Apprise's Charlie McCurdy Talks About the Decision to Sell Canon
McCurdy: Three years ago, Canon had something like 74 discrete audience files—trade show pre-reg and verified attendee files, publication circ files, e-newsletter lists, website registrants, etc. All of these individuals are on the buy-side in advanced manufacturing—design engineers, managers, executives. We now have one Master Audience File with 1.5 million names.
This captures all the data from each of these sources, plus in-house and third-party overlays. We're able to segment our audience data to target very specific areas of the advanced manufacturing sector for the benefit of our customers in a way our competition cannot.
This week, at our Midwest manufacturing MD&M Minneapolis/Midpack collocated event, we are debuting our new "Canon Data Mine" product which helps trade show exhibitors qualify their leads and prioritize them through the various dimensions of data Canon can offer them.
Skodzinski: Can you talk about Canon's proprietary Qmed lead-generation product, how it works and what impact it has had on the business?
McCurdy: Qmed has caught on very well. It is positioned to draw off of customers' search budgets (think Google, GlobalSpec, ThomasNet) rather than ad budgets. It's the successor product to Canon's DeviceLink.com product, which was a first-generation online supplier resource for medical device design engineers.
Qmed is a powerful search tool that narrows down suppliers to those who are proven to be qualified (thus the "Q") suppliers in the medical sector. It also provides highly qualified (Q again) leads to the suppliers.
Financially, we took a substantial, established product and grew it 33 percent this year through the Qmed revamp. Operationally, we have a vertical search/lead-generation framework we're applying to other areas, with a nutritional-ingredients "Q" product launching last week.
Skodzinski: What about the digital revenue? Growing digital revenue is the goal of most publishers right now. What primarily drove that growth?