This content has been moved to How Trade Magazines Can Take Advantage of Content Marketing on the Webbiquity blog.
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Contact Tom Pick: tomATwebmarketcentralDOTcom
Affichage des articles dont le libellé est Media. Afficher tous les articles
Affichage des articles dont le libellé est Media. Afficher tous les articles
mercredi 18 novembre 2009
lundi 9 novembre 2009
Will Content Marketing Kill Trade Publications?
This content has been moved to Will Content Marketing Kill Trade Magazines? on the Webbiquity blog.
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Contact Tom Pick: tomATwebmarketcentralDOTcom
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Contact Tom Pick: tomATwebmarketcentralDOTcom
lundi 19 novembre 2007
TechTarget Acquires KnowledgeStorm: The Impact on B2B Lead Generation
On November 7, TechTarget announced that it had acquired KnowledgeStorm for $58 million. The acquisition gives TechTarget--which gives them, in addition to their own huge opt-in base and network of portal sites, access to KnowledgeStorm's 800,000 subscribers, web properties and partners sites.
This is a clear win for TechTarget, and a loss for at least some KnowledgeStorm employees (a number of very talented people have already left the company, voluntarily or otherwise). It may also be a win for smaller players in the white paper and thought-leadership content syndication space, including FindWhitePapers.com, NetLine and Ziff Davis Enterprise, as well as Insight24 (which syndicates webcasts, video and podcasts). Even TechTarget (reluctantly) concedes that there will likely be current KnowledgeStorm content partners seeking new syndication sources.
The same week, CNet announced its acquisition of FindArticles, significantly expanding its content network.
Around the blogosphere, Barry Graubart at Content Matters argues that "TechTarget had previously acquired KnowledgeStorm competitor BitPipe, so they now have a solid lock on the IT white paper and lead gen market." (I suspect the folks at ITToolbox would disagree.) Marji at InfoCommerce Group believes "The combination of content and resources from both KnowledgeStorm and TechTarget should be win-win for the companies and the customers they serve (both content-seeking professionals and lead-seeking advertisers)." And Melissa Chang at sixteenthletter got some lively comment response to her statement that "With KnowledgeStorm and Bitpipe (TechTarget’s lead gen engine) teaming up, this leaves four major players: the Web Buyer’s Guide (Ziff Davis), IDG Connect, BNET (from CNET) and the KnowledgeStorm/Bitpipe combo."
Supplier consolidation is rarely good for consumers (in this case, B2B media buyers). However, there are still enough competitors in this space to provide buyers with some leverage; there is as of yet no player that dominates online B2B lead generation in the way that Google dominates search engine advertising. The consolidation of vendors will also simplify B2B media buying to some degree.
The M&A activity in B2B media mirrors acquisition activity on the online consumer marketing side, nicely covered on MediaPost by Tim Vanderhook. Vanderhook contends that consumers will be the winners in that battle, writing "If the ads they see are relevant to who they (consumers) are, what they are interested in, and where they are located, it becomes a win-win for all parties in the chain." It remains to be seen whether the same will hold true for business buyers.
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Contact Tom Pick: tomATwebmarketcentralDOTcom
lundi 25 juin 2007
Ziff Davis Sells Off Magazines
MediaPost reported this morning that Ziff Davis has announced plans to sell off the magazine titles in its Enterprise Group to a private equity firm. The sale includes print titles eWeek, CIO and Baseline magazine, as well as web properties eweek.com, webbuyersguide.com, cioinsight.com, baselinemag.com, Microsoft-watch.com, channelinsider.com and deviceforge.com.
I've addressed this phenomenon previously here in bemoaning the demise of CMO magazine. Magazine brands have value. Content has value (though possibly less on the web than in print). Printing has diminishing value, particularly in the technology publication space.
MediaPost noted that Z-D has "cut costs and reformulated itself as a Web-focused publisher" over the past few years. But if the value of magazines is in their brand, and Z-D is selling off the titles, the question is—Z-D is going to be a web-focused publisher of what exactly?
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Terms: print publications dying, print magazines declining, publishing, Ziff Davis, MediaPost, Enterprise Group
The online marketing business portal: WebMarketCentral.com
Contact Tom Pick: tomATwebmarketcentral.com
I've addressed this phenomenon previously here in bemoaning the demise of CMO magazine. Magazine brands have value. Content has value (though possibly less on the web than in print). Printing has diminishing value, particularly in the technology publication space.
MediaPost noted that Z-D has "cut costs and reformulated itself as a Web-focused publisher" over the past few years. But if the value of magazines is in their brand, and Z-D is selling off the titles, the question is—Z-D is going to be a web-focused publisher of what exactly?
*****
Terms: print publications dying, print magazines declining, publishing, Ziff Davis, MediaPost, Enterprise Group
The online marketing business portal: WebMarketCentral.com
Contact Tom Pick: tomATwebmarketcentral.com
mercredi 3 janvier 2007
Print Magazines Are Dying, but Their Brands Aren't
The fact it's been one year since one of my favorite print pubs, the award-winning CMO Magazine, ceased publishing got me reflecting on the state of print magazines. Printed publications will eventually go the way of printed checks (which are being replaced by check cards, which are in the early stage of being replaced by the human thumb, which will eventually be replaced by Humans 2.0) and CDs (downloads).
What killed CMO? Although Blackfriars blamed a slowdown in marketing spending generally, Joseph Jaffe and Web Ink Now seem closer to the truth: the publication failed to capitalize on its brand franchise. To survive, publishers will have to stop thinking in terms of format (print magazines) and focus instead on providing compelling content that attracts a quality audience, and is delivered in a variety of formats (print, website, blog, podcast, video, and whatever comes next). The printed page won't continue to attract advertisers indefinitely, but delivery of a targeted, high-quality audience -- in whatever format is used -- will. As Paul Conley and Hershel Sarbin put it, magazines "need to reinvent, redefine, and adapt to the demand for multi-platform delivery of content and audience."
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There's no question that print is declining. Overall subscription rates are falling, and subscribers are aging: as Don Dodge points out, the top ten magazines by U.S. circulation are now "AARP Magazine, AARP Bulletin, Readers Digest, TV Guide, Better Homes & Gardens, National Geographic, Good Housekeeping, Family Circle, Lady's Home Journal, and Woman's Day." Those aren't publications that will lose their readership to the web; they'll lose it to human mortality.
Mark Minosi doesn't feel that we have a suitable replacement yet for printed magazines, but that's a technology issue, not one of content. Again, as Dodge notes, "The blogosphere is doubling every 5 ½ months." For now, the delivery mechanism may be anything from an email on a Blackberry to a website or RSS feed on a big flat panel monitor; it may eventually move to something like electronic paper. In the end, the format doesn't matter -- the business model for delivering compelling content to a high quality audience, and delivering that high quality audience to advertisers, is what will save successful publishing brands.
*****
Terms: print publications dying, print magazines declining, publishing, blogging, Joseph Jaffe, Paul Conley, Don Dodge
The Internet website marketing portal: WebMarketCentral.com
Contact Tom Pick: tomATwebmarketcentral.com
What killed CMO? Although Blackfriars blamed a slowdown in marketing spending generally, Joseph Jaffe and Web Ink Now seem closer to the truth: the publication failed to capitalize on its brand franchise. To survive, publishers will have to stop thinking in terms of format (print magazines) and focus instead on providing compelling content that attracts a quality audience, and is delivered in a variety of formats (print, website, blog, podcast, video, and whatever comes next). The printed page won't continue to attract advertisers indefinitely, but delivery of a targeted, high-quality audience -- in whatever format is used -- will. As Paul Conley and Hershel Sarbin put it, magazines "need to reinvent, redefine, and adapt to the demand for multi-platform delivery of content and audience."
__________________________________________________________
This post sponsored by Marketing Tools from VerticalResponse
Create professional HTML Email and printed Postcard campaigns in minutes right from your browser. No technical expertise needed - Choose from over 250 templates. It's easy, affordable and powerful. Try it Free Today!
__________________________________________________________
There's no question that print is declining. Overall subscription rates are falling, and subscribers are aging: as Don Dodge points out, the top ten magazines by U.S. circulation are now "AARP Magazine, AARP Bulletin, Readers Digest, TV Guide, Better Homes & Gardens, National Geographic, Good Housekeeping, Family Circle, Lady's Home Journal, and Woman's Day." Those aren't publications that will lose their readership to the web; they'll lose it to human mortality.
Mark Minosi doesn't feel that we have a suitable replacement yet for printed magazines, but that's a technology issue, not one of content. Again, as Dodge notes, "The blogosphere is doubling every 5 ½ months." For now, the delivery mechanism may be anything from an email on a Blackberry to a website or RSS feed on a big flat panel monitor; it may eventually move to something like electronic paper. In the end, the format doesn't matter -- the business model for delivering compelling content to a high quality audience, and delivering that high quality audience to advertisers, is what will save successful publishing brands.
*****
Terms: print publications dying, print magazines declining, publishing, blogging, Joseph Jaffe, Paul Conley, Don Dodge
The Internet website marketing portal: WebMarketCentral.com
Contact Tom Pick: tomATwebmarketcentral.com
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