Top Trades 2006: Meetings & Conventions

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Meetings & Conventions

Company: Northstar Travel Media 2005 revenue: $40.3 million 2004 revenue: $28.8 million Revenue growth: 25% Circulation: 70,000

Following the 9/11 terrorist attacks, which had a chilling effect on business travel for several months, Meetings & Conventions had to reinvent its brand.

"We realized right away that there was a whole new set of opportunities available to the folks whom we had traditionally done business with, and it was up to us to create some new opportunities ourselves so we were not just running ad pages against the marketplace," said Bernie Schraer, group publisher of Meetings & Conventions , a monthly title published by Northstar Travel Media.

So in 2002 Schraer launched a sibling publication to Meetings & Conventions called T&E , which is shorthand for travel and expenses. The publication, which targets corporate travel managers and currently runs six times a year, has a circulation of 55,000.

The biggest editorial change in Meetings & Conventions has been its stepped-up coverage of procurement trends.

"We're delivering edit to help show meetings managers how to work in the procurement environment," Schraer said, "and we're getting great buy-in because it's such a hot topic."

Another editorial component that has appealed to advertisers: relationship-marketing events, in which the publication gathers readers and advertisers together.

"Advertisers not only get to reach all of the readers in the magazine but they get to meet and network with a select few highly qualified planners in a social setting," Schraer said. Fort Lauderdale, Phoenix and San Antonio, among other popular spots for meetings and conventions, have been venues for these events.

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