, a reputation tracker that measures “We’re going to be looking at our total the impact a print or Web campaign has on its portfolio of advertisers and looking to grow target audience. the actual number of advertisers on the site Advertisers also asked to work with sales and the magazine,” he said. “We’re looking to contacts who knew how to leverage the full break accounts that we haven’t carried in the capabilities of Forbes Media, Gentzel said—a last year.” BY CHARLOTTE WOOLARD mediabusinessonline.com | May 2010 | Media Business | 23 http://www.forbes.com http://www.forbes.com http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - May 2010

BtoB Media Business - May 2010
Table of Contents
IBM leads top spenders in b-to-b publications
Our seventh annual selection of cutting-edge exclusives
List owners face increasing competition
Sales & Marketing
M&A
Events
Audience Development
People
Production
Benchmarks
Practical advice on leveraging digital assets

BtoB Media Business - May 2010