BtoB Media Business - December 2006 - (Page 9)

Warning : session_start : The session id contains invalid characters, valid characters are only a-z, A-Z and 0-9 in /mnt/data/www.nxtbook.com/fx/config_1.3/global.php on line 9 Warning : session_start : Cannot send session cache limiter - headers already sent output started at /mnt/data/www.nxtbook.com/fx/config_1.3/global.php:9 in /mnt/data/www.nxtbook.com/fx/config_1.3/global.php on line 9 Warning : Cannot modify header information - headers already sent by output started at /mnt/data/www.nxtbook.com/fx/config_1.3/global.php:9 in /mnt/data/www.nxtbook.com/fx/config_1.3/global.php on line 10 MB _ 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. mediabusinessonline.com | December 2006 | Media Business | 9 Warning : Unknown : The session id contains invalid characters, valid characters are only a-z, A-Z and 0-9 in Unknown on line 0 Warning : Unknown : Failed to write session data files . Please verify that the current setting of session.save_path is correct /var/lib/php/session in Unknown on line 0 http://mediabusinessonline.com

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

https://www.nxtbook.com/nxtbooks/crain/mb1112
https://www.nxtbook.com/nxtbooks/crain/mb1012
https://www.nxtbook.com/nxtbooks/crain/mb0912
https://www.nxtbook.com/nxtbooks/crain/mb0212
https://www.nxtbook.com/nxtbooks/crain/mb0312
https://www.nxtbook.com/nxtbooks/crain/mb0412
https://www.nxtbook.com/nxtbooks/crain/mb0612
https://www.nxtbook.com/nxtbooks/crain/mb0512
https://www.nxtbook.com/nxtbooks/crain/mb1111
https://www.nxtbook.com/nxtbooks/crain/mb1011
https://www.nxtbook.com/nxtbooks/crain/mb0911
https://www.nxtbook.com/nxtbooks/crain/mb0611
https://www.nxtbook.com/nxtbooks/crain/mb0511
https://www.nxtbook.com/nxtbooks/crain/mb0411
https://www.nxtbook.com/nxtbooks/crain/mb0311
https://www.nxtbook.com/nxtbooks/crain/mb0211
https://www.nxtbook.com/nxtbooks/crain/mb1210
https://www.nxtbook.com/nxtbooks/crain/mb1110
https://www.nxtbook.com/nxtbooks/crain/mb1010
https://www.nxtbook.com/nxtbooks/crain/mb0910
https://www.nxtbook.com/nxtbooks/crain/mb0710
https://www.nxtbook.com/nxtbooks/crain/mb0610
https://www.nxtbook.com/nxtbooks/crain/mb0510
https://www.nxtbook.com/nxtbooks/crain/mb0410
https://www.nxtbook.com/nxtbooks/crain/mb0310
https://www.nxtbook.com/nxtbooks/crain/mb0210
https://www.nxtbook.com/nxtbooks/crain/mb1209
https://www.nxtbook.com/nxtbooks/crain/mb1109
https://www.nxtbook.com/nxtbooks/crain/mb1009
https://www.nxtbook.com/nxtbooks/crain/mb0909
https://www.nxtbook.com/nxtbooks/crain/mb0709
https://www.nxtbook.com/nxtbooks/crain/mb0609
https://www.nxtbook.com/nxtbooks/crain/mb0509
https://www.nxtbook.com/nxtbooks/crain/mb0409
https://www.nxtbook.com/nxtbooks/crain/mb0309
https://www.nxtbook.com/nxtbooks/crain/mb0209
https://www.nxtbook.com/nxtbooks/crain/mb1208
https://www.nxtbook.com/nxtbooks/crain/mb1108
https://www.nxtbook.com/nxtbooks/crain/mb1008
https://www.nxtbook.com/nxtbooks/crain/mb0908
https://www.nxtbook.com/nxtbooks/crain/mb0708
https://www.nxtbook.com/nxtbooks/crain/mb0608
https://www.nxtbook.com/nxtbooks/crain/mb0508
https://www.nxtbook.com/nxtbooks/crain/mb0408
https://www.nxtbook.com/nxtbooks/crain/mb0308
https://www.nxtbook.com/nxtbooks/crain/mb0208
https://www.nxtbook.com/nxtbooks/crain/mb0108
https://www.nxtbook.com/nxtbooks/crain/mb0707
https://www.nxtbook.com/nxtbooks/crain/mb0607
https://www.nxtbook.com/nxtbooks/crain/mb0507
https://www.nxtbook.com/nxtbooks/crain/mb0407
https://www.nxtbook.com/nxtbooks/crain/mb0307
https://www.nxtbook.com/nxtbooks/crain/mb0207
https://www.nxtbook.com/nxtbooks/crain/mb0107
https://www.nxtbook.com/nxtbooks/crain/mb1206
https://www.nxtbookmedia.com