Marketers are also attracted by advertiser inclusion in the 30,000 circulation weekly newsletter. Each edition carries a few product blurbs with the Vendor View logo, linked back to the directory. Sponsors see one of their products there about every six weeks. "That is the biggest selling point," says Hindle.
By significantly increasing the value of the offer, Horizon House has been able to increase the price to $7,000 per year. This is well above the amount B2B publishers can typically charge for directories, which rarely exceed $2,500. But the success of the program is best indicated by its 90% renewal rate.
Outbound Content Links
Breaking Media is a growing, 7-year-old New York-based company with exclusively digital media properties. Its brands serve up B2B content with a feisty, insider attitude that has helped build big audiences. CEO John Lerner says more lawyers read Above the Law than any other legal publication. Breaking Media's six websites cover topics ranging from defense to fashion with and often feature stories with broad, consumer appeal, enabling them to attract more than four million unique visitors monthly.
The primary sales for Breaking Media are "custom marketing solutions," says Lerner. The company offers a mix of banners, native advertising and sponsored content in each market. With millions of ad impressions, the firm supplements direct sales with the usual mix of "programmatic, mass buys" as delivered by ad networks like Bizo.
As part of the mix, the websites have also been earning performance-based revenue from sponsored headline links. These are not ad links. The heads lead to content on other publications or on brand-owned sites. Breaking Media is paid for each click by Outbrain, which claims to have similar agreements with 100,000 publishers. These headline groupings are commonly seen on many sites with names like "From Around the Web," and are often bought by other publishers to increase site traffic.
Andy Kowl is a journalist and entrepreneurial publisher with more than 30 years developing, marketing and growing publishing companies. He is senior vice president of publishing strategy for ePublishing Inc., the leading enterprise publishing system (EPS) provider which manages content, audience data, workflow, newsletters and e-commerce for hundreds B2B online publications. He helps publishers increase reader engagement and response by integrating behavioral data with contextual content, and shows them direct ways to monetize the results. Andy writes the B2B Beat blog for Publishing Executive magazine. His background in B2B includes publishing, editing and/or owning magazines and information products covering specialty retail, horse breeding, real estate, credit unions, Wall Street compliance and wireless technology.