BtoB articles from November 2004

BtoB archives from November 2004

The good, the bad, the really hard to read.(Chasers)
November 8, 2004... A random walk through the business press reveals a broad range of quality in b-to-b ads. On the high end of the scale was a case history/testimonial ad for Trilogy, maker of industry-specific enterprise software. One of its customers is...

Cut to the Chase: TV; Jani-King.(Chasers)(Brief Article)
November 8, 2004... Company: Jani-King, Dallas Agency: In-house Market: Plant managers, corporate management Quick chase: We're always suspicious of celebrity endorsers who may only have a faint familiarity with the product they're pitching. That's why we weren't...

Cut to the Chase: Print; MasterCard.(Chasers)(Brief Article)
November 8, 2004... Company: MasterCard, Purchase, N.Y. Agency: McCann-Erickson, New York Market: Small businesses Quick chase: Balled-up sheets of paper from a legal pad are an apt image to lure an entrepreneur. After all, nothing beats the old-fashioned pen and...

Goat or Gloat.(Chasers)(Brief Article)
November 8, 2004... Company: PricewaterhouseCoopers, New York Agency: Hill Holliday, New York Market: CEOs Quick chase: PricewaterhouseCoopers' ad has an important message about findings from an audit committee symposium it hosted in Washington, D.C. The findings...

Beyond the Biz: Trials, tribulations of co-marketing to the jet set.(News)(Oasis Day Spa)(Column)
November 8, 2004... Byline: Mary E. Morrison Opening a business in an airport is no small task these days. Ask Bruce Schoenberg, co-owner of Oasis Day Spa, which will be opening its newest location Nov. 22 in Terminal 6 at New York's John F. Kennedy...

In Direct; DM spending on the upswing.(Direct & Database)(direct marketing )(Brief Article)
November 8, 2004... Marketers are projected to spend $186 billion this year on all U.S. direct response marketing media tracked by the Direct Marketing Association, a 9% increase over last year. U.S. marketers are expected to generate a total of $2.2 trillion in...

Up & Comer: Courtney Kile.(Special Report: Best & Brightest Media Strategists)(Column)
November 8, 2004... Byline: Kate Maddox Title: Media supervisor Company: AKQA Location: San Francisco Key b-to-b clients: palmOne, Visa Years in media business: 6 Most unusual media placement in the past 12 months: Targeting airport...

Direct Tech.(Direct & Database)(BuyerLeverage introduces Email Self Insurance)(National Business Database)(Brief Article)
November 8, 2004... Product: Email Self Insurance Company: BuyerLeverage Cost: Not disclosed (price is based on a licensing fee negotiated with ISP customer) What it does: Product potentially solves spam problem by forcing senders of unsolicited...

Industry Outlook: Sales, marketing must demonstrate value.(Vertical Insight: Construction)(Interview)
November 8, 2004... Byline: Roger Slavens As for Hanley Wood's residential construction publications Builder, Big Builder and Multifamily Executive, Warren Nesbitt knows a bit about how companies ought to market their wares to major national and smaller...

Leave gloom behind.(Opinion)(Column)
November 8, 2004... Byline: John Obrecht The best thing about attending the Direct Marketing Association's Annual Conference and Exhibition-from a journalist's perspective-is that it provides a good indication of where business is trending headed into the new...

Reaching builders with complete brand overhaul.(Vertical Insight: Construction)
November 8, 2004... Byline: ROGER SLAVENS A little more than two years ago, American Woodmark Corp. hired Gary Rosenfield to help relaunch its Timberlake Cabinet Co. division and brand, which markets kitchen and bath cabinets to the new construction and...

Quick Hits; D&B to outsource some operations to IBM.(Briefs)
November 8, 2004... D&B announced it will outsource certain parts of its data acquisition, delivery, customer service and financial operations to IBM, and as a result will eliminate 750 positions globally. D&B said about 220 of those employees will migrate to IBM...

Marketers explore product placement.(News)(Column)
November 8, 2004... Byline: SEAN CALLAHAN Large b-to-b marketers such as American Express and Ford Motor Co. are among the top spenders on advertising in the world, but these companies, along with others, are increasingly using alternative marketing methods...

'Accountability,' the CMO's watchword.(Opinion)(Chief Marketing Officer )(Column)
November 8, 2004... Byline: Ellis Booker `Marketing needs to drive sales results measurably and predictably,'' says Craig Shields, partner at Patrick Marketing Group, in Senior Reporter Kate Maddox's story on the company's latest survey of senior marketing...

Dong Kim.(Special Report: Best & Brightest Media Strategists)
November 8, 2004... Byline: Sean Callahan Title: Associate media director Company: Goodby, Silverstein & Partners Location: San Francisco Key b-to-b client: Hewlett-Packard Co. Years in media business: 14 Most unusual placement in the...

BUILDING YOUR IN-HOUSE LIST; Beef up the quality and quantity of names on your e-mail list at minimum cost.(NetMarketing)(Column)
November 8, 2004... Byline: Karen J. Bannan The experts concur: In-house lists can be more effective and provide better ROI than buying or renting third-party lists. But what's the best way to build your list without buying addresses on the open market? ...

Tyco revitalizes brand; Major ad campaign aims to put scandals behind industrial giant.(News)(Column)
November 8, 2004... Byline: SEAN CALLAHAN Enron. Arthur Andersen. WorldCom. Tyco International Corp. The names read like wanted posters for corporate villains. Today, only one of these companies remains in business with the same name. Enron evaporated...

"Quote/unquote".(Opinion)(Chief Marketing Officer )(Brief Article)
November 8, 2004... What do CMOs need to do to retain influence in the C-suite? "You need to know what the CEO's agenda is by having ongoing dialogue and communication. Then come back with specific programs and initiatives that support the [CEO's]...

Media planners in high demand.(Special Report: Best & Brightest Media Strategists)(Column)
November 8, 2004... Byline: KATE MADDOX In today's complex marketing environment, which requires innovative strategies to help break through the clutter and realize a return on limited marketing dollars, media strategists have increasingly valuable jobs. ...

Q&A: New Pitney President-COO Martin says consolidation will lessen confusion.(Direct & Database)(chief operating officer)(Pitney Bowes Inc.)(Interview)
November 8, 2004... Byline: CAROL KROL Murray D. Martin was promoted to president and chief operating officer of Pitney Bowes in late September after serving as exec VP-group president of Pitney Bowes Global Mailstream Solutions. The appointment is part...

Expert advice: How to create e-mails people love to read.(NetMarketing)
November 8, 2004... Prospects will read your e-mail. I promise. We all say we hate e-mail, but everyone has a few newsletters that they read every time. According to research from Quris, everyone has 10 to 20 e-mails in their "inner circle'' that get read...

Pizza box delivers results for WebEx; Direct mail campaign garners 11% response rate from target audience, wins DMA Echo Award.(Direct & Database)
November 8, 2004... Byline: CAROL KROL WebEx Communications ordered pizza delivery for 9,500 business customers and prospects to promote its new Training Center. However, just as WebEx's Training Center is a virtual classroom online, the pizza itself was...

Chris Philip.(Special Report: Best & Brightest Media Strategists)(Column)
November 8, 2004... Byline: Kate Maddox Title: Senior VP-media director Company: Doremus Location: New York Key b-to-b clients: United Technologies Corp., ITT Industries, TRW Automotive, Corning, Financial Times Years in media business: 22...

Case Study: Timberlake Cabinet brand relaunch.(Vertical Insight: Construction)(Brief Article)
November 8, 2004... Objective: Relaunch American Woodmark's Timberlake Cabinet brand by making market position consistent, organizing communications strategies and clearly defining product lines. Strategy: Timberlake redesigned marketing collateral; sponsored...

Veteran: Carl Fremont.(Special Report: Best & Brightest Media Strategists)
November 8, 2004... Byline: Kate Maddox Title: Senior VP-director of worldwide media services Company: Digitas Location: New York Key b-to-b clients: American Express, AT&T, FedEx, Microsoft Years in media business: 23 Most unusual media...

By Design: Optical fiber company's site gets clearer.(NetMarketing)(www.nufern.com)(Brief Article)(Column)
November 8, 2004... Byline: Nadine Youssef Company: Nufern, East Granby, Conn. Web site: www.nufern.com Agency: Martino & Binzer, Avon, Conn. Lunch date: September 2004 Nufern, an optical fiber and subassemblies manufacturer, earlier this...

Agenda.(Calendar/Datebook)(Calendar)
November 8, 2004... Nov. 8-10 AD:TECH04 New York JD Events Hilton New York www.ad-tech.com Nov. 15-17 The 2004 Marketing Conference The Conference Board Waldorf-Astoria, New York ...

DoubleClick may be up for sale; Marketing services company explores options after missing earnings estimates.(News)(Brief Article)(Column)
November 8, 2004... Byline: CAROL KROL DoubleClick last week announced it has hired Lazard Freres & Co. to "explore strategic options.'' The direct and interactive marketing services company said in a statement that those options include a sale of part or...

Search marketing still not optimized.(News)(Column)
November 8, 2004... Byline: CAROL KROL Despite the hubbub over search marketing and its promise to drive results, the reality is that many marketers are still in the dark about the technique. Even if they do dabble, most are not using sophisticated tactics....

Media notes; Ascend Media buys SynerMed.(Business Media)(Media mergers )(Brief Article)
November 8, 2004... Ascend Media completed its acquisition of SynerMed Communications, a producer of continuing medical education programs. Terms were not disclosed. "This acquisition will double the size of our company and triple our profits,'' said Ascend Media...

How to market to construction; Complex, ever-changing industry requires marketers to prove cost, time benefits.(Vertical Insight: Construction)
November 8, 2004... Byline: ROGER SLAVENS To the casual observer, the $915.3 billion U.S. construction industry looks to be booming. After all, low interest rates have driven up the demand for new home construction and home improvements, and there doesn't...

IDG forms custom events unit; New group responds to growing demand for onsite IT events.(Business Media)(International Data Group Inc.)(Column)
November 8, 2004... Byline: SEAN CALLAHAN These days, it's not difficult to find believers in the power of custom events. Last month, International Data Group's World Expo, producer of the Macworld and LinuxWorld trade shows, announced the launch of a...

Q&A: Getting acquainted with the new boss of the DMA; Greco looks for ways to improve trade group's image and reputation.(News)(Direct Marketing Association)(Interview)
November 8, 2004... John A. Greco Jr. succeeded H. Robert Wientzen in July as president-CEO of the Direct Marketing Association. Greco, who has 30 years of marketing and association experience, presided over his first DMA Annual Conference and Exhibition last...

Six Sigma helps marketing improve design, save money.(News)(Column)
November 8, 2004... Byline: KATE MADDOX Six Sigma, a quality improvement methodology that began as a manufacturing process, is helping b-to-b companies save time and money on specific marketing tasks such as producing marketing collateral and improving Web...

Purchasing power.(Opinion)(Column)
November 8, 2004... Byline: Christa Degnan As U.S. businesses continue to identify opportunities to reduce costs by streamlining purchasing systems and procedures, marketing spending is coming under increased scrutiny. While many managers are reluctant to...

Marketing accountability demands increase; Long-term marketing functions lose out as pressure for better ROI and sales leads grows.(News)(Return On Investment)(Column)
November 8, 2004... Byline: KATE MADDOX B-to-b companies are demanding more accountability from their marketing programs, according to a study released last month by Patrick Marketing Group. The study, based on interviews with about 75 senior marketing...

Google picks BellSouth as AdWords reseller; Search firm hopes to increase small, midsize business presence.(News)(Column)
November 8, 2004... Byline: CAROL KROL BellSouth's RealSearch search engine marketing service will become the first authorized reseller of Google AdWords, under a multiyear agreement announced between Google and BellSouth last week. RealPages.com, BellSouth's...

Publishers bravely venture into tech; Can the shaky sector support the relaunched `Red Herring' and The Deal's `Tech Confidential'?(Business Media)
November 8, 2004... Byline: SEAN CALLAHAN On Nov. 1, The Deal LLC launched a preview issue of Tech Confidential, a magazine that will cover the nexus of technology and finance. The appearance of this new tech publication came on the heels of the relaunch of...

People.(Advertising)(Brief Article)
November 8, 2004... Karen Francis Publicis & Hal Riney, a marketing communications agency based in San Francisco, has named Karen Francis chairman-CEO. She was previously a VP at Ford Motor Co. Frank Weyforth ICOM, a Rollinsville, Colo.-based network...

Agency-client relations better; But survey says miscommunication, differences still affecting bottom line.(Advertising)(Column)
November 8, 2004... Byline: KATE MADDOX The good news for advertisers and agencies is that the economy has improved, relationships have improved, and sales and income are up, according to the annual Salz Survey of Advertiser-Agency Relations. The bad news...

New Campaigns.(Advertising)(Tymetrix 360)(Lazaroff/ Dundore & Associates)(Brief Article)
November 8, 2004... Tymetrix "Tymetrix 360'' Agency: HSR Business to Business, Cincinnati Target audience: Corporate legal department and claims department decision-makers Campaign objective: To introduce Tymetrix 360, a legal software product Media...

Resources.(NetMarketing)(Calendar)
November 8, 2004... E-mail Marketing events Email Authentication Summit Nov. 8-10 Washington, D.C. www.ftc.gov INBOX: The Email Event Nov. 17-19 Atlanta www.inboxevent.com DMA Critical E-mail Marketing Techniques Nov....

Kevin Arsham.(Special Report: Best & Brightest Media Strategists)
November 8, 2004... Byline: Sean Callahan Title: Associate director of strategy, business-to-business specialist Company: OMD Location: New York Key b-to-b clients: General Electric Co., Visa, Cingular Wireless Years in the media business:...

Amrish Goyal.(Special Report: Best & Brightest Media Strategists)(Column)
November 8, 2004... Byline: Mary Ellen Podmolik Title: VP-multinational media Company: Universal McCann Location: San Francisco Key b-to-b clients: Microsoft Corp. Years in media business: 11 Most unusual media placement in the past 12...

Drew Burke.(Special Report: Best & Brightest Media Strategists)(Column)
November 8, 2004... Byline: Mary Ellen Podmolik Title: Senior partner, strategic planning director Company: Mindshare Location: New York Key b-to-b clients: IBM Corp. Years in media business: 25 Most unusual media placement in the past...

Steve Carter.(Special Report: Best & Brightest Media Strategists)
November 8, 2004... Byline: Mary Ellen Podmolik Title: Media planning supervisor Company: The Martin Agency Location: Richmond, Va. Key b-to-b client: United Parcel Service of America Years in media business: 11 Most unusual media...

Teresa Poggenpohl.(Special Report: Best & Brightest Media Strategists)(Column)
November 8, 2004... Byline: Sean Callahan Title: Partner-global advertising and brand management Company: Accenture Location: Chicago Key b-to-b client: Accenture Years in the media business: 16 Most unusual media placement in the past...

Andy Sims.(Special Report: Best & Brightest Media Strategists)
November 8, 2004... Byline: Kate Maddox Title: Director-interactive marketing services Company: SF Interactive, a division of Butler, Shine, Stern & Partners Location: Sausalito, Calif. Key b-to-b clients: Siebel Systems, VeriSign, Quantum, Apple...

Bring back creativity in your marketing efforts.(Publisher's Note)
November 22, 2004... Byline: Bob Felsenthal Marketing is a combination of many talents, among the most important of which is creativity. As you think about 2005, it's time to get creative about how you go about doing your marketing. Over the past few years,...

Marketers Resource Guide '05.(Brief Article)
November 22, 2004... See printed publication for the following: 4: Top 100 B-to-B Advertisers (As published in the Sept. 13, 2004, issue of BtoB) 6: Top 50 B-to-B Internet Advertisers (As published in the Sept. 13, 2004 issue of BtoB) 8: Top B-to-B...

TOP ADVERTISERS; As published in the Sept. 13, 2004, issue of BtoB.(Marketers Resource Guide '05)
November 22, 2004... Index of Top Advertisers Company Rank ABN Amro Holding 100 Accenture 47 Aetna 97 Aflac 41 Allstate Corp. 87 Alltel 63 Altria Group 72 American Express Co. 10 American Plastics Council 65 ...

No. 1 Wall Street Journal; The 'Journal's' editorial excellence, global reach and creative ad packaging lead it to the top again.(Media Power 50)
November 22, 2004... Byline: Kate Maddox Editorial excellence, an influential business audience, and integrated ad programs make The Wall Street Journal the top pick in BtoB's Media Power 50 for the fifth year in a row. "It's a large-circulation...

No. 2 Google; Google allows customers to target their audience at their Internet point of purchase.(Media Power 50)
November 22, 2004... Byline: Sean Callahan First, Google was a noun: a Web site employing an ingenious algorithm to simplify and speed searching the Internet. Quickly, Google became a verb: "To google" is to search the Web. Now, it probably won't be long...

No. 3 ESPN's SportsCenter; Network's flagship continues to draw elusive male viewer.(Media Power 50)
November 22, 2004... Byline: Sean Callahan Ed Erhardt, president of ESPN/ABC's sports customer sales, sometimes feels like he has an unfair advantage when he's selling ESPN's "SportsCenter." "I'll be talking to a VP-marketing, and he'll say, 'My son has...

No. 4 Squawk Box; CNBC's morning show dominates in-office viewing.(Media Power 50)
November 22, 2004... Byline: Roger Slavens Ask John Kelly, senior VP-advertising sales at CNBC, how many people watch "Squawk Box," the cable network's signature program, on a daily basis and you'll be surprised by the answer. "I don't exactly know how...

No. 5 BusinessWeek; Redesigned 'BusinessWeek' increased circulation to its highest level ever.(Media Power 50)
November 22, 2004... Byline: R. S. Despite the slumping economy, 2003 proved to be a banner year for McGraw-Hill's BusinessWeek. The magazine's average paid circulation of 991,757 at year's end was the highest in its 75-year history. "Consumer demand for...

No. 6 The New York Times; The 'Old Grey Lady' proved its commitment to editorial by boosting staff despite the downturn.(Media Power 50)
November 22, 2004... Byline: K. M. The New York Times, which has been consistently recognized for its high editorial standards, upheld its commitment to journalism through the weak economy by expanding staff and coverage when most other publications were...

No. 7 WSJ.com; Web companion to 'Wall Street Journal' touts reach among top-level executives.(Media Power 50)
November 22, 2004... Byline: K. M. The Wall Street Journal Online, at WSJ.com, is considered a media powerhouse for b-to-b advertisers that want to reach C-level executives with decision-making authority. The site reaches an audience of 695,000 paid...

No. 8 CIO; Award-winning editorial puts 'CIO' at the top of the tech book heap for tech influencers.(Media Power 50)
November 22, 2004... Byline: S. C. For CIO, it's been a season of editorial awards. Not only did the International Data Group publication win its second consecutive Grand Neal, the biggest prize in American Business Media's Jesse H. Neal Awards for Business...

No. 9 CNET; Enterprise sites draw viewers.(Media Power 50)
November 22, 2004... Byline: S.C. Like other visionary media start-ups such as CNN and USA Today, CNET Networks has spilled a lot of red ink on its ambitious path to large-scale acceptance. It posted an operating loss of $5.7 million in the first quarter,...

No. 10 Builder; Hanley Wood's flagship builds on success.(Media Power 50)(Brief Article)
November 22, 2004... Byline: R.S. Being the No. 1 publication in the home construction market certainly has had its perks over the past few years. While ad-driven publications in most other industries struggled, Hanley Wood's flagship magazine, Builder,...

MediaPower 50: Top Advertising Venues; As published in the May 3, 2004 issue of BtoB.(Media Power 50)
November 22, 2004... Newspapers Financial Times Phone: (212) 641-6550 URL: www.ft.com Circulation: 447,735 Ad revenue: About $76 million in U.S. Ad rate: $56,600 for 1 page 4/C Comment: Providing a foil to The Wall Street Journal...

Methodology.(Media Power 50)(Brief Article)
November 22, 2004... In making the selections for the Media Power 50 list, BtoB editors employed both objective and subjective criteria. They evaluated data such as ad revenue and audience, and interviewed about two dozen top media buyers, advertisers and industry...

Who's Who in B-to-B; As published in the July 19, 2004 issue of BtoB.(Marketers Resource Guide '05)
November 22, 2004... Marketers Who: David Abelman What: VP-retail marketing Where: Office Depot, Delray Beach, Fla. Why: Abelman oversaw the launch of a major campaign aimed at small-business users, including TV, online, print, radio and in-store promotions....

TOP MARKETERS; As published in the Oct. 25, 2004, issue of BtoB.(Marketers Resource Guide '05)
November 22, 2004... MARKETER OF THE YEAR Allison Johnson Title: Senior VP-corporate marketing Company: Hewlett-Packard Co. Years in current job: 3 Quote: "We are beginning to add much more analytics to our marketing systems, processes and...