BtoB Media Business - June 2011 - (Page 7)
COVER STORY
In the 1990s, startup, online-only companies such as VerticalNet competed against them. “They called us idiots and dinosaurs,” said Tom Kemp, chairmanCEO of Northstar Travel Media. Next came Google, which has done far more damage than the defunct VerticalNet ever did. The search engine giant’s AdWords platform makes a mighty contribution to Google’s $30 billion in annual revenue. Much of the revenue generated by this targeted advertising has come at the expense of b-to-b media companies. The latest major threat comes from the social media sector, where Facebook, LinkedIn and Twitter are now offering the kind of targeted advertising opportunities business media companies have always provided. There’s also the long-term menace of ad networks, which, on the one hand, help by delivering incremental ad revenue to business media companies, but at the same time contribute to the overall lowering of CPMs on the Web. Nonetheless, in the face of these threats, many b-to-b publishers have risen to the challenge and developed exceptional websites—as the properties recognized in this special report attest. From trade publication and technology websites to portals to subscription sites, business media companies— whether in the technology realm, such as United Business Media, or solidly in trade publishing, such as Hanley Wood—have created online models that contribute to the bottom line. “For years, we’ve been told we’re good at producing trade magazines, but we don’t have the talent, culture and vision to move into other areas,” Kemp said. “It has been a rocky and difficult migration, but I think most b-to-b guys—thank God—have done a pretty good job. Otherwise, they’d be out of business.” Kemp is proud of his company’s new Travel-42 website, which is recognized in the Launch category of this special report. The paid site brings together three offline paid products into a single paid online product that fits into the work flow of the target market of travel agents. “We’re doing pretty well with it,” Kemp said.
10 Great Media Sites
Business media companies continue to adapt, thrive on the Web
BY SEAN CALLAHAN
B
-to-b media companies have been under siege for the past 15 years as the Internet has threatened their long-established business model of offering targeted advertising to vertical markets.
mediabusinessonline.com | June 2011 | Media Business | 7
http://www.mediabusinessonline.com
Table of Contents for the Digital Edition of BtoB Media Business - June 2011
BtoB Media Business - June 2011
Contents
Upfront
ABM Annual Meeting
Sales & Marketing
M&A
Great Media Sites
Audience Development
Production
Events
People
Benchmarks
Endnote
BtoB Media Business - June 2011
BtoB Media Business - June 2011 - BtoB Media Business - June 2011 (Page Cover1)
BtoB Media Business - June 2011 - BtoB Media Business - June 2011 (Page Cover2)
BtoB Media Business - June 2011 - Contents (Page 3)
BtoB Media Business - June 2011 - Upfront (Page 4)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 5)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 6)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 7)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 8)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 9)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 10)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 11)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 12)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 13)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 14)
BtoB Media Business - June 2011 - Sales & Marketing (Page 15)
BtoB Media Business - June 2011 - M&A (Page 16)
BtoB Media Business - June 2011 - Audience Development (Page 17)
BtoB Media Business - June 2011 - Production (Page 18)
BtoB Media Business - June 2011 - Production (Page 19)
BtoB Media Business - June 2011 - Events (Page 20)
BtoB Media Business - June 2011 - People (Page 21)
BtoB Media Business - June 2011 - Benchmarks (Page 22)
BtoB Media Business - June 2011 - Benchmarks (Page 23)
BtoB Media Business - June 2011 - Benchmarks (Page 24)
BtoB Media Business - June 2011 - Benchmarks (Page 25)
BtoB Media Business - June 2011 - Endnote (Page 26)
BtoB Media Business - June 2011 - Endnote (Page Cover3)
BtoB Media Business - June 2011 - Endnote (Page Cover4)
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