BtoB Media Business - December 2010 - (Page 27)

Sales & Marketing Network cutting cookies Ideas People Channel targets audiences based on psychographic, not demographic, factors AD VANTAGES SALES & MARKETING Blending social with mobile n October, Meredith Corp. named Pete Snyder president of the newly created Emerging Markets Group. The group includes Meredith Integrated Marketing’s social marketing (New Media Strategies) and mobile marketing (Hyperfactory) businesses. Snyder will continue to serve BIO as CEO of New Media Strategies. PETE Media SNYDER Business: How do President, Emerging you define Markets “engagement mar- Group, keting” and how Meredith does the Emerging Corp. Markets Group enhance Meredith’s efforts in the area? Snyder: I look at any place where there is interactivity online. The heart of what we’re doing is focused on social, and mobile and the entire world that has cropped in the past dozen years through that sticky interactivity the Internet [provides]. We’re going to be looking at value creators that exist out there—whether it’s directly within social and mobile or looking at “creative social,” which is a new crop of agencies that is really being disruptive to the traditional Web design or creative agencies. MB: Will sales reps work more closely with marketing in developing content? Snyder: Absolutely. The jump ball is for the “big idea.” The way the market is evolving, you can’t have your sales guys out there just peddling product. They need to be strategists, and they’re going to be competing for bringing the big idea to clients, so they need to be wellversed in marketing and not just all about the pitch. It’s combining sales —M.S. and strategy. K networks to gather information about users. “If athleen Kennedy, chief strategy offi- you use cookies to target individuals, you lose cer of Technology Review, has dabbled control of the environment, and selecting the in advertising networks in the past, right environment is the way to get to the right with less than inspiring returns. people and, therefore, the right audience.” “We did two tests with ad networks and A separate sales team has been set up to sell both times the results were quite disappoint- the channel. “It’s not about customized [ad ing,” Kennedy said. “The CPMs [cost per units]; it’s not about sponsorship. It’s about thousand] ended up being much lower than reaching a scale of ‘ideas people’ with rich meexpected. Also, the quality of the advertisers dia banners,” Pere added. was often questionable, so our ad team had to The Economist Group estimates that there spend time blocking certain campaigns. The are 21 million ideas people in the U.S., based low revenue was not worth on such criteria as whether the effort.” the individual is publicly acKennedy said she is expecttive, owns a passport or is a ing a different result from The heavy reader of books. Economist Group’s Ideas PeoPere said Ideas People ple Channel, an online ad netChannel caters to the growing work that is designed to aggredemand among brand margate an audience based on psy- Kathleen Kennedy, chief strategy keters for more specificity officer, Technology Review chographic—rather than deabout the audiences they’re mographic—factors. buying. “It’s interesting that “We see it as a great supplement to our today in an RFP [request for proposal] there is current sales effort, which is mainly focused always some criterion about these psychoon b-to-b,” she said. “With a much larger graphic elements,” he said. “We can tap into reach, [the channel] can compete for the mass that for clients because we can provide a consumer campaigns that technology mindset and scale.” review.com would not be able to win on our The new channel comes as The Economist own as a single site.” Group’s flagship struggles against the decline Ideas People Channel rolled out in late Octo- in print ad spending. Through June The Econber with nearly 30 niche brands identified by omist’s circulation grew 1.5%, to 822,695, The Economist’saudience as their favorite desti- compared with the year-earlier period, acnations. In addition to Technology Review, pub- cording to the Audit Bureau of Circulations. lishing partners include Chronicle of Higher Ed- Through September, however, ad page ucation, Chronicle of Philanthropy, The Econo- growth was relatively flat compared with the mist Online and International Business Times. same period last year, according to MPA. The IE Business School, based in Madrid, “They’re trying to add inventory to sell to and APSCU (Association Private Sector Col- advertisers,” said Dave Rowe, VP-media dileges and Universities) are the first two adver- rector of b-to-b ad agency Doremus, whose tisers to buy the network, with additional clients include Sage North America and buyers in the pipeline, said Stephane Pere, SonicWALL Inc. “The question is whether VP-head of Ideas People Channel. the channel is greater than the sum of its parts. “It’s an important way for us to get more I bet a lot of these sites [participating in the ad revenue,” he said. “In the online-display network] don’t have a ton of traffic.” market, we know a huge portion of ad expenRowe added that it was “curious” that The ditures goes to networks, so we really wanted Economist Group was taking an anti-cookie to come up with a premium and a different stance in marketing the program. “They may offer in the market.” be trying to avoid being perceived as an [ad] Pere said that the channel does not deploy network in which marketers can buy at a low cookie technology that is commonly used by ad CPM.” BY MATTHEW SCHWARTZ I “We see it as a great supplement to our current sales effort.” mediabusinessonline.com | December 2010 | Media Business | 27 http://www.technologyreview.com http://www.technologyreview.com http://www.mediabusinessonline.com

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

Btob Media Business - December 2010
Contents
Changing of the Guard at Forbes Media
Is Custom Content the Future of Media?
Looking for a Vendor? Check Out Our Annual Guide
Frustrated Sales Guys Launch Media Company
Sales & Marketing
M&A
Development
Events
Production
People
Benchmarks

BtoB Media Business - December 2010

BtoB Media Business - December 2010 - Btob Media Business - December 2010 (Page Cover1)
BtoB Media Business - December 2010 - Btob Media Business - December 2010 (Page 2)
BtoB Media Business - December 2010 - Contents (Page 3)
BtoB Media Business - December 2010 - Changing of the Guard at Forbes Media (Page 4)
BtoB Media Business - December 2010 - Changing of the Guard at Forbes Media (Page 5)
BtoB Media Business - December 2010 - Changing of the Guard at Forbes Media (Page 6)
BtoB Media Business - December 2010 - Changing of the Guard at Forbes Media (Page 7)
BtoB Media Business - December 2010 - Is Custom Content the Future of Media? (Page 8)
BtoB Media Business - December 2010 - Is Custom Content the Future of Media? (Page 9)
BtoB Media Business - December 2010 - Is Custom Content the Future of Media? (Page 10)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 11)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 12)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 13)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 14)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 15)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 16)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 17)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 18)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 19)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 20)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 21)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 22)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 23)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 24)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 25)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 26)
BtoB Media Business - December 2010 - Sales & Marketing (Page 27)
BtoB Media Business - December 2010 - M&A (Page 28)
BtoB Media Business - December 2010 - Development (Page 29)
BtoB Media Business - December 2010 - Events (Page 30)
BtoB Media Business - December 2010 - Production (Page 31)
BtoB Media Business - December 2010 - People (Page 32)
BtoB Media Business - December 2010 - People (Page 33)
BtoB Media Business - December 2010 - Benchmarks (Page 34)
BtoB Media Business - December 2010 - Benchmarks (Page 35)
BtoB Media Business - December 2010 - Benchmarks (Page 36)
BtoB Media Business - December 2010 - Benchmarks (Page 37)
BtoB Media Business - December 2010 - Frustrated Sales Guys Launch Media Company (Page 38)
BtoB Media Business - December 2010 - Frustrated Sales Guys Launch Media Company (Page 39)
BtoB Media Business - December 2010 - Frustrated Sales Guys Launch Media Company (Page Cover4)
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