eMartin.net Newsletter November 2005
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TechTarget - a Successful B2B Model?
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Will such Reports of Success help our Business?
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The Social Customer Manifesto
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Digital Magazine Forum: B2B Users 'Worth More' Than Print
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Yahoo, AOL and MSN: Sorry, We're Sold Out
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More on HEM Weblog on Media, Marketing & Internet
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The New Digital Tools - Blogs, Podcasts, RSS, Social Software and Social Networks (PDF)
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B2B Publisher: How to Sell Sponsored Webinar's
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9 |
The Kelsey Group: On Local Media Space and Opportunities
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Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers (Hardcover) by Robert Scoble, Shel Israel
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11 |
International CES 2006 January 5 - 8, Las Vegas, NV, USA
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TechTarget - a Successful B2B Model?
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We have been discussing the business model of TechTarget and disagreed on
many aspects. Trying to get some more information, I found this statement
from Alan Meckler - and it leans towards my viewpoint.
TechTarget received funds of 120 Mio. USD. They do not talk about turnover
(according to Folio: about 80 Mio. USD in 2004, but incl. Bitpipe closed
2005) and profit, but a lot about growth and awards - and I admit, they
have good (but not exclusive) information.
See what Alan Meckler said:
TechTarget is an interesting and newsworthy trade publishing company that
is blending online with actual print magazine launches. TechTarget has
received lots of press as it periodically produces press releases citing
record revenue growth.
TechTarget put itself up for sale. Apparently, several media companies
bid, but none of the bids was to the liking (HEM: above, or close to 600
Mio. USD) of TechTarget. Last week TechTarget announced that it was
withdrawing from a sale and instead would pursue an IPO in 2006.
Some observations: I have always questioned why TechTarget would run
magazines. I presume an IPO prospectus will tell us about their magazine
business, but I cannot see Wall Street getting excited about a trade
magazine company in the tech space. I am fairly certain that in the coming
years there is no place for tech trade magazines. They are doomed by costs
of production and distribution and by the fact that tech information is
needed 'yesterday' and not in a week or a month .
Alan's Full Statement on TechTarget
Folio: Tech Target Buys White Paper Distributor for $40 Million
More from Folio: about TechTarget
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Will such Reports of Success help our Business?
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Dr. Joe Webb has released a strong comment on the latest ad page report of
ABM and Magazine.org. He wrote on his blog:
American Business Media released September ad pages data. Compared to
2004, pages were up 1.96%. For the year, they are up 2.12%. Both rates are
less that real GDP growth, so ad pages are lagging the economy growth rate
by about a third. In terms of current dollars, because ABM does not adjust
for inflation, their growth rate of 4.6% must be compared to a current
dollar GDP growth of about 6.5%, also lagging by about one third.
While November data for consumer magazines will be out in the next week,
taking a look at October numbers shows a decline compared to 2004 for the
month of -2.1%, up for the year at 0.6%. The trend is not getting better,
and it may be in decline for the year by the time November and December
data are reported.
ABM BIN September
Magazine.org Report November 2005
Dr. Joe Webb Report
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The Social Customer Manifesto
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After the The Cluetrain and We the Media manifest it is high-time for the
The Social Customer Manifesto. It is not complete and Christopher Carfi
invites you to develop it. Here the Manifesto is and it is all about
participation on fair and equal terms:
1. I want to have a say.
2. I don't want to do business with idiots.
3. I want to know when something is wrong, and what you're going to do to
fix it.
4. I want to help shape things that I'll find useful.
5. I want to connect with others who are working on similar problems.
6. I don't want to be called by another salesperson. Ever. (Unless they
have something useful. Then I want it yesterday.)
7. I want to buy things on my schedule, not yours. I don't care if it's
the end of your quarter.
8. I want to know your selling process.
9. I want to tell you when you're screwing up. Conversely, I'm happy to
tell you the things that you are doing well. I may even tell you what your
competitors are doing.
10. I want to do business with companies that act in a transparent and
ethical manner.
11. I want to know what's next. We're in partnership.where should we go?
The Social Customer Manifesto
About Christopher Carfi
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Digital Magazine Forum: B2B Users 'Worth More' Than Print
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Dorian Benkoil reported on paidcontent.org from the Digital Magazine Forum:
Bob Carrigan, president of publishers IDG, says that for his B2B
publications, an online user is worth more than in print, because
the 'effective CPM' is much higher. They make a lot from lead generation,
as much as $100-$200, and charge in tiers depending on how qualified the
lead is (for example, whether it converts, how much info there is, how
well the information integrates automatically with the marketer's sales
system, and so on). He's not calculating how much it costs to produce the
content - in some cases, it was produced for a magazine like PC World or
MacWorld, or by their print staffs and then put online.
Nevertheless, he said, part of why his B2B users are worth so much online
is that because inventory for his tech-oriented publications online is so
tight, he's able to charge phenomenal CPMs online, from $50 on up.
He also said there are more online advertisers than in print, though the
aggregate online advertising dollars are not as high because advertisers
can buy a smaller, targeted slice online than in print.
What's the Circulation?
Just because circulation is 'verifiable' online, doesn't mean there's no
controversy. Folks at the conference today are talking about what
qualifies as a verified audit and how it applies to the offline world. For
example, if you've subscribed to the online edition of a magazine, and get
an e-mail notification that it's available, that can according to
auditors' rules be counted as 'delivery' so the advertiser can be charged
for ads. More .
Dorian Reports on the Digital Magazine Forum: B2B Users 'Worth More'
Digital Magazine Forum: Audit or Money?
Digital Magazine Forum: What's the Circulation?
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Yahoo, AOL and MSN: Sorry, We're Sold Out
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The front pages of major Web portals have been sold out of their prime
real estate for months and even years on end. Ad buyers are complaining
that bookings on Yahoo, AOL, and MSN are placed so far in advance their
campaigns run the risk of no longer being relevant once the time comes to
post the ads. Full article on WSJ (paid subscription required)
Mediapost reports on WSJ article: Sorry, we're Sold Out
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More on HEM Weblog on Media, Marketing & Internet
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The New Digital Tools - Blogs, Podcasts, RSS, Social Software and Social Networks (PDF)
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B2B Publisher: How to Sell Sponsored Webinar's
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We mentioned 'Webinar's as a business opportunity and revenue stream for
publisher, which works well in US (e.g. Penton, PennWell)
MarketingSherpa's Publication ContentBiz has a Special Report on the
subject, sharing experience, samples and some links for additional
resources:
Special Report Part 1:
How to Sell Sponsored Webinar's
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The Kelsey Group: On Local Media Space and Opportunities
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Carlotta Mast from The Kelsey Group wrote a white paper on
'Mobil Local search and Directory: Understanding the Opportunity'
"The explosive growth in the number of wireless devices worldwide has
created a sense that it is only a matter of time before most local
commercial searches are conducted from a mobile device, using a voice
interface, miniature Web browser or some other interface ..."
The Kelsey Group forecasts that annual local search volume could exceed 20
billion searches in 2006, making a share of 20 % of all search requests
More about the White paper
The White paper download (PDF) Subscription only!
The Kelsey Group: Prognosis annual local search volume 2006
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Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers (Hardcover) by Robert Scoble, Shel Israel
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According to Robert Scoble and Shel Israe, blogs offer businesses
something that has long been lacking in their communication with customers-
meaningful dialogue. Devoid of corporate-speak and empty promises,
business blogs can humanize communication, bringing companies and their
constituencies together in a way that improves both image and bottom line.
More on Naked Conversations - the Blog
Pre-ordering on Amazon.com
Pre-ordering on Amazon.de
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International CES 2006 January 5 - 8, Las Vegas, NV, USA
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The International Consumer Electronics Show (CES) is the world's largest
annual tradeshow for consumer technology and America's largest annual
tradeshow of any kind.
Information and Registration at
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© Copyright
2005 mcc consulting Hugo E. Martin |
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