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You Survived! Now What?

A Publisher s Post-Recession Checklist


Frank Finn Executive Vice President & COO Briefings Media Group, LLC

2011 Conference & Expo

About Briefings Media Group


Diversified B2B publishing & training company Headquartered in Richmond, Va. Product Lines:  Magazines  Newsletters

 Training Seminars & audio conferences  Training Products books, videos, multi-media programs, online courses

2011 Conference & Expo

About Briefings Media Group


Core mission:
 Provide valuable information to help business people grow their companies and succeed in their careers.

Website:
 www.briefingsmediagroup.com

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About Briefings Media Group


Markets/audiences served include:  Business management and communications

   

Human resources Industrial safety Healthcare facility managers Residential painting contractors

2011 Conference & Expo

About Briefings Media Group


Products include:  American Painting Contractor magazine  FacilityCare magazine  Communication Briefings newsletter  Workplace HR & Safety ezine  The Organized Executive newsletter  Bud to Boss seminar series  The Ultimate Communicator seminar series  Audio conferences and in-person events

2011 Conference & Expo

Congratulations!
You Survived . . .
   

The The The The

bursting of the housing bubble financial crisis jobless recovery rise of search

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Ad Page Decline Reversed


Ad Pages % Change
5% 0% -5% -10% -15% -20% -25% -30% -35% onsume BtoB 2008 2009 2010 2011

Sources: Consumer data: PIB. BtoB data: BIN. 2011 PIB thru June, BIN thru April

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Circulation Decline Continued


Consumer Ma azine Circulation % Change 0.00 2008 -0.50 -1.00 Consume -1.50 -2.00 -2.50 2009 2010 2011

Source: ABC FAS-FAX. 2011 First Half.

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The Landscape Has Changed

Were not in Kansas anymore, Toto!


2011 Conference & Expo

While You Were Fighting to Survive


Your Customers Options Have Multiplied Readers
 More places to get information

Advertisers
 Many more places to advertise

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Checklist Item #1
Identify Your Growth Areas Review Your Revenue Streams
 Advertising Print Online  Circulation Subscriptions Single Copy  Events  Ancillary Products
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Checklist Item #1
Where is revenue growing?
 Or remaining stable?  Flat is the new up!

Which revenue streams generate the highest contribution? What will it take to accelerate growth?

FOCUS!
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Checklist Item #2
Review Your Competition Your competitive set has probably changed
 596 magazines closed in 2009  176 magazines closed in 2010

Whos left in your space? Has their positioning changed?

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Checklist Item #2
Review Your Competition Case of PWC vs. American Painting Contractor
 Our head-to-head competitor  Residential painting contractor market

Fall 2010 PWC repositions


 New focus: architectural coatings  New name: Durability+Design  New audience: added architects & specifiers

Result: APC Ad Rev up 16%


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Checklist Item #2
Review Your Competition Let your customers define your competition
 Survey readers to identify where they are getting the content they want  Track circulation & mailing statements  Survey your advertisers to identify where they are spending their money  Monitor ad spending by key accounts

Look beyond print

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Checklist Item #3
Plot Competitive Moves Defend against attacks Go on the offense to exploit your strengths

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Checklist Item #4
Evaluate Your Core Product How does it measure up?
 In the eyes of readers?  In the eyes of advertisers?

Survey, survey, survey Invest in upgrading the things your customers care about

2011 Conference & Expo

Checklist Item #5
Evaluate Your Staff Can they execute your strategy?
 Editorial: Deliver quality content in multiple formats (print, web, etc.)  Ad sales: Sell print and digital? Sponsorships and ad schedules?  Circulation: Develop audiences across all platforms?

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Checklist Item #6
Surround Your Audience Be there wherever they turn
    

Strong print presence Strong online presence Events Ancillary products Social media

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Checklist Item #6
Surround Your Audience What about:
 Tablet editions?  Apps?  Mobile?

If your strategy is Me, too NO If they support your overall plan MAYBE
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Checklist Item #7
Consider Partnerships Extend your reach with a modest investment

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The Case of Government Executive


BtoB title owned by Atlantic Media New CEO Peter Goldstone We see five to seven opportunities.
    

Digital media Education Print Events Data, research & analytics


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The Case of Government Executive


First step:
 Redesign GE magazine  Print, really?  The audience demographic is really 40and 50-year-old people. They still rely heavily on the magazine.

Next step:
 Website redesign

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The Case of Briefings Media Group


Ad-supported magazines Subscription newsletters Training programs
   

UP DOWN UP

National seminars Regional seminars Videos & multimedia programs Audio conferences

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Whats Next?

e a survivor!
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Thank You!
Frank Finn, EVP & COO Briefings Media Group, LLC ffinn@briefingsmediagroup.com 804-762-9600 ext. 249

2011 Conference & Expo

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