Apprise's Charlie McCurdy Talks About the Decision to Sell Canon
Skodzinski: What were the day-to-day metrics and goals you adhered to in order to be able to produce those margins?
McCurdy: Total focus on audience engagement on the one hand, and value to marketers on the other. The company-wide single-sector [advanced manufacturing] strategy helped a lot in this regard.
On the day-to-day level, nothing particularly unique as to metrics–the standard metrics for trade shows, publications, e-newsletters, websites, etc. But we track them very closely, and have a constant view as to the revenue outlook.
Skodzinski: Apprise expanded Canon's trade show business from two countries to eight, and grew the company's U.S. events business as well, through a time when the majority of events businesses were struggling through the recession. Can you explain how this was done?
McCurdy: One of the three expansion dimensions we identified for Canon at the outset was geographic—moving from a U.S.-centric business to a global business. The advanced manufacturing and design engineering sector tends to source globally and distribute globally. So we worked with our exhibitors to prioritize regions within the U.S. and around the world where Canon could be helpful. Note that Canon's trade show positioning tends to be very regional in nature—i.e., we try to bring the exhibitors to [regions where] the design engineers and manufacturing managers ... tend to be concentrated.
Skodzinski: Apprise grew revenue from digital and data products from 9 percent to 40 percent of publishing revenues. What percentage was from digital and what percentage from data?
McCurdy: A large majority of this activity is digital. Data is growing, but has a great deal of upside, which I think UBM is well positioned to support.
Skodzinski: You attribute the growth in data to the "Master Audience File." How was this created, how is it used and how does it generate revenue?