BtoB Media Business - June 2007 - (Page 20)

Online ‘Network World’ connects ONLINE IDG title lets cell phone users scan a code on a printed page to access mobile Internet BY MARIE GRIFFIN T he June 4 edition of IDG’s Network World will have an inscrutable matrix of dots in a box on its table of contents page, along with an invitation: “Scan this code with your cell phone.” Although it may look ordinary, the text box is somewhat revolutionary. It is likely the first time a business publication in the U.S. has offered its readers the option of getting to the information they seek on a Web site via the mobile Internet without keying in or clicking. “Technology has constantly opened up new channels for our audience to interact with us,” said Dan Gallagher, VP-audience and architecture at NetworkWorld.com. “One of these new channels is the mobile Internet. However, we found that the limited usability of cell phones made that channel very cumbersome for our readers.” Network World is working with Nextcode, a provider of software that enables codes to be read by a variety of cameras, processors and optics in standard mobile phones. Users have to download the free code-reading software. Although it is common in countries such as Japan for consumers to use barcode scanners on cell phones to make purchases and retrieve Web site information, the technology has not caught on in the U.S. Gallagher said Network World might be ahead of its users with this technology, but, as early adopters in general, those users are more likely than most b-to-b audiences to embrace it. “We’re starting out slowly. We’re not going to put a tremendous amount of resources against this technology until there’s wider adoption,” he said. “We will be starting off with a code on our ‘T of C’ that will enable the user to get up-to-the-minute IT networking news headlines instantly. They will also be able to read any of the stories that catch their eye on their mobile devices.” In the second phase—the timing of which will depend upon user adoption— more capabilities will be added: reading and posting article comments, viewing related articles, and saving and/or e-mailing articles. On NetworkWorld.com, “the user has a plethora of options to continue their brand experience,” Gallagher said. “Through cell phone scanning, we can now offer the same extended brand experience in our print magazine. That is very exciting.” Preparing people for ‘transformation’ BY MARIE GRIFFIN T Bob Carrigan, president of IDG Communications, said his comhe theme of American Business Media’s Spring pany has employed many tactics to help salespeople whose backMeeting, “Transformation now,” was on the minds of atground is in print transfer their selling skills to multiple media. tendees not only during the official programming but “One key is that we’ve built huge account service also in question-and-answer interchanges and during breaks. organizations,” he said. In print, the signing of a contract signals One question often arose: How can management help people the end of the hard work for the salesperson, but in online media, working in the b-to-b media today develop the “The work begins when you make the sale,” skills and the will to transform themselves to fit Carrigan said. Therefore, it is critical to provide tomorrow’s requirements? salespeople with service teams able to track Tad Smith, CEO of Reed Business Informametrics and consult with clients to optimize the tion, suggested that not every employee needs advertising programs the salespeople have sold. to be able to work in print, in digital media and At IEEE Media, sales are handled by in events. “We want a mix of skills within a team outside firms. Nonetheless, the electrical engithat can execute,” he said, likening b-to-b meneering organization is investing in training its dia to a sports team, where players have differexisting reps to sell online media. James Vick, ent areas of expertise individually but can work staff director and publisher at IEEE Media, extogether for a common goal. plained that outside reps are no different than Ty Bobit, president-CEO of Bobit Business staff salespeople when it comes to their ability Media, said, “I believe the people we have can to sell online advertising. In either case, they tackle a lot of the Web, but we’re just going to need more training than ever before to keep up need more people.” He added that with the Inwith constantly changing digital technology, Tad Smith, CEO of Reed Business ternet, he thinks good content is more important Information, gives his views on he said. Vick is working with the Laredo than ever before. So this past spring, he brought media transformation during a Group, which specializes in interactive panel discussion at the ABM all the company’s editors together for off-site selling, to provide ongoing training for IEEE’s Spring Meeting last month. training dedicated to the Web. rep force. “This was the first time we dedicated a day to this,” Bobit Alex DeBarrr, president-CEO of Naylor, said that people recently said. “We brought Steve Ennen in from ABM to give a presentagraduated from school “are all fired up about digital media. So tion, and we had roundtables so editors could share best what we’ve done is pair these enthusiasts with our senior people, practices. The editors came away feeling really important.” who are experts in sales, editorial and so forth.” Photo by douggoodman.com 20 | Media Business | June 2007 | mediabusinessonline.com http://NetworkWorld.com http://douggoodman.com http://mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - June 2007

Cover
Contents
ABM meeting reflects sense of urgency
Publishers consolidate Web site management
Five key technologies to watch
Sales & Marketing
M&A
Online
Events
Circulation
Production
People
Benchmarks
‘Wall Street Journal’ fosters younger audience

BtoB Media Business - June 2007