Amelia Island, Fla.—The successful b-to-b media company of the future must produce timely, relevant content while working in a more collaborative way with marketers that are stepping up their own content creation, according to a panel of industry executives who spoke Monday at the American Business Media Annual Conference here.
Moderator Tony Uphoff, CEO of Business.com, kicked off the forward-looking session by saying, “The infusion of new technology isn't scaling our business, it's challenging it.”
Abraham Langer, COO of 1105 Media, followed with a blunt assessment of the advertising business model that drove b-to-b media for generations. “That old model is dead,” he said. “What's not dead is the more basic proposition of b-to-b media, which is connecting buyers and sellers.”
Langer said different channels have different audiences and that publishers must tailor content accordingly. “At the end of the day it's reaching everyone through these channels,” he said.
Serving up quality content and studying how users respond to it will enable media companies to monetize their distinct audiences, he said.
Penton Media CEO David Kieselstein, said, “The way this business is going to work is putting users at the center.” This includes "day-parting,' targeting people at specific times of the day based on their media consumption patterns, he said.
Russell Glass, CEO of Bizo Inc., said, “Your customers are all out-producing you when it comes to content.” But that's not necessarily cause for concern, he said.
“The opportunity there is integration,” Glass said. “It's to partner with advertisers in a much more cohesive way.” He said this should include integration with advertisers' data analytics systems, which is critical to showing how media companies affect the buying funnel.