BtoB Media Business - February 2008 - (Page 6)

Upfront Weitzner quickly restructures Ziff Davis Enterprise management BY MATTHEW SCHWARTZ FROM THE PUBLISHER Bob Felsenthal B-to-b media veteran Steve Weitzner took charge as chairman-CEO of Ziff Davis Enterprise in January and quickly implemented a management restructuring. Weitzner, who was CEO of CMP from September 2005 through November 2007, said job one is to boost cross-marketing opportunities among all of ZDE’s properties. These include Baseline, CIO Insight and eWeek, which have a total combined circulation of 575,000. “CIO Insight is strategy, Baseline is implementation and eWeek is real-time tweaks once the strategy has been implemented,” Weitzner said. “That’s how our content flows— whether in print, online or live events.” The portfolio also includes ZDE’s Web Buyer’s Guides, online network Developer Shed, ZD live events (about 300 events annually) and a database of 4.5 million IT professionals. ZDE, a former division of Ziff Davis Media, was acquired in August by private equity company Insight Venture Partners for about $150 million. Weitzner succeeded Sloan Seymour, who is now working with Insight. Weitzner’s aim is to have ZDE’s revenue AGENDA FEB 21-23 evenly divided among branded advertising, both in print and online; demand generation, such as white papers, directories and e-seminars; and live events. Under the restructuring, Tom Rousseau, who had been working in the ZDE sales department, was named president of sales. Rousseau previously worked at both IDG Corp. and CMP. Jeff Smith was named chief audience officer, and Adam Taff was appointed senior VP-operations. Both Smith and Taff had been working as in-house consultants at ZDE since the company was acquired. Dave Colford was named senior VP-global alignment solutions. “The world today as it relates to [b-to-b media] content has to have a different creative bent in terms of distribution,” said Jay MacDonald, a managing director at media investment bank DeSilva & Phillips. “[Weitzner] has got to re-energize the brands, restore faith in the advertising community and take content and make it relevant not only to print pages but events, and online and other vehicles. He sounds like he has the right background to make it happen, though it’s going to be a challenge.” APRIL 10 Survey results bode well for ’08 n December, BtoB researched its marketer readership and found that despite economic unrest, 60% of respondents plan to increase their budgets this year. Of course, that was two months ago, and things may change; but this indicates strong resilience for most b-to-b segments this year. A full 61% of those increasing marketing spending said they were upping it by more than 10%, and 30% were raising it more than 20%. These are very strong numbers and, for those of us in market segments not directly hit by consumer lending and housing, we have a good opportunity to avoid the downdraft this year. The biggest area of increase, as expected, is online, with 79% of all marketers planning to boost spending. Events are also strong, with 50% of marketers planning increases. Among online categories, Web site development, e-mail and search marketing are where the money is flowing, with most marketers planning increases in spending behind these tactics. And even online banners are in demand, with 36% planning to increase spending on them. And how about print, you ask. Well, 28% of respondents said they were increasing print budgets. However, 20% are decreasing print spending, so don’t plan on double-digit print increases this year. Finally, only 28% rated trade media partners’ willingness to work together toward marketing goals as excellent. That’s much worse than the 40% that agencies garnered. The dollars are out there. We just need to tailor new programs and work more closely with marketers, and this may be a sunny year after all. I Online Marketing Summit Sponsored by several groups Sheraton San Diego Hotel & Marina San Diego www.onlinemarketingsummit.com Business Information/Rich Data American Business Media Reuters Building, New York www.americanbusinessmedia.com APRIL 30-MAY 2 MARCH 4-5 Digital Velocity: Real Experts, Real Applications, Real Time American Business Media New York Hilton, New York www.americanbusinessmedia.com WPA 2008 Publishing Conference Western Publications Association Westin Hotel at Los Angeles Airport Los Angeles www.wpa-online.org MAY 4-7 MARCH 11-13 ABM Spring Meeting American Business Media La Quinta Resort & Club La Quinta, Calif. www.americanbusinessmedia.com Media Summit New York McGraw-Hill Cos. McGraw-Hill Building New York www.media-summit.com Correction MARCH 14 54th Annual Jesse H. Neal Awards American Business Media Waldorf-Astoria, New York www.americanbusinessmedia.com Alex Kam’s name was misspelled in “WSJ.com free? Should we?” (January, page 19). Kam is VP-digital strategy and business development at ALM. Bob Felsenthal can be reached at bfelsenthal@crain.com. 6 | Media Business | February 2008 | mediabusinessonline.com http://www.americanbusinessmedia.com http://www.onlinemarketingsummit.com http://www.wpa-online.org http://www.americanbusinessmedia.com http://www.americanbusinessmedia.com http://www.media-summit.com http://WSJ.com http://www.americanbusinessmedia.com http://mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - February 2008

BtoB Media Business - February 2008
Contents
Upfront
Cover Story
Feature
Sales & Marketing
Events
Online
Production
Circulation
People
Benchmarks
Endnote

BtoB Media Business - February 2008

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