BtoB Media Business - December 2010 - (Page 9)
media company specializing in developing healthcare and financial content. Previously, he held sales positions at American Express Publishing, Condé Nast and Meredith Integrated Media. Although new on the scene, Orbon has a vision for custom media at SourceMedia. “We’re looking to become a strategic partner to our clients and to deliver solutions that are tactic-agnostic rather than selling tactics such as newsletters, podcasts, webinars or print publications,” he said.
Broadening role
At Penton Media, the custom division’s responsibilities include educating 260 media brand salespeople on custom opportunities, attending sales calls, developing proposals and executing programs. Beyond that, the department has become an incubator for new revenue-generating ideas that aren’t custom media products in a traditional sense. “We get a lot of calls from vendors who have new ideas,” said Scott Bieda, VP-Penton Custom Solutions. “We will take the time to evaluate their offerings, get pricing and get examples. If it looks like something we think we can market to our customers— who are the market leaders, publishers and
salespeople on our publication franchises— we will bring it on board.” For example, Penton used a vendor to develop mobile applications that provided a platform for exhibitors to promote their offerings to attendees. “The [individual brands at Penton] theoretically could execute programs like those, but they weren’t doing it,” Bieda said. “They’re all just strapped. When we do something as a custom project, we teach people how to market and sell it, and we produce it here. It’s turnkey.” E.Republic is also breaking the tradition of reserving custom media for single-client special projects. Don Pearson, exec VP at e.Republic, oversees the company’s 8-yearold custom media division as well as the its state and local government media portfolio. In 2011, he wants to widely roll out a custom special report model based on a project produced by e.Republic’s Center for Digital Education. Until 2010, Converge was a traditional, controlled-circulation b-to-b magazine published five times per year. This year, it was rebranded as the “Center for Digital Education’s Converge Special Report,” with quarterly editions built around a technology product category and a limited number of
sponsors. Each sponsor received a customwritten profile within the print report, as well as leads generated from downloads of the report, a webinar based on the content and e-mail and direct-mail campaigns. Pearson is looking for opportunities to use this model elsewhere. For example, e.Republic’s Emergency Managementbrand is growing rapidly, but he does not want to increase the print publication’s frequency. “I’m not going the traditional route from a six-time to a 12time schedule,” Pearson said. “My next expansion will be topical special reports in the Converge model. We can give some customers more exposure without having to send magazines to a circulation of 50,000. Special reports have limited, focused distribution of about 10,000 copies that we can build a good, integrated custom program around.” Like other media executives interviewed for this story, Pearson sees custom media as a linchpin in the evolution of business media companies from print publishing to a fully integrated, multiple platform model. “The marketplace demands that we blend our services and offerings of print, lead generation, research, video, social media and live events,” he said. “The central hub for this transition is the custom media division.”
Custom publishers (continued on page 10)
Company American Express Publishing, Custom Solutions Ascend Integrated Media BeTuitive Publishing BNP Media Campbell Ewald Custom Solutions from SmartMoney DCP D Custom Demand Creation Specialists Fusionspark Media Future Publishing GIE Media GLC Grayton Integrated Publishing Location New York Phone URL N/A Clients (212) 382-5790 www.aepcustom solutions.com
Overland Park, (913) 344-1401 www.ascendintegrated Kan. media.com Chicago (312) 832-1500 www.betuitive.com Chicago (630) 699-7625 http://custom media.bnpmedia.com Warren, Mich. (586) 558-4105 www.campbellewald.com New York (917) 934-6717 http://customsolutionsaboutus.com
Merchandise Mart, Ace Hardware, National Medical Association Horizon Foods, Aquent, Great American Group American Egg Board, Grant Thornton Alltel, Chevrolet, Kaiser Permanente Century21, T. Rowe Price, Charles Schwab Chevron, Comcast, American Cancer Society Thomas Group, Purina, Lennox
Walnut Creek, (925) 943-1111 www.dcpubs.com Calif. Dallas (214) 939-3636 www.dcustom.com
Hasbrouck (814) 833-2620 www.demandcreationsp Epicor, Sterling Commerce, Eloqua Heights, N.J. ecialists.com Clinton, Wash. (360) 221-4001 www.fusionspark.com Wyeth, Dive Rite, Toyota San Francisco (650) 745-9209 www.futureus.com Richfield, Ohio (800) 456-0707 www.gie.net Northbrook, Ill. (847) 205-3062 www.glcomm.com Grosse Pointe, (313) 881-1734 www.graytonpub.com Mich. Microsoft, AT&T, NVIDIA Bayer, BASF, Syngenta UnitedHealthcare, Independent Community Bankers of America, GM Oracle, NetApp, Sun Microsystems
Source: Junta42 (www.junta42.com). Companies listed above are certified and approved content vendors.
mediabusinessonline.com | December 2010 | Media Business | 9
http://www.aepcustomsolutions.com
http://www.aepcustomsolutions.com
http://www.ascendintegratedmedia.com
http://www.ascendintegratedmedia.com
http://www.betuitive.com
http://custommedia.bnpmedia.com
http://custommedia.bnpmedia.com
http://www.campbellewald.com
http://www.campbellewald.com
http://www.customsolutions-aboutus.com
http://www.customsolutions-aboutus.com
http://www.dcpubs.com
http://www.dcustom.com
http://www.demandcreationspecialists.com
http://www.demandcreationspecialists.com
http://www.fusionspark.com
http://www.futureus.com
http://www.gie.net
http://www.glcomm.com
http://www.graytonpub.com
http://www.junta42.com
http://www.junta42.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)
https://www.nxtbook.com/nxtbooks/crain/mb1112
https://www.nxtbook.com/nxtbooks/crain/mb1012
https://www.nxtbook.com/nxtbooks/crain/mb0912
https://www.nxtbook.com/nxtbooks/crain/mb0212
https://www.nxtbook.com/nxtbooks/crain/mb0312
https://www.nxtbook.com/nxtbooks/crain/mb0412
https://www.nxtbook.com/nxtbooks/crain/mb0612
https://www.nxtbook.com/nxtbooks/crain/mb0512
https://www.nxtbook.com/nxtbooks/crain/mb1111
https://www.nxtbook.com/nxtbooks/crain/mb1011
https://www.nxtbook.com/nxtbooks/crain/mb0911
https://www.nxtbook.com/nxtbooks/crain/mb0611
https://www.nxtbook.com/nxtbooks/crain/mb0511
https://www.nxtbook.com/nxtbooks/crain/mb0411
https://www.nxtbook.com/nxtbooks/crain/mb0311
https://www.nxtbook.com/nxtbooks/crain/mb0211
https://www.nxtbook.com/nxtbooks/crain/mb1210
https://www.nxtbook.com/nxtbooks/crain/mb1110
https://www.nxtbook.com/nxtbooks/crain/mb1010
https://www.nxtbook.com/nxtbooks/crain/mb0910
https://www.nxtbook.com/nxtbooks/crain/mb0710
https://www.nxtbook.com/nxtbooks/crain/mb0610
https://www.nxtbook.com/nxtbooks/crain/mb0510
https://www.nxtbook.com/nxtbooks/crain/mb0410
https://www.nxtbook.com/nxtbooks/crain/mb0310
https://www.nxtbook.com/nxtbooks/crain/mb0210
https://www.nxtbook.com/nxtbooks/crain/mb1209
https://www.nxtbook.com/nxtbooks/crain/mb1109
https://www.nxtbook.com/nxtbooks/crain/mb1009
https://www.nxtbook.com/nxtbooks/crain/mb0909
https://www.nxtbook.com/nxtbooks/crain/mb0709
https://www.nxtbook.com/nxtbooks/crain/mb0609
https://www.nxtbook.com/nxtbooks/crain/mb0509
https://www.nxtbook.com/nxtbooks/crain/mb0409
https://www.nxtbook.com/nxtbooks/crain/mb0309
https://www.nxtbook.com/nxtbooks/crain/mb0209
https://www.nxtbook.com/nxtbooks/crain/mb1208
https://www.nxtbook.com/nxtbooks/crain/mb1108
https://www.nxtbook.com/nxtbooks/crain/mb1008
https://www.nxtbook.com/nxtbooks/crain/mb0908
https://www.nxtbook.com/nxtbooks/crain/mb0708
https://www.nxtbook.com/nxtbooks/crain/mb0608
https://www.nxtbook.com/nxtbooks/crain/mb0508
https://www.nxtbook.com/nxtbooks/crain/mb0408
https://www.nxtbook.com/nxtbooks/crain/mb0308
https://www.nxtbook.com/nxtbooks/crain/mb0208
https://www.nxtbook.com/nxtbooks/crain/mb0108
https://www.nxtbook.com/nxtbooks/crain/mb0707
https://www.nxtbook.com/nxtbooks/crain/mb0607
https://www.nxtbook.com/nxtbooks/crain/mb0507
https://www.nxtbook.com/nxtbooks/crain/mb0407
https://www.nxtbook.com/nxtbooks/crain/mb0307
https://www.nxtbook.com/nxtbooks/crain/mb0207
https://www.nxtbook.com/nxtbooks/crain/mb0107
https://www.nxtbook.com/nxtbooks/crain/mb1206
https://www.nxtbookmedia.com