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ABM's 'Devoured by the Influential' campaign draws strong response

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About a month after its launch, American Business Media's latest ad campaign is already showing positive returns.

The campaign, which debuted in early June and is slated to run through the end of the year, positions business media as a key component of any marketing plan. The artwork features an image of the human digestive track leading to the brain instead of the stomach. The copy reads: "Business Media. Devoured by the Influential."

Through the last week of June the campaign had generated 5,000 visits to ABM's Web site and a combined 2,500 downloads of a comprehensive Forrester Research study titled "The B2B Digital Marketing Shift" which shows where b-to-b marketing dollars are headed and a Harris Interactive study that explores the use of business media among corporate decision-makers. (See story, page 4.)

"We've never had a campaign produce this kind of action before, not just reaction," said ABM President-CEO Gordon Hughes II. "If you're talking about a new car or Lever Brothers soap, you would think the motivation is there, but research is not top of mind, so the early returns are very powerful."

Lee Goldstein, president of DiMassimo Inc., the New York agency that created the campaign, said: "It's making people stop and think about business media in a different way, and that was one of our goals stopping power."

The campaign features print, digital and face-to-face components. Print ads are running in Advertising Age and BtoB (both published by Crain Communications Inc.); titles in VNU's AdWeek Group; Chief Executive; and The Wall Street Journal. Ads are also running on several Web sites, including CFO.com and Forbes.com, and later this year will appear on WSJ.com.

Hughes said he hopes the early success of ABM's campaign will inspire b-to-b media companies to launch their own branding campaigns. "B-to-b media companies need to advertise," Hughes said, "because the more we recommend business media the more Madison Avenue considers us as an option."

CMP Technology has been running a corporate marketing campaign since September. IDG Corp. has no branding campaign running currently but may be planning one for the fall, with an emphasis on electronic messaging, said Howard Sholkin, IDG corporate communications director. Both Reed Business Information and VNU Business Media said they have no branding campaigns in the pipeline. M

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