BtoB Media Business - December 2006 - (Page 9)
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12-11-06 A 9 B2DB 12/1/2006 12:25 PM Page 1 FEATURE Illustration by Amanda
Duffy/Laughing-stock.com CUSTOM MEDIA COMES OF AGE As business publishers
rely less on traditional print revenue, they are in a prime position to
capitalize on the tremendous growth in custom publishing By Matthew
Schwartz D on’t tell Joe Pulizzi print is dead. Not when it comes to
custom publishing. ¶ Pulizzi, group director of Penton Custom Media and
chairman of American Business Media’s custom media committee, has seen
Penton’s custom media projects grow in number 20% to 25% this year.
“They like custom media because they can use it in sales promotion,
white papers and all kinds of things. It’s not at all static.” As
companies look for the most effective ways to distribute their marketing
dollars, the appeal of custom publishing is growing. Long gone are the
days when marketers paid for a custom publishing product because it was a
“nice” thing to do for their most loyal customers. In the current
climate, senior marketing executives are embracing custom publishing as a
way to cut through the media clutter, generate ad dollars and make their
brands stand out. “I’m talking to a good number of people about doing
quarterly [magazines] because their customers are being inundated with
e-media, and there’s still a hunger to get information in print products
with valuable editorial,” said Pulizzi, whose clients include the
American Red Cross, BAX Global, Chicago Mercantile Exchange and National
Association of Manufacturers. “I know my clients can come up to me and
say, ‘My customers are spending 45 minutes with my magazine. That’s 45
minutes they’re thinking about me and not my competition,’ ” Pulizzi
said. “Every CMO at every Fortune 1,000 company is either thinking about
or is already doing some sort of custom media project,” said Jane
Ottenberg, president of the Magazine Group, whose clients include the
American Council of Engineering Companies, CDW and the Consumer
Electronics Association. “They’re looking for custom media to augment
[overall marketing spending] and become a part of the strategy as much as
everything else.” The original narrowcasters Business publishers, the
original narrowcasters in what is increasingly becoming a narrowcasting
media universe, are in a strong position to take advantage of the growth
in custom media. A lot depends, of course, on how much they invest in the
platform. But as traditional sources of revenue shrink, publishers will
have look to alternatives, such as custom media, to fill in the gaps.
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Table of Contents for the Digital Edition of BtoB Media Business - December 2006
Table of Contents
Upfront
Special Report
Resource Guide
Endnote
Sales & Marketing
M&A
Events
Online
Circulation
Production
People
Benchmarks
BtoB Media Business - December 2006
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