Injecting Online into Your Print Sales Model

February 29, 2008

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OVERVIEW• Why Mari Kate Costin?• Why Reed?• Why Online?• Why Online-Focused Sales Position?• Which Products?• Why Integrated?

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Mari Kate CostinBackground

• Manufacturing and Electronics Division: – Director of eSales

• 5 years with Reed Business Information– Manufacturing Business Technology (MBT): Territory Manager– MBT and Control Engineering: Region Manager

• Best success selling combination integrated marketing programs.– Print– Online– In person

– Food and Hospitality Vertical: eMedia Solutions Manager• Prior to Reed Business

– Reed Elsevier/Harcourt: European Software Channel Manager

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Reed Elsevier Group plc• Worldwide Resources

– North America, Europe, China, Asia Pacific, Southern Africa, Latin America

• 10,000+ publications, journals, books, CDs• 3,000+ websites/portals• 440 trade shows• Industry Focus:

– Education– Legal– Science & Medical– Business

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Reed Business InformationIn United States:

– Leading provider of critical information and marketing solutions to business professionals in key industry sectors• 100 print publications

• 4,000,000 registered subscribers

• Over 130 weekly email newsletters

• 20,000,000 newsletter messages/month

Reed Elsevier Group plc-Business

Why Online?

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Hollywood Writer’s Strike• Writers Guild of America were on a 100+ day strike • Cost the Los Angeles area economy approx $3 billion US

dollarsWhat was the reason for the strike?

• Because of this reason, people were willing to stop working.

• …Studios etc were willing to risk production stops.• “…for a share of revenues from programs distributed

through new media such as the Internet.” • "This contract is a new beginning for writers in the

digital age," said Patric Verrone, president of the guild's western branch. "It ensures that guild members will be fairly compensated for the content they create for the

Internet."

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BtoB Magazine Survey:Key Findings*

• 60.1% of marketers plan to increase marketing budgets this year

• 79.1% plan to increase online marketing budgets this year

*BtoB Magazine: Nov/Dec 2007 and Jan/Feb 2008 Survey to B-to-B Marketers

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BtoB Research (cont)

0

5

10

15

20

25

30

35

Marketing Budget to Online

20072008

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Online Marketing Spend Increase

• Forrester, eMarketer, BtoB and ABM all found in recent research:

– The online marketing spend in 2008 will increase by 22-28% over 2007.

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Why Online?

• Where the market is going whether we are ready or not….

• Online products deliver measurable results• Offer Flexibility• Versatility of Product line• Vast Customization Opportunity• Lead Generation• Analytics

Why Online-Focused Sales Position?

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eSales Focused Position

• Why?– Traditionally print-focused market and sales staff– Too much information available at once– Too many changes happening all the time– Too many products available online

• Drive eSales• Educate: Internal and External • New Solutions:

– Uncover Objectives to Drive New Solutions

What Products?

Branding / Product

Awareness

Lead Generation

Driving Traffic to

Client SiteOnline Display Ads

X X

eNewsletters X X XWebcasts X XMicrosites X X XVideos X X XBlogs XPodcasts X XWhite Papers X XSurveys X

(C) R

eed

Bus

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s In

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Why Customers are Hesitant to Buy eMedia?

LEADERBOARD

SKYSCRAPER

ONLINE DISPLAY ADS

BOOMBOX

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eNewsletters

DailyWeeklyMonthlyAdvertorialEditorial

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Blogs

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Webcasts

Video

Why Integrated Approach?

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Communication Methods Used Vary Throughout the Buying Process

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Audience ComparisonMagazine/eNewsletter Combined

Total Reach = 170,698

UniqueeNewsletterCirculation

30,698

UniqueMagazineCirculation109,920

MagazineTotal

Circulation140,000

eNewsletterTotal

Circulation60,778

Common Magazine/eNewsletterCirculation

30,080