More than seven in 10 chief marketing officers say their 2009 budgets have been reduced from 2008 levels, with a majority—51%—indicating that their budgets had been slashed by at least 20%, according to a new study by Forrester Research. According to the company's “Q1 2009 Global CMO Recession Online Survey,” budgets for traditional media, such as TV, print, radio and magazines, were hardest hit; two-thirds of marketers whose budgets have been cut said they were taking the money out of these media. Moreover, CMOs reported more than half of their direct-mail budgets were gone. E-mail marketing budgets were reduced by 11%, while social media spending was cut by 7%.
Publishing rivals IDG TechNetwork and Ziff Davis Enterprise announced an agreement to work together on several initiatives. In the first phase of the pact, Ziff Davis Enterprise's Developer Shed Network, a portfolio of Web sites and online resources for the developer community, will join the IDG TechNetwork, an online ad network of more than 200 non-IDG publishers. Ziff Davis Enterprise said its Developer Shed Network attracts 8 million unique visitors per month.
In the latest effort to ward off federal regulation of behaviorally targeted advertising, a group of the nation's largest media and marketing trade associations has issued self-regulatory principles it says are sufficient to protect consumer privacy. The principles call for marketers that use ad-supported interactive media to clearly inform Internet viewers about data-collection practices and enable them to exercise control over their information. The principles were released by the American Association of Advertising Agencies, Association of National Advertisers, Direct Marketing Association, Interactive Advertising Bureau and Council of Better Business Bureaus.
Publishers launched 187 new magazines in the first half of this year, but a greater number of titles—279—folded during that period, according to MediaFinder.com's database of U.S. and Canadian periodicals. Business publications accounted for 46 of the new launches and 100 of the shutterings. “Since March 31, 77 magazines have been launched, while 184 have folded, compared with 110 launches and 95 closings in the first quarter,” Trish Hagood, president of Oxbridge Communications and MediaFinder, said in a statement.
Nielsen Co. announced the launch of a new panel for measuring Internet audiences that is eight times larger than its previous panel. The company said the new panel increases its measurement of Web sites from 3,000 to more than 30,000, provides better representation of Hispanics, teens and cell phone-only households, and improves coverage of multiple personal computers in households.
Search engine marketing expenditures stabilized in the second quarter after a series of accelerating quarterly declines, according to a report from search engine marketing technology company Efficient Frontier. According to the company's study, “U.S. Search Engine Performance Report: Q2 2009,” pay-per-click spending was down 21% in the second quarter of the year compared with the same period in 2008. That represented a slight improvement on the 23% year-over-year decline in the first quarter, which is indicative of growing stability, Efficient Frontier said.
Direct marketing and database holding company infoGroup has merged its Direct Media and Millard subsidiaries to form Direct Media Millard, a combined list brokerage and management operation. InfoGroup acquired Millard Group in late 2005 and Direct Media in January 2008. Both companies are part of the infoGroup Services Group, along with Walter Karl, Edith Roman, Triplex and Yesmail. Larry May, former president of Direct Media, has been named president of the combined organization.