BtoB

Publishing executives discuss alternatives to print

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Amelia Island, Fla.—The American Business Media Annual Conference entered its third day Tuesday as b-to-b media company executives gathered to discuss the state of their industry. With b-to-b media ad pages declining 30% in the first two months of this year, it’s no surprise that much of the conference’s panel discussions and speeches have focused on digital media—in particular how media companies can generate revenue from Internet initiatives.

In a panel discussion Monday, Hanley Wood CEO Frank Anton and Matt Yorke, IDG Communications senior VP-sales and marketing, provided details of how each company has created a special sales team to provide custom marketing programs that include a mixture of online, events and print advertising for key accounts.

Both Anton and Yorke said print advertising is no longer the main selling point, especially in the current economic environment.

“Most of our customers don’t have advertising budgets anymore—they’re not advertising,” Anton said. “I’m exaggerating, but you get the picture. We continue to call on our customers this way, continue to go in leading with marketing solutions and marketing events instead of ad pages.”

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