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Top Trades 2007: ‘Meeting News’

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In the last two years, Meeting News has gradually reduced its circulation from 60,000 to 45,000, which might normally be a discouraging sign for marketers such as Walt Disney Co. and the Bahamas that use the publication to plug their meeting spaces. But the circulation cuts have been by design, as Meeting News is packaged to advertisers along with sibling publication Successful Meetings for a total print run of 117,000.

"We present advertisers with a one-two punch," said Scott Pierce, VP at Nielsen Business Media's Travel Network. "Meeting News covers the `what is' of the marketplace and Successful Meetings covers the `how to.' "

Together, the magazines reach a significant percentage of the meeting executives who spend $125 billion annually on attracting, planning and executing meetings, Pierce said. These executives include the many part-time meeting planners and full-time meeting departments of Fortune 1,000 companies.

Combining the two titles for advertisers has proved to be an effective formula. In 2006, ad pages for Meeting News grew 22% to 815, from 667, according to IMS-The Auditor. "We get them all, from big to small to everything in between," Pierce said referring to the magazine's ad base. Mainstay advertisers include the Orlando Convention & Visitors Bureau; the cities of Las Vegas, Miami and Phoenix; and major hotel chains such as Hilton, Hyatt and Marriott.

"The way we approach advertisers is to go in and say, `We can create a marketing plan that uses magazines, Web sites and face-to-face events,' " Pierce said. Meeting News also offers Meetings Marketplace, a series of eight annual events throughout the country that bring together meeting planners and vendors.

Pierce said the steady growth of the Internet has also fueled ad page growth at Meeting News. "I've been hearing that meetings would diminish because of the Web, but in fact the opposite has happened," he said. "Because the Web creates new relationships, sooner or later you're going to have to meet with everyone you do business with … and companies need to invest in those relationships."

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