BtoB Media Business - September 2008 - (Page 4)

Upfront CNET aims to enhance engagement with revamp Other new features include: CNET Networks, whose CNET.com Web ■ A five-star rating system, allowing viewsite has long been a source of reviews of tech- ers to compare products while they browse nology products, hopes its newly revamped the reviews. online portal produces more salable pages and ■ In-line buying advice, making relevant more profitable user engagement. information, definitions and advice on prodThe newly redesigned Web site, unveiled ucts from CNET editors more prominent. Aug. 28, greatly expands the number of prod- (For example, when viewers research a highucts under review and offers behaviorally tar- definition TV, they will see a list of similar geted advertising opportunities. Two of the products, along with an explanation of the first companies to use behavioral targeting on technology.) CNET.com are Samsung Electronics and Sony ■ Appliance reviews, including evaluaElectronics. tions of such products as “There also are operabuilt-in ovens, dishwashers, tional efficiencies associated microwaves, refrigerators, small appliances, stoves and with this relaunch which will make it easier for editors to ranges, and washers and generate and publish condryers. tent,” said Mike Janover, VP■ Reviews from around marketing for CNET. “And the Web, providing a global the more content we can put perspective on researched out equates to more inventoproducts. ry to sell through.” ■ A CNET archive, offerAnother new feature is the ing access to reviews of conaddition of video to selected sumer electronics, tech gear, review pages to help viewers software and games going better understand technologiback to 1998. cal concepts, Janover said. CNET was acquired by Video demonstrations will CNET.com recently underwent CBS Corp. in June for $1.8 bila major redesign. also provide CNET with the lion and is now a division of higher CPM that video content commands CBS Interactive. It began its Web site overfrom advertisers. haul a year before last month’s relaunch, a The Web site revamp goes far beyond the process that involved multiple company addition of services; the new site aggregates a teams, Janover said. number of previously stand-alone CNET ser“The CBS acquisition did provide us with vices—such as CNET News, Download.com, a couple of good leverage points, the biggest CNET TV and Shopper.com—into the flag- one being promotion, tapping into CBS Radio ship site. and CBS News,” he said. “It’s a massive media “Now, it’s really one brand we’re focusing footprint.” on,” Janover said. Janover did not disclose the cost of the project. BY CHRISTOPHER HOSFORD FROM THE PUBLISHER Bob Felsenthal AGENDA OCT. 1 OCT. 5–8 NOV. 17–19 CEBA Awards American Business Media Allen Room, Jazz at Lincoln Center, New York www.americanbusiness media.com Digital Strategies for Media Executives Northwestern University, Evanston, Ill. www.mediamanagement center.org ABM Top Management Meeting American Business Media Westin River North, Chicago www.americanbusiness media.com e all know print is tough, and while online revenue grows quickly, it’s still a small percentage of most b-to-b media companies’ revenue—generally around 10%. But clearly the trade show space is going strong, as total revenue for the sector has surpassed b-to-b print revenue this year, according to American Business Media’s Business Information Network data. While overall b-to-b media M&A activity slowed in the first half of this year (see story, page 13), event deals were still fairly strong. According to a recent study by media investment bank DeSilva+Phillips and AMR International, an M&A consultancy, there were 26 trade show deals in the first half of this year. That compares with 36 in all of 2007. Clearly, we have seen many companies, such as UBM, buying up events to supplement their other media offerings. And, of course, many companies have added smaller events in addition to their larger trade shows. Events have always been important to marketers, and they are more important now than ever because of the need for leads and marketing ROI. Perhaps more important, events of all sizes are a great way to generate nonadvertising revenue from attendees. According to the DeSilva+Phillips/AMR study, events generate profit margins greater than 40%. Many of us from traditional print media companies have seen the light as events have helped us through print slowdowns and become a significant revenue contributor. So I guess I will see you at a trade show soon! Are events saving media companies? W Bob Felsenthal can be reached at bfelsenthal@crain.com. 4 | Media Business | September 2008 | mediabusinessonline.com http://CNET.com http://CNET.com http://CNET.com http://Download.com http://Shopper.com http://www.americanbusinessmedia.com http://www.mediamanagementcenter.org http://www.americanbusinessmedia.com http://www.americanbusinessmedia.com http://www.americanbusinessmedia.com http://www.mediamanagementcenter.org http://mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - September 2008

BtoB Media Business - September 2008
Contents
CNET Networks' Portal Gets Major Revamp
Candid Comments About CMS Deployments
Stategic Buyers Led the Way in the First Half
Digital Technology Helps Pump Up Revenue
Sales &�Marketing
Events
Circulation
Production
People
Benchmarks
Endnote

BtoB Media Business - September 2008