McGraw-Hill Cos.' Washington, D.C.-based Defense Technology International announced a series of moves last month designed to enhance its standing in global defense markets, including plans to host its first executive event, the Defense Technology & Requirements Conference in February.
Around the same time, a new DTI Web portal will debut, with features for defense technology executives, and the magazine?which was launched in September 2005 and has a current circulation of 38,000?will bump frequency up to 10 times a year.
The inaugural event will take place Feb. 14-15 in Washington, D.C., at the National Press Club in partnership with Aviation Week, the group's flagship publication.
"We wanted to secure an even stronger foothold in the marketplace," said Joe D'Andrea, senior marketing manager for McGraw-Hill. DTI falls under the McGraw-Hill Aerospace & Defense Group banner. It had formerly been called Aviation Week Group before its rebranding in February to help expand its sphere of influence into the broader A&D sector.
D'Andrea said the approach is consistent with McGraw-Hill's media model of building out multiple brand touch points for new products, which tend to begin with print and then branch out to include online and events.
Intended to become an annual event, the Defense Technology & Requirements Conference is expected to appeal to military, government and defense industry decision-makers, as well as defense infrastructure opinion leaders who are interested in networking and collaborating around defense technology.
In a statement, DTI Publisher Greg Hamilton attributed DTI's early success to its recognition of the information gap within the global defense industry and its ability to provide resources and global perspective to readers.
"Advanced technology is the largest and fastest-growing component of the global defense industry, but also the least understood in terms of the interrelationships that drive requirements and funding decisions," Hamilton said.
As a member of the event's editorial advisory board, DTI's Editor in Chief Sharon Weinberger will play an integral role in establishing a solid agenda for the new show to address critical issues for attendees.
Aviation Week hosts a dozen events annually in the U.S., Europe and Asia under the Aviation Week Conferences and Exhibitions umbrella. These events cover the maintenance and repair overhaul, defense and programs market.
DTI is employing a number of strategies to get the word out and market the new show, D'Andrea said. Direct mail, print advertising in its own publications and online advertising will each play a role. In addition, database marketing will be conducted in concert with other companies.
This latest foray into the defense industry seems to be taking hold, unlike the group's initial efforts. In 2001, McGraw-Hill was among the first media companies to address homeland security issues in the post-9/11 world and the efforts may have been ahead of their time.
It held a homeland security conference in November 2001 and launched "Homeland Security & Defense," a paid print and e-newsletter in January 2002. About two years later, both newsletters were folded back into Aviation Week & Space Technology and sibling publication Engineering News-Record when the company decided homeland security was not a standalone industry, but rather intertwined with various industries, including aviation, construction and energy. M