The document discusses new models in scholarly advertising, particularly the growing trend of online lead generation programs where publishers provide valuable content in exchange for contact information. Lead generation is becoming increasingly important as it allows advertisers to directly measure returns. Several examples are provided of publishers that have lead generation programs through gated content, events, and selling their readership databases to sponsors.

1. New Models in Scholarly
Advertising
Online Reader Service/Lead
Generation
Carol A. Meyer, Maxwell Publishing
Consultants
SSP Annual Meeting
June 9, 2006

2. • Lessons from B2B publishing
• An example from our world

3. Q1 2006 Internet Advertising
= $3.9 billion
• 38% increase over Q1 2005 ($2.8 billion)
• 6% increase over Q4 2005 total ($3.6 billion)
Source: Internet Advertising Bureau

4. What is the Goal of Advertising?
The goal of advertising is to create a
clear awareness of your company and
its unique selling proposition.
Roy H. Williams

5. But, today, it’s all about ROI
The solution: lead generation
A quantifiable contribution to the sales
process

6. A Little Poll…How Many
• Have Print Advertising Revenue?
• Accept Banner/Online Advertising
Revenue?
• Have other interactive Revenue?
• Conduct Lead Generation Programs?

7. “The steady growth of online advertising is a
clear indication that marketers continue to
believe in the opportunities and
effectiveness that this medium delivers in
reaching and engaging their consumers.”
—Greg Stuart
CEO, Interactive Advertising Bureau
http://directmag.com/disciplines/search-webmarketing/internet-advertising-053006/

8. Prediction
Ad page revenues will continue to be
under pressure…. Revenue from print
ad budgets will continue to migrate to
lead generation/on-line marketing.
—Buzz Kanter
CEO, TAM Communications
114 Magazine Industry Predictions for 2006
Wednesday, December 21, 2005
http://www.foliomag.com/viewMedia.asp?prmMID=5286

9. “B-to-b is driven by leads. Three years
ago we wanted impressions, last year
we wanted clicks and now we want
leads.”
—Todd Christenson
Publisher, Hearst Business Media
2006 Preview: B-to-B Optimistic While Consumer Side Idles
Wednesday, January 04, 2006
By Matt Kinsman
http://www.foliomag.com/viewMedia.asp?prmMID=5302

10. Call it Integrated Marketing
Print
Online
Lead Generation

11. But How?
• Online reader service links print to online
email inquiry (Science)
• Require registration to obtain content;
contact/lead data turned over to sponsors
– LeadPrism by TechTarget actually scores leads
first
• Publishers selling their databases at
$60/name (IDG)
• Sponsoring events to generate leads
– In person
– Webinars

12. Examples of Lead Generation:
IDG
• IDG Connect sells prospect lists from their
network of more than 100 million readers
• Sophisticated database identifies, for
companies, active users of their products.
• IDG also distributes marketers' white papers
and solicit participants for Web-based and
live events.
• Fees: $60 to $100 a name for “highly
qualified leads”
By Marrecca Fiore
http://www.foliomag.com/viewMedia.asp?prmMID=5802

13. How 101communications Nearly
Doubled Revenue From Lead
Generation
• Frequency: 6 to 7 lead gen programs per month
• Format: Sponsored gated Web sites and e-mail
newsletters featuring original and overflow content
from other 101 properties.
• Pricing: Typically $25,000 to $30,000; can range as
high as $50,000 for multi-month programs
generating 10,000 leads or more
• Revenue Growth: $1 million from lead gen in 2004;
projecting $1.5 million to $2 million in 2005.
• Cashing In On Lead Gen
Sunday, May 01, 2005
By Matt Kinsman http://www.foliomag.com/viewMedia.asp?prmMID=4805

14. How to get people to leave
their name?
• Don’t
Plexis analyzies domain names from web browser
and compiles it into a report showing the domain
with the most individuals visiting a site.
• Provide something of value (publishers specialize in
content)
– White papers
– Events
– Webinars
• Gate the site
http://www.directmag.com/casehistories/b2b/marketing_feeding_beast/

15. The Google Factor
• Compete for Ad dollars
• Cooperate
– optimizing editorial content for the
crawlers
– buying keywords
• Google understands it is in the
advertising business, and it is shifting
dollars from brand advertising to lead
generating keyword business
Is Google Friend or Foe?
Saturday, October 01, 2005
By Jeffrey S. Klein
President and CEO of 101communications

16. A Google “Success Story”

18. Is the glass half empty?
“Most of [the BINGO card
leads of the 80s] were
coming from the same
places advertisers were
already reaching.
That's no different from
what is going on
today….Publishers are
overshooting demand.
There are simply not
enough ad dollars to
go around.”
Ted Bahr
BZ Media president and
CEO

19. …or half full?
“Many leads come from Web pubs
where users do not have print
subscriptions. And online allows for
advertisers to get on the radar with
smaller companies.”
—Chris Lorenzoni
Interactive Media Supervisor at Foote,
Cone & Belding
Internet Ads: Friend or Foe?
Thursday, January 08, 2004
By By Anthony DeRico
http://www.foliomag.com/viewMedia.asp?prmMID=4396

20. “A lot of publishers are still going the
traditional Web route—banners and
buttons. Lead generation is what’s
really driving our Web business now.”
—Henry Allain
Publisher, Redmond and Redmond Channel
Partner magazines.

21. An Example of Online Reader
Service from Science

35. Companies that Provide Online
Reader Service
LabVelocity (labvelocity.com)
Integrated Marketing Services (IMS)

36. Questions?
info at maxpubcon dot com
www.Maxpubcon.com