BtoB Media Business - September 2010 - (Page 18)

People On the Move Former Meredith president named CEO of Time Inc. Time Warner announced that Jack Griffin has been named CEO of Time Inc. He succeeds Ann Moore, who is retiring. Griffin was previously president of Meredith Corp.’s national media group. Under Griffin, Meredith was noted for creating Meredith Integrated Marketing, a digital marketing services unit. PROFILE PEOPLE Penton’s new VP-audience development bets on data quality to drive digital future B Hentges joins CBS Interactive as CFO CBS Interactive, whose properties include CNET and BNET, announced that Mary Hentges has been named exec VP-CFO. Hentges was previously VP-finance and CFO of PayPal. Prior to PayPal, she worked for Agilent Technologies and Hewlett-Packard Co. Dow Jones announces two promotions Dow Jones Co. announced that David Chivers has been appointed VP of Factiva products, a newly created position. In addition to overseeing Factiva, Chivers will also have responsibility for the Wall Street Journal Professional Edition. Previously, he was executive director of WSJ.com. Additionally, The Wall Street Journal has promoted Mark Fishkin to VP-digital sales and marketing. He will oversee advertising sales management and strategy for the Wall Street Journal Digital Network. Fishkin had been executive director-digital solutions since January 2008. Hammond chosen as VPstrategic marketing for ‘Variety’ Reed Business Information’s Variety announced that Madelyn Hammond has been promoted to VP-strategic marketing for Variety as well as publisher of Vlife, a lifestyle magazine. As publisher of Vlife, Hammond is responsible how the audience is perceiving our brand.” rad Mehl’s strategy in the push to domMehl said he expects to see the company inate a competitive media environment grow both webinars and continuing educais clear: “Whoever has the best data tion programs, and also explore products that wins,” he said. could deliver real-time commodity pricing to The new VP-audience key markets. Brad Mehl development at Penton Me“We’re going to see Company: Penton dia plans to build market inoverall a continued shift to Media sights that will help the comgrowth on the Web,” he Location: New pany secure wins across 17 said. “Not just ad dollars, alYork Title: VP-audience though that’s a big trend, diverse verticals. He took the position at Penton in July, development and research but more in data-driven joining a company that is in- Big move: Former VP of products. The Web provesting in the expansion of ThomasNet.com brings Web vides a variety of revenue expertise to Penton as the comits digital offerings after pany moves to strengthen its stream possibilities.” emerging earlier this year online presence Addressing the audience from bankruptcy protection. Core responsibilities: Growat Penton is not simply a “The opportunity to help ing audience across Penton matter of broad strokes, accelerate the transformation brands in 17 markets while inMehl said. Analysis must acat Penton was totally irre- creasing revenue from data and count not only for audience market research sistible,” Mehl said. “I’m needs and habits in diverse talking about new revenue streams, new uses verticals but also the needs and habits disfor content, new targeting possibilities—really played by the various populations that make just helping shape the digital future of this up each vertical. company. Penton has leading brands in its “There is a great level of segmentation,” he markets, and there is a tremendous amount of said. “Some things just work well on the Interraw material in terms of assets to work with.” net, like a streamlined Web form that captures Mehl will be responsible for developing best 40% more information or an approach to sharpractices for marketing to audiences such as fire ing content. Then you’ve got things that just chiefs and electrical engineers, as well as provid- work well for specific markets, given the nuing product development insights. He will also ances of those markets.” steer the growth of the company’s research and Frequent search terms can be flagged, for data capabilities, assets that will then be mone- example, and Penton can develop new contized in the custom advertising sales group. tent around those terms, giving the company Mehl already rolled out a new process to increased agility as it adapts to audience help the company better understand its audi- needs. The research will also allow Penton to ence. “Penton had some decent Web tracking strategically move forward digital initiatives in place, but the idea is to take it to the next that include blogs, e-newsletters and mobile level through new methodologies and … new offerings. technologies,” Mehl said. “We define the auHoning both marketing message and condience segments, and we look at online behav- tent is key, Mehl said. “It’s really important that ioral data and survey data to really articulate we speak the language of our audiences.” BY CHARLOTTE WOOLARD for consumer-oriented ad sales and all marketing activities associated with the publication. Meredith Integrated Marketing names chief creative officer Meredith Corp. announced that Tony Platt has been promoted to chief creative officer for the CRM and custom publishing practice at Meredith Integrated Marketing. In this new position, Platt will oversee creative output in custom content creation and customer relationship management for all MIM clients. Platt joined Meredith in 2005 after stints in the creative departments at Grey Direct/West, Wunderman Worldwide, Arnold, Digitas and the Martin Agency. 18 | Media Business | September 2010 | mediabusinessonline.com http://www.ThomasNet.com http://www.WSJ.com http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - September 2010

BtoB Media Business - September 2010
Contents
ABM/ANA Study Looks at Marketers’ Plans
Forecast Uncertain for B-to-B Media M&A Activity
New Delivery Channels Help Boost Revenue
Sales & Marketing
Audience Development
Events
Production
People
Benchmarks
Lessons to be Learned From General Patton

BtoB Media Business - September 2010