BtoB Media Business - October 2012 - (Page 14)

SALES & MARKETING Sales & Marketing ‘Aviation Week’ relaunches Magazine’s redesign follows major investments in data and digital platforms AD VANTAGES ‘USA Today’ offers larger ad units n September, Gannett Co.’s USA Today rolled out a dramatic redesign of its print, Web and mobile products. Larry Kramer, president-publisher of USA Today, spoke with Media Business about some of the changes. Media Business: How will the redesign help BIO boost the appeal LARRY of your print KRAMER product among Presidentadvertisers? publisher, ‘USA Today’ Larry Kramer: Among other things, we think it will bring in more readers, which helps advertisers. But it’s designed really to be a much more interactive device, meaning we’re programming the whole paper and we’re challenging advertisers to be as bold as we are. We’re going to offer more interesting positions, the ability to sponsor more areas of the paper and certain types of coverage. And the paper is now much more closely tied to a lot of our digital platforms. So I think the idea of doing multiplatform campaigns will be more appealing. MB: The revamped website resembles a tablet version of the newspaper. Will that attract bigger advertising budgets? Kramer: Absolutely. There are a couple things happening there at once. Yes, we’re using the horizontal navigation that you’re used to in a tablet. More important, we’ve changed the advertising so that it’s much bigger units and (the ad) is always above the fold. … By recreating the page-turning methodology, it makes it easier to present an advertiser on a full page because a reader doesn’t feel trapped, or blocked or angry that something came down and blocked his content. M its digital products, including a redesign of cGraw-Hill Cos.’ July relaunch of AviationWeek.com that debuted in April. In Aviation Week & Space Technolo- August, AviationWeek.com garnered 2.2 milgy was the latest in a series of ini- lion page views and 450,000 unique monthly tiatives designed to boost the brand’s audi- visitors, according to Webtrends. ence and create more integrated marketing The revamped AviationWeek.com, which packages. had last undergone a major redesign in 2007, The redesigned magazine features ex- offers several new advertising units. panded coverage of defense technology and “There’s enormous pressure on digital asMRO (maintenance, repair and overhaul) con- sets, digital content, digital subscriptions, tent. Previously, those topics were covered in digital media,” McMahon said. “Our platstandalone publications with monthly fre- forms hadn’t gotten a major overhaul in quencies. many years, so when we saw the change and “AW&ST has traditionally provided ad- where the growth was going to continue to vertisers with targeted demove, we knew we needed mographic buys, but never to make an investment.” these critical content areas She added that the since they were standalone,” changes provide “more arsesaid Anne McMahon, VPnal” for the sales force. “This data, analytics and marketgives advertisers one place to ing at Aviation Week. “It’s really go, and now we can now a model that focuses on also integrate more in terms both content and audience of digital opportunities that expansion.” can come with it,” she said. The brand was also re“As we develop apps and we launched on mobile platdo a lot of coverage around forms. events that [are] digital, you With the latest changes, can really take some of those Aviation Week has expanded market moments and conits reach to 30,000 additional McGraw-Hill Cos. relaunched nect the dots across the portdecision-makers in the avia- ‘Aviation Week & Space folio much easier.” Technology’ in July. tion, aerospace and defense Aviation Week is promotsectors, raising the publication’s total circula- ing the various changes via email marketing, tion to 116,000. direct mail, house ads (both print and online) Earlier this year, the brand expanded its and social media channels. aircraft fleet database, which now contains “We’ve had lots of transition and lots of detailed information on 120,000 aircraft change,” McMahon said. “We’ve made a worldwide. tremendous investment in data, talent [and] The new data and analytics capabilities are technology, and in AW&ST it’s leveraging an being integrated with the subscription ser- investment in audience that we’ve spent years vices Aviation Week Intelligence Network building.” (AWIN) and MRO Prospector. McMahon said she expects Aviation Week “We continue to invest, and we’re going to build on the changes by ramping up prodto invest even more, in audience and con- uct development that focuses on digital plays, tent,” McMahon said. “But delivery, plat- data and marketing services. forms, streamlining choices—some of this is In another change, Joseph Anselmo was really trying to make things simpler for peo- named as Aviation Week’s next editor in chief ple to buy from us and integrate.” last month. He will take charge in December, In addition to beefing up its fleet database, succeeding Anthony Velocci Jr., who is retirAviation Week invested in a new platform for ing after 23 years at the magazine. BY MATTHEW SCHWARTZ I —M.S. 14 | Media Business | October 2012 | mediabusinessonline.com http://www.AviationWeek.com http://www.AviationWeek.com http://www.AviationWeek.com http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - October 2012

BtoB Media Business - October 2012
Table of Contents
Upfront
Cover Story
Special Report
Sales & Marketing
M&A
Production
People
Benchmarks
Endnote

BtoB Media Business - October 2012