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Media Intelligence : MT Resource Guide 2012
B2B publishing 38 MediaTitles Geoff Hird Publisher Westwick- Farrow Media Which cross-platforms support your titles and where do you see the growth? Targeted, industry-specific websites, mobile versions of these sites, eNewsletters, print and digital magazines, and apps. I see growth in all channels, as our overall audience for each of our media groups is increasing. New print (contrary to popular opinion) subscribers are currently outnumbering digital and newsletters. As for ad revenue, lead generation is our big growth item, which is facilitated by our subscriber/membership system. What research/measurement do your titles offer advertisers? All advertising on our sites (and some editorial) offers DoubleClick reporting. We also have a special Google custom report for clients who run Microsites (premium Directory Listing with editorial tracking). We survey our readers regularly and provide summary reports to advertisers. Clients running Lead Gen and Lead Guarantee programs receive seven points of contact information for each lead generated (generally from white paper downloads). What concerns you the most re the changing face of your media niche? The perception that print is dead. Marketers and ad agencies have been way too quick in dismissing print and, in many cases now, print magazines offer way less ‘clutter’ than digital and web-based advertising channels. We are also continuing to see new print subscribers (free to qualified industry professionals) outnumbering digital subscribers. Big growth in lead generation Jeremy VauGHan MD Haymarket Media How has your company responded to changing media demands? We’ve gone from having one touchpoint, for example, CRN magazine, to having around 15 touchpoints – whether it’s research, online, mobile, awards, events – we have to get in touch with our audience in as many places as we can. We’ve got to create new material and new talking points for our advertisers. We’ve created apps which are paid for across the Apple platform and borne out of special content from the magazine. We are probably closer now to our advertisers, and directly with our clients than ever before. ‘Data is the new black’ and is what is going to drive our business in the future. What have been the most important developments in the past year? We are experimenting more now with locked content – for us, that’s the number one data driver at the moment. So if we produce exclusive content, it’s going to go behind a data wall. It’s been developed more in the last six months. And I am probably spending more on editorial content now than I ever have done. We’ve got to get into the position where our audience is prepared to hand over their data. Even when we have a challenging advertising and revenue period, produce good content and they will follow. Let’s face it, people have been paying for content for generations: we call it the ‘cover price’. What concerns you the most about the changing face of media? We are at the behest of advertisers, of what they call ‘real time’ advertising. Technology will lead publishers – there’s a trove of opportunities out there; it just needs a good eye to hunt them down. data is the ‘new black’ executive outlook Zelda Tupicoff General Manager Great Southern Press How has your company responded to changing media communications? Our focus is delivering the best content to our readers and the best outcomes for our advertisers so we’re always assessing and evolving our offering. This means investing more in online but also looking at our strengths and what else we can offer. Inspired by B2B companies in the US, we recently launched Industry Marketing Solutions, a division of our company focused on delivering marketing services to the industries for which we publish. It’s early days but we have already secured a number of high-profile clients so it’s off to a good start. What other cross-platforms support your titles and where do you see the growth? We connect industries in print, online through our websites and email news services, and in-person through events. We’re still seeing growth in our print titles and we are expecting strong revenue growth to continue online through our web advertising and email news services and in the coming months we will launch online stores within our brands’ websites. Events will remain an important part of what we do and while we will still do some large conferences and exhibitions, we expect to see significant growth from one-day professional development industry events. What concerns you the most re the changing face of your media niche? We’re not concerned about changes in B2B: if you can be flexible and play to your strengths, it’s a very exciting time. focus on content p38-39 b2bExcOut.indd 38 11/6/12 2:50:07 PM
Media Trends+Strategy 2012
MT Resource Guide 2013