B-to-B Trade Publisher Offers a New Performance-Based Buying Model
NEW YORK, Sept. 20 /PRNewswire/ — ID Media, the largest direct and digital media services company in the U.S., has partnered with Cygnus Business Media, publisher of over 175 business-to-business media products, to offer advertisers an ROI-focused buying platform to reach small business owners. The program accesses 67 highly targeted trade publications across 15 diverse categories. Said Josh Martin, VP, Director of Emerging Media, ID Media, who negotiated the deal, “This promises to be a great way to target small business decision makers within the context of their work, while also keeping a close eye on performance.”
ID Media launched the partnership this month with a test for a financial services advertiser, featuring full-page, four-color direct response ads across a wide range of trade publications. In a highly competitive market, Cygnus is the first B-to-B publisher to offer this unique opportunity, breaking new ground and adding ease of use for marketers to make a single print buy to run across a diversified vertical portfolio. As the test moves forward, Cygnus may expand the available inventory to the corresponding trade publication Websites and email newsletters, offering additional exposure to a key target audience.
“We are delighted to launch this new buying platform with ID Media, a true innovator in the ROI media space. We came to ID Media not only because their client roster is made up of the world’s leading advertisers, but because they have a history of innovation in media,” says Scott Roulet, Vice President of Business Development for Cygnus Business Media.
Added Josh Martin, “ID Media is optimistic about the new buying model and the opportunities it presents for our clients. Cygnus Business Media helps advertisers connect with over 1.7 million decision makers in a wealth of industries, including manufacturing, technology and building trades. Cygnus is particularly strong in small business and also has solid reach among corporate and operating management. We look forward to gathering more data as the test moves forward.”
About Cygnus Business Media
Cygnus Business Media reaches nearly 15 million business owners, executives and professionals annually through its portfolio of over 175 media products. Its four distinct divisions — Cygnus Publishing, Cygnus Expositions, Cygnus Interactive and Cygnus Custom Marketing — provide comprehensive, integrated advertising and marketing programs for Cygnus’ valued customers and clients. The company’s leading business publications, tradeshows, conferences, websites, online products and custom marketing capabilities enhance brand identity, generate sales leads, and build product awareness as they strengthen customer/client relationships. For more information on how Cygnus Business Media can help you achieve your advertising and marketing objectives, visit http://www.cygnusb2b.com/.
About ID Media
ID Media helps leading advertisers profit in today’s fast-changing media marketplace. The company, which is the largest direct and digital media services company in the country, delivers the best possible return on media investments because of its superior rates, research resources, and reporting systems. ID Media serves clients including American Express, Computer Associates, Johnson & Johnson, HBO, Kaiser Permanente, Nautilus, and Verizon from locations in New York, Chicago, and Los Angeles. ID Media is part of The Interpublic Group of Companies (NYSE symbol: IPG).
ID Media
CONTACT: Emily A. Burns of ID Media, +1-917-265-2042,eburns@idmediaww.com
Web site: http://www.idmediaww.com/http://www.cygnusb2b.com/