Posts Tagged ‘Publish’

The markets are down (again) so let’s talk about marketing instead

Wednesday, October 8th, 2008

My latest article has just been posted on The Industry StandardFive ways media companies can take advantage of the shift to performance-based media.

New dollar billWith the markets down 30% year-to-date and nations around the world joining the U.S. in an economic downward spiral, it might feel like anything related to the economy or spending money is bad news. But there are bright sides to any situation if you look at it from a different perspective, and this situation is no exception.

When the economy dips, and companies take a hit, one of their first budgets to be cut is often the marketing budget. Marketing can feel like unnecessary spending for businesses, and it’s easy to cut one month and then quickly pick up the next month again when the company is doing better.

During the dotcom bust of the early 2000’s, I was working for Publish magazine, a trade magazine/Website focused on “Internet communication.” That magazine, like many others (including The industry Standard) folded due to the bad economy and the cut that IT companies were making to their marketing budgets.

But those were the days before performance-based media. Google, the leader (and pioneer) of PPC and performance-based advertising, launched its AdSense program in October 2000, but it didn’t gain traction until 2002. At that time, marketing budgets were easy to cut because marketing execs couldn’t prove ROI on the money they were spending. But today, when $1 out is easily measured to x dollars back, I believe that companies that provide performance-based advertising options will be insulated (a bit) from the downturn.

This isn’t to say that companies will be entirely shielded. But when some amount of revenue is easily tied back to a smaller amount of spending, companies will not be inclined to cut that spending.

Dollar bill by reubenaingber

Bye, bye Business 2.0

Friday, October 5th, 2007

Business 2.0 final coverI’m at Logan Airport in Boston, heading out on a weekend trip to visit my friends in Baltimore, and I just ran across the final issue of Business 2.0 and had to buy it. Reading the final issue of this magazine is going to be like saying good-bye to an old friend for me. I can’t say that I read every issue since the magazine launched almost a decade ago, but I was a subscriber for years, particularly during my time at executive editor of Publish magazine when I would read every issue from cover-to-cover and stick post-it notes to its pages when an article gave me inspiration for a story. (That happened often!) During those days, Business 2.0 and The Industry Standard were the print publications to beat. The boom was, well, booming and marketing dollars were flowing toward both of these publications – it was not uncommon for a single issue to have up to 600 pages. At the time, if even the shadow of Business 2.0 fell upon you, you were blessed. So we transitioned the audience of Publish magazine from “graphic designers” to “Internet communication professionals” to try to share a tiny bit of the space. The magazine continued to inspire media ventures through its years, including Michael Arrington’s, who writes, “The story style and content was a big inspiration for starting TechCrunch, even though we are a poor imitation and rarely do it justice.”
I could not have put it better. I have a tremendous amount of respect for that publication and really fond memories of those days before I moved full time to the Internet. So long, Business 2.0. I’m sad to see you go.

(As an aside, I just visited the old Web site for The Industry Standard, and on that site there’s a note that says “Coming back…The Industry Standard”)