The terrorist attacks on New York and Washington may focus attention on certain b-to-b media products that typically don’t get much exposure.
Aero-News.net, a 2-year-old Web site whose previous incarnation was as the monthly magazine U.S. Aviator, has had a surge in telephone calls from aviation industry marketers interested in advertising on the site, such as companies that deliver fuel or produce airplane wheels.
With some airlines in jeopardy because of the pending war, "those companies that are well-entrenched will come through things," said David Juwel, marketing manager for Aero-News.net. "They can’t cut marketing, which is the lifeblood of the company."
Juwel said Aero-News.net has received many inquiries from Fortune 200 companies. "People have discovered that aviation demographics are exactly the kind of customer they’re looking for someone who is middle-aged, is a decision-maker and has disposable income," he said.
Since the disasters in New York and Washington, Aero-News.net’s daily page views have doubled to between 600,000 and 800,000, according to Jim Campbell, editor in chief of the site and a test pilot. "It’s been nuts," said Campbell, who since the attacks has been interviewed by CNN, CNBC and the Armed Forces Radio, among other media outlets, about the challenges now facing the aviation industry. "Whether it’s a good story or a bad story, the smartest thing to do is to grow and become stronger."
Rusty Meador, president-CEO of Houston-based Gulf Publishing Co., whose titles include Hydrocarbon Processing, Pipe Line & Gas Industry and World Oil, said: "Any disruption in the oil supply is going to affect our business, but it’s increasingly hard to say [to what extent]. … If there’s an increase in the domestic oil supply, that will help our business."
A spokeswoman for Cahners Business Information, whose construction and retail division publishes several construction titles, including Construction, Construction Equipment and Contractor, said it was too early to tell how the attacks will affect the company’s portfolio of construction titles.