BtoB Media Business - May 2008 - (Page 6)

SPECIAL REPORT TOP100 F PRINT ADVERTISERS Ad spending in b-to-b publications down in 2007 BY KATE MADDOX aced with a slowing economy, the top 100 advertisers in products and services. For example, in May IBM broke a campaign called “Out b-to-b magazines spent an estimated $920.01 million on b-to-b print ads in 2007, down 8.5% from $1.01 billion in With Cables. In With Blades,” to promote its BladeCenter technology for high-density computer servers. The campaign was 2006, according to data from IMS. The top advertiser in b-to-b publications last year was IBM aimed at IT decision-makers and ran in publications including Corp., which spent an estimated $57.6 million on b-to-b print Computerworld, eWeek and InformationWeek. Microsoft has stated that it plans to shift at least half of its ads, down 11.1% from $64.8 million in 2006, according to IMS. The No. 2 advertiser was Microsoft Corp., which spent an marketing budget to online media over the next two years. Last year, a big focus for Microsoft was continuing its “Peoestimated $49.2 million on b-to-b print ads, down 20.3% from ple Ready Business” campaign, a $500 million effort that includ$61.7 million in 2006. The third-largest advertiser was CDW Corp., which spent an ed TV, print and online, aiming to show how the company estimated $34.0 million, down 5.3% from $35.9 million in 2006. brings value to businesses at the macro level. McCann Worldgroup, San Francisco, developed the Rounding out the top 10 were HP, A complete list of the campaign. Time Warner, Dell Inc., American PowIn addition, Microsoft ran more tarer Conversion Corp., Sony Corp., GE top 100 print advertisers geted campaigns for specific products and DaimlerChrysler. begins on Page 8 and services, such as an effort called In addition to the economic downturn, the increasing shift of marketing dollars to online is taking “The Server Unleashed,” also developed by McCann, to promote features of Windows Server 2008 software. its toll on print advertising revenue. “We still have a big percent of the audience reading IT magaIBM, for example, increased its online ad spending by 100% last year, according to Diane Brink, VP-worldwide integrated zines, so we invest a lot in print ads,” said Bob Visse, senior director of Microsoft’s Windows Server division. “One thing that’s differmarketing communications at IBM. But even with the large increase in digital spending, Brink ent since 2003 [when Windows Server was first launched] is that said, IBM still relies heavily on traditional business media, in- we didn’t buy any TV at all.” A significant portion of the Windows Server 2008 campaign cluding print. “The fact is you need multiple forms of media to get the best was online, although Visse declined to say how much. While many of the top advertisers decreased their print budgets bang for your buck,” she said. “[Media consumption] habits are changing, but that doesn’t mean we should abandon what we’ve last year, some increased print advertising. Time Warner, which done in the past, because not everyone is changing. If we go all one ranked No. 5 on the list, spent $21.0 million on b-to-b print ads, up 21.4% over $17.3 million in 2006. No. 6 advertiser Dell spent $20.1 way, we risk losing [audience].” IBM used a 360-degree approach to create integrated cam- million on b-to-b ads, up 16.2% over $17.3 million in 2006. American Power Conversion Corp., a power and cooling paigns last year, working with its agency of record, Ogilvy services company that was acquired by Schneider Electric in North America, New York. It used multiple platforms, including TV, print, online and February 2007, had one of the biggest increases. It spent events, to carry its “Innovations that work” messaging, as well $19.3 million on b-to-b print ads, up 116.9% over $8.9 milas targeted campaigns in trade magazines for more specialized lion in 2006. 6 | Media Business | May 2008 | mediabusinessonline.com http://mediabusinessonline.com

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

BtoB Media Business - May 2008
Contents
IMB, Microsoft Top Spenders in B-to-B Magazines
Our Annual Selection of Execs on the Cutting Edge
Publishers Strive to Protect Lists from Overuse
Sales & Marketing
M&A
Online
Events
Circulation
People
Benchmarks
FedEx on the Media Needs of Global Advertisers

BtoB Media Business - May 2008