Frameworks For Successful Organizations 5.15.07

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Frameworks For Successful Organizations5.15.07

• Moderator
• Jeff Reinhardt, Managing Director Berkery,
  Noyes Co., LLC
• PanelistsBruce Bolger, President
• Selling CommunicationsDick Ryan, President
  CEO
• ZweigWhite

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Purpose Explore the current and future
frameworks for successful b2b media / information
companies
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ProcessPanelists will share examples of
structures (alternative and complimentary) for
successful business information, media and
marketing service organizations
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PayoffLeave with real options for you to build
out your customer relations, your brand
offerings, your staffs and your organizations
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FrameworkSet of assumptions, concepts, values
and practices that constitute a way of viewing
reality
Todays Discussion Framework of product and
service offerings
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Core to the frameworks of our business is our
vertical market expertise
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• What differentiates the panelists and their
  companies is how they apply their market
  expertise / where they focus the attention
• Big difference between what keeps you and your
  mgmt team up at night versus what keeps your
  customers (readers, attendees, advertisers,
  exhibitors) up at night
• Come to think of it, these companies are more
  likely to be considering what their customers are
  DOING to drive their organizations than what is
  keeping them up at night

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Caves to Mansions and many things in between
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Materials have changed
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As have the styles and frameworks
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As well as new unique offerings
Dual Master Bedrooms
Third floor laundry rooms
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Structural and Material Options

• Renovations- modest org changes
• Remodeling- restructuring
• Teardowns / Rebuilds- Major overhaul
• Add-ons- acquisitions
• --------------------------------------------------
  ------
• Databases
• Business Information / Trends
• Marketing Services
• Online Offerings
• Lead Generation
• Market Consulting
• Research
• ETC ETC ETC ETC

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Enough with the analogies

• And on to our panelists.

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A final analogy- add or renovate because you
need another bathroom in the house, or really
want to have a family home theater.. not to keep
up with the neighbors and hope that it will add
value to your house when you eventually sell it
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The New Face ofBusiness Media

• Redefining the role of the business publisher

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Business MediaFrom a Process Perspective
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Business Media Companies

• Publish content in print, online
• Produce trade shows and events
• Sell subscriptions or solicit controlled
  circulation
• Sell advertising

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Business Media From The Customer Perspective
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Readers Want

• News
• How-to and reference (service content)
• Profiles
• Products and services
• Entertainment
• Enrichment
• Career enhancement
• Ideas
• Inspiration

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What Advertisers Want

• Exposure they can measure or feel
• Qualified leads
• A database of people who want to hear from them
• Sales and market share
• Market intelligence

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Readers Buy Information, Not Magazines

• Advertisers Buy Business Development, Not
  Advertising

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A Top Magazine or Media CompanyIs More than a
Publisher
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Who Do Advertisers and Their Agencies Turn to
When they Need Market Expertise?

• The top magazines in their market

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The Best Media CompaniesLead Their Markets

• They know the consumers or buyers
• They know the suppliers
• Readers trust them for direction or information
• Suppliers come to them for expertise

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The Customer-Focused Media Company Sells

• The information or entertainment sought by its
  market in the desired format (Web, print,
  face-to-face, etc.)
• Exposure, leads, or databases of prospects
  through whatever means it takes
• Expertise and market knowledge

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Market Leaders Have What Marketers Need

• An audience
• Relationships with advertisers
• Expertise

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The Disconnect

• Many publishers fail to fully leverage their
  strengths to provide advertisers with a total
  solution
• Many have failed to profit from the economics of
  the Internet simply for fear of reducing the
  frequency or size of their print properties
• Many have failed to leverage their true expertise
  to the fullest extent possible.
• The big question Are we competing with ad
  agencies?

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The New Business Media CompanyMarket Expert

• A full-service solution to connecting buyers and
  sellers within marketplaces
• Media and Events to build audiences
• Marketing services to generate leads and build
  relationships.

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A Full Service Solution, With Revenue
Diversification

• Selling what customers really want solutions
• Generating revenue from new budgets
• Business strategies and consulting
• Training
• Web sites and sales materials
• Help with building permission databases

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The New Revenue Model?

• 40 percent print
• 30 percent electronic and face-to-face
• 30 percent marketing services

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Whats Required?

• The visionunderstanding your business from the
  customer point of view
• An internal championoften the publisher or a
  creative salesperson
• At least one project manager with a good team of
  freelancers
• Effective sales training from selling ads to
  selling solutions

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The Payoff

• Diversification
• Better margins
• Tighter relationships with advertisers

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Zweig Whites Organizational Framework

• FOR ABM PUBLISHERS SUMMIT
• NEW YORK CITY, MAY 15TH 2007

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Organizational Framework
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Organizational Framework