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Media Intelligence : Media Trends+Strategy 2012
B2B magazines MEDIA Trends + Strategy 55 Adding to the mix David Elliott Sales & Marketing Director Retail Media How are you marketing your products to advertisers? Through a new initiative at our company – the EDM; we’ve just overhauled and updated them in line with market need and it’s across all the brands now. With the advent of smart phones and iPads and accessibility to either Android or Apple apps, we’ve re-engineered our go-to-market materials so that they’re now available online to any of those users and we’ve encouraged advertisers to become involved with those by offering them pre-recorded feeds or interviews or their TVCs screening on those particular apps as well. And they’re loving them. We have very solid feedback because we’re able to embed in our EDMs 3-4 relevant questions for an advertiser and then give them, off the back of a survey software package, real feedback from the market on: their branding; their positional in store; the market position; customer service and, in some cases, ordering (ie placing orders). What are the major challenges facing B2B? Fragmentation is offering the whole B2B segment new opportunity to package existing brands or new brands to address market issues or market conditions. Specific product publishing – print and online – is robust this year and forecast to be robust again next year. And the online space in itself is certainly offering B2B great opportunity to take market share from consumer space. It’s more of an opportunity than a challenge. Are advertising decision makers sufficiently informed to understand the value of targeted smaller circulation and B2B publications? A media broker may not be involved in initial discussions with a client about New Product Development; on the other hand a B2B title or a B2B publisher could well be involved in it. In our stable often we’re briefed prior to the consumer campaign so B2B spearheads or can become the backbone of a consumer campaign based on alerting the business market or business community or, in our case, the grocery or pharmaceutical markets of a forthcoming product launch. How are you marketing your products to advertisers? Our reputation has been built up through our presence at industry events. As we’ve expanded into other channels, we now organise our own events so this further integrates the marketing for our products. Since we started putting all our content online for free, print subscriptions have actually increased, as a result of people finding us online. Are advertising decision makers sufficiently informed to understand the value of targeted smaller circulation and B2B publications? Certainly ours are, because we only target the advertisers who want to reach our specific niches. In highly-specialised publications, it is reputation that counts far more than circulation figures. While all our publications are CAB audited, it is very rare that our advertisers will ask about this or show much interest in those numbers. In general, they want to be in our publications because they know they work, they see them in their clients’ offices, they hear about them on the industry grapevine, they get them when they go to an industry event, so it’s the quality they want more than the quantity. What are the major challenges you’re facing? In addition to the general challenges facing all publishers, our major challenge remains effectively managing our growth and ensuring our staff and systems keep pace. Our average year-on-year revenue growth has been about 40% for the past decade and we hope to continue that trend, so getting the right people and getting them trained and integrated quickly is always a challenge. Are brand extensions becoming a major part of the selling proposition? Yes, the various brand extensions we offer have long been a major part of the selling proposition. We offer a fully integrated range of options from print to events and online, with new innovations such as marketing services now added to the mix. We aim to be a one- stop shop for both information and marketing opportunities in the industries that we cover. Chris Bland MD Great Southern Press What is the greatest advertising challenge for B2B media at the moment? The big challenge for us, and I suspect most other specialist publishers, is in understanding all the new media options and technologies, then making the right technology choices for our business and our advertisers and readers. From there the challenge is in executing and delivering the technology in the right way. The next challenge is to work out how to monetize these options in a sustainable fashion without having a negative impact on our core media products. The final challenge lies in getting our advertisers to understand and support our new media initiatives. Challenging times. Are advertising decision makers sufficiently informed to understand the value of targeted smaller circulation and B2B publications? The vast majority of decisions makers we deal with are direct clients so yes. However, feedback from our sales team indicates that most agencies we deal with are well versed in the B2B publishing landscape and also see the merit in our highly targeted audiences. How are you marketing your products to advertisers? You can’t beat a face-to-face call from an advertising manager but we also undertake a significant amount of email marketing as well as the more ‘traditional’ methods of commu- nication. We use Social Media to engage with our readers rather than our advertisers. What are the major challenges facing B2B publishing moving forward in a fragmented media marketplace? Our strategy is to defragment the verticals in which we operate by owning as many of the media options as possible. This may be via acquisition or a launch to shore up our existing market leading positions. Simon Grover Group Publisher The Intermedia Group Challenging times New opportunity p52-53,55_B2B.indd 55 28/11/11 2:18:59 PM
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MT Resource Guide 2012