What's Good for Publishers is Good for Advertisers Integrated Media Consortium Formed to Control Costs Former B2B Works Founder to Head the Group
From: Business Media Magazine [list@businessmediamag.com] on behalf of BusinessMedia [admin@businessmediamag.com] Sent: Thursday, December 02, 2004 11:02 AM To: Business Media Magazine Subject: Media Consortium Launched to Help Publishers ====================================================== BusinessMedia December 2, 2004 The Journal for B2B Marketing and Advertising Professionals ====================================================== ====================================================== Table of Contents 1. Integrated Media Consortium Formed to Control Costs 2. Office Depot Continues to Target Small Businesses 3. New Publication for Biotech Professionals 4. Redesigned FORUM magazine to Debut in December 5. B2B Roundup: ALLTELL Selects Michigan Agency 6. On the Move: AOL Veteran Joins Search Firm ===================================================== For a free subscription to BusinessMedia, send a blank email to the following address: subscribe@businessmediamag.com ====================================================== 1. What's Good for Publishers is Good for Advertisers Integrated Media Consortium Formed to Control Costs Former B2B Works Founder to Head the Group The Integrated Media Consortium (IMC), a voluntary buying cooperative for publishing companies is being formed by Alan Douglas and Bill Walker. The consortium will be owned and run by the members and the founders and the objective is to improve the bottom line of small and medium0seized magazine publishing companies ($3-$200 million in annual revenues) serving b2b, b2c, consumer and custom markets by providing financial benefits through consolidation of volume purchasing. This consolidation will make it possible for the consortium to receive pricing typically reserved for only the largest buyers. "We will launch the consortium with our founding members," said Bill Walker who will become president of the new venture. "Our first members include Allured Publishing, Douglas Publications, Dowden Health Media, Edgell Communications, Farm Journal Media and National Trade Publications. We are having talks with several others and expect to reach our target by January 1, 2005." Mr. Walker previously launched B2B Works, the first online b2b media and marketing services company and prior to that was a senior marketing executive at the agency HSR. Alan Douglas, president of Douglas publications and chairman of IMC said "This has been my vision since I initiated the Small Publishers Committee at ABM in 1991. As publishers take advantage of the economic upswing and improve the top lie, they will also need to control costs and stay competitive." The IMC will look to leverage costs in printing, paper, fulfillment, freight forwarding, general office supplies, travel services and telephone services. Janet Ludwig, chairman and CEO of Allured Publishing said "I see an advantage of being able to reduce costs but I also see the ability to gather with my peers to benchmark Allured with other companies in similar situations." The group's goal is to grow from the initial 10 members to 23 companies publishing more than 100 magazines by the end of 2005. For more information, contact Bill Walker at 312-751-0746 or bill@billwalker3.net. ++++++++++AD+++++++++++++++++++++++++ 9th ANNUAL WEBBY AWARDS - Call for Entries Do you have an award winning website? Prove it! Enter the "Oscars of the Internet" -New York Times and the "Only Award show for Internet sites that matters" -LA Times. Honoring excellence in design, creativity, and usability. Nominees and Winners chosen in 65+ categories. You can't win if you don't enter. Final Entry Deadline December 17 Click here to enter: http://www.mailingpost.com/m/49/rd.php?r=0&l=205 www.webbyawards.com ++++++++++++++++++++++++++++++++++++ ====================================================== 2. Office Depot Continues to Target Small Businesses Office Depot Offers Free In-Store Marketing Seminars and Launches New Campaign In partnership with HP and Marketing Expert Nancy Michaels, Office Depot is showing small business owners that the office supply company not only carries the products businesses need in order to succeed, but it can offer them essential knowledge and tips as well. The company is offering a series of free, small business-focused seminars at Office Depot stores in the Boston area. The seminars, sponsored by Hewlett-Packard and titled, "Ten Steps to Growing Your Business Without Busting Your Budget: The Proven How-To Guide for Small Business," will tour four Office Depot Massachusetts locations, including N. Attleboro, Peabody, Framingham and Woburn. "Offering marketing strategies and tips to help our customers run their businesses better is an important part of our goal to ensure that they are successful," said Dick Levesque, District 44 Manager. Ms. Michaels, president of marketing company Impression Impact and producer of Office Depot's Web CafŽ series, will spend each of the 90-minute in-store presentations focusing on Office Depot's small business customer. Some of the topics covered will include: Develop Your Major Selling Advantage; Create Memorable Marketing Materials (No more brochures, please!); Perfect Your Sales Pitch Every Time; Develop an Effective and Professional Web Site; and Utilize Creative, Off the Wall Marketing Techniques that Drive Business. HP representatives will be present at all four events to provide hands on demonstrations for those products relevant to Michaels' discussion topics. New Campaign Seeks to Guide Business Gift-Giving In addition to in-store seminars, Office Depot has compiled a list of the Top 100 Gifts for businesspeople. The list covers a wide spectrum of products ranging from digital cameras and printers to leather padfolios and exclusive Christopher Lowell accessories. Dubbed Gifts That Mean Business, the list and its accompanying integrated marketing campaign highlight Office Depot's commitment to helping customers find the perfect present for the businesspeople in their lives - whether they are a client, co-worker, employee or boss. "Finding the appropriate gift for a business associate can be tricky and time-consuming," said Chuck Rubin, Executive Vice President and Chief Merchandising/Marketing Officer for Office Depot. "That's why we've put together a comprehensive list of the Top 100 Gifts and paired it with a series of helpful tips and suggestions that make shopping a breeze. During this time of year, our customers want to demonstrate that relationships are valued -- so we made sure to include items that would meet the needs of just about anyone on a holiday shopping list." According to Rubin, to communicate the company's product offerings and presence as the place to shop during the holiday season, Office Depot is launching a comprehensive marketing campaign consisting of television and radio spots, catalog, direct mail, e-mail and Hispanic outreach, as well as in-store displays. "Our advertising is designed to show that Office Depot is the destination for businesspeople to find Holiday gifts," Rubin said. "Quite simply, Office Depot knows business. It's what we do and who our customers are." Office Depot's TV advertising will consist of two thirty-second spots, both of which were created by BBDO New York. Titled "Because" and "It's for you," the ads feature several items from the company's Top 100 Gifts list. "Because" establishes that Office Depot has as many gifts as there are reasons to give, and focuses on various small business owners giving gifts in appreciation of the people that help their businesses succeed. "It's for you" promotes Office Depot's exclusive deals on select HP and Compaq desktop and notebook computers. Numerous small business owners, who are rewarding themselves with a new computer for a year of hard work, are showcased in this spot. Additionally, Office Depot's radio advertising highlights Office Depot's relationship with real estate mogul Donald Trump. The spots air in select local markets as well as during the nationally syndicated Trumped! with Donald Trump radio feature. Office Depot will be identified by Trump as the place to go for Gifts That Mean Business. Advertisements will appear on both network and cable TV during primetime, late night and early morning. Rubin noted that this year's holiday campaign represents the culmination of a year-long marketing program for Office Depot that began in January with its "Back to Business" effort, followed by Small Business Month in May and Back-to-School in July/August. For more information, contact Melissa Perlman at 561-438-0704 or mperlaman5@officedepot.com IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIADIIIIIIIIIIIIIIIIIIIIIIIIII Get Real-Life Campaign Stats From Over 2,000 Marketers The 2005 Email Marketing Metrics Guide > Includes 167 Charts & Tables > Open, Click and Conversion Rates > Opt-in Trends and Deliverability Data Order Now at http://sherpastore.com/store/page.cfm/1976. IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII =================================================== 3. New Publication for Leading Edge Industry T&F Informa recently announced the launch of BioExecutive International, a new business and marketing publication for the biotech industry. BioExecutive International (BEI) will be published 6 times per year, debuting with a Dec 04/Jan 05 issue. It is a sister publication to BioProcess International which is devoted to development and manufacture of biotherapeutics and biodiagnostics. "The biotechnology industry is ready and the timing is perfect for a publication dedicated specifically to today's bioexecutives," said Wayne Koberstein, BEI's editor in chief. "BioExecutive International will lead the biopharma management community in developing new business strategies and skills; help biotech companies become better business partners, product developers, and marketers; and protect and promote the unique entrepreneurial spirit and innovative force of the biopharma industry, as its companies and executives grow ever more sophisticated." BioExecutive International's circulation will consist of 14,000 senior executives (defined as CEO, CFO, COO, CTO, EVP, VP, Managing Director, Project/Department Manager, Sales/Marketing Manager titles) working for companies and organizations whose primary business is the discovery, development, and marketing of biopharmaceutical products. Every issue of BioExecutive International will deliver information and insights focused on: strategic planning, executive education, HR management, finance, infrastructure, product development, investor and public relations, and marketing. Editorial content will feature a mix of executive interviews, benchmarking case studies, special reports, expert articles and columns, and a wealth of news, commentary, and assorted departments that will provide its executive audience with a host of needed tools for building the new biotech leadership. "In BioExecutive International, we have created a unique forum for vendors to effectively reach and introduce their company's expertise to a targeted, qualified group of executives working in the biotechnology industry," says Brian Caine, publisher. "BioExecutive International's comprehensive marketing programs, which include print and online advertising, electronic marketing, direct mail, and market research, offer vendors a generous return on their advertising investment. We look forward to partnering with our advertisers to develop marketing plans that deliver results." The inaugural issue will include an interview with Millennium's CEO Mark Levin, special reports such as Biotech 2004 In Review, articles on regulation and editorial department such as News & Views, Companies to Watch and ExecUtips. To learn more about the publication contact Brian Caine at 508-614-1443 or bcaine@bioexecutiveintl.com. ==================================================== 4. Redesigned FORUM magazine to Debut in December Advertising Revenue for First Issue Doubles That of 2003 FORUM magazine, a monthly publication sent to more than 3,500 members of the Association Forum of Chicagoland is receiving a dramatic makeover that is intended to make it one of the top sources of ideas, knowledge and information for association professionals. The new publication will debut with the December issue. The most noticeable difference is the size 'the new FORUM will be standard magazine size rather than tabloid 'in response to reader requests who wanted the magazine to be more portable. The design elements are brighter and intended to be more inviting to readers' eyes. The editorial content includes articles and columns featuring useable information for association professionals and all content will be tied to the magazine's new tagline "One Idea Can Change the World." Other highlights of the new design include a "signature" story of one association that is making a difference within the profession or field of business; a new column in which a professional shares a new and unique idea that was implemented within his or her organization; and two additional new columns that highlight trends as recognize contributions, accomplishments, and promotions. "We are so proud of the new FOUM and what it offers to the association community," said president and CEO Gary LaBranche. "This vehicle promotes the important work of associations and draws attention to the many, many contributions they make every day to the quality of life around us. The ideas that take root at associations very often do change the world." For more information regarding the launch, contact Jacqui Cook at 312-236-2288 or cook@associationforum.org ++++++++++AD+++++++++++++++++++++++++ Attention Senior Management & Principals: Is it time to Acquire? Merge? Divest? 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"Campbell-Ewald presented creative work that directly supports our brand efforts," said Frank O'Mara, executive vice president of marketing for ALLTEL. "Campbell-Ewald will help strengthen the emotional link with our customers and drive consideration in the marketplace." Campbell-Ewald is the nation's sixth-largest advertising and marketing communications agency network, with more than 1,200 employees across the country. "With its customers first culture and services, we are tremendously excited about helping ALLTEL carve out an even more distinct and successful market position," said Campbell-Ewald President Jeff Scott. ## New Interactive Campaign for JPMorgan Online Unit In an effort to further drive enrollments, itraffic, an interactive marketing and advertising subsidiary of AGENCY.COM and BrownCo, the online brokerage service of JPMorgan Asset Management is launching a new interactive marketing campaign. The "What You Want" campaign targets experienced traders online to increase awareness of BrownCo's streamlined service that is built and priced for serious, active investors. Creative units, including full-page banner and box, will run on major financial sites including CBSMarketWatch, SmartMoney and TheStreet through the end of 2004. Online ads will complement print and television spots and highlight the core benefits of BrownCo's online brokerage services -- low rates, powerful investment tools and execution speed. "Thanks to our long-standing relationship with itraffic, not only do they understand what we want, more importantly, they understand what our customers want," said Kim Colombi, Director of Marketing for BrownCo. "itraffic delivers a direct, targeted message for our core audience: the serious, active trader." "BrownCo understands that today's brands don't exist in a vacuum -- this campaign is part of an aggressive effort to meet their customers where they are both on- and off-line," said Stacey Nachtaler, senior vice president, itraffic. "To optimize their total campaign investment, our goal was not to replicate but reinforce key messages from the offline effort creating a deeper customer connection across channels and, ultimately, driving more enrollments online." The entire campaign, inclusive of television, print and online ads, is budgeted at $13 million. itraffic has been working with BrownCo since 2001, to help get and keep customers online. BrownCo's typical client has between 15-20 years of investment experience, investable assets in excess of $200,000, and trades more than 50 times a year. Founded over 40 years ago, the business is focused on serving experienced traders and is a service of J.P. Morgan Invest. ===================================================== 6. On the Move AOL Veteran to Join Search Engine Firm Icrossing, a search engine marketing firm has announced that Maura Lewis, veteran of AOL, AdKnowledge, and iTraffic, has joined the agency as Director of Analytics. During Lewis' career in the interactive industry, she has helped online measurement evolve from basic impression counts to latency conversions to online-to-offline research. Her unique online experience includes Director of Strategy and Analytics with AdKnowledge, Director of Analytics at iTraffic, and, most recently, Senior Project Manager with the Advertising Effectiveness Research group at AOL. "Search is a deceptively complex and interesting marketing channel," Lewis says. "There is a wealth of data that can be mined to help us better understand what customers want and how they think. The information can then be used to help us provide actionable recommendations for clients." "I chose to come to icrossing because it is the leader in the search market. We are on the forefront in terms of tapping into the power of search using both the technologies employed as well as the relationships we have cultivated throughout the industry." ## Draft Chicago Recruits New Talent from DDB The Chicago office of Draft has hired John Rausch as vice president, creative director, effective immediately. Rausch will work on the DeVry and Fleetwood accounts and on new business opportunities. A 20-year advertising veteran, Rausch has a distinguished track record with DDB Chicago and Keroff & Rosenberg. He was most recently at DDB, where he served as vice president, creative director and worked with clients such as Anheuser-Busch, Discover Card, and FTD. He was also charged with helping lead the re-energizing of the State Farm brand under the "We Live Where You Live" banner that took place over several years. "John Rausch has a great creative mind and brings strategic brilliance to everything he touches," said Kathy Bucaro-Zobens, executive vice president, executive creative director. "He not only understands how to build brands, but he understands how to generate results. We are extremely pleased to have him on our team." Prior to DDB, Rausch worked at Keroff & Rosenberg where he began his career as a copywriter and worked his way up to vice president, creative director over 14 years. 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