Tales Of Transformation

摘要

As b-to-b media companies increasingly offer online lead generation to their advertising customers, how are these companies, most of which have a heritage of publishing print magazines, altering their structure and personnel? For Greg Watt, president-CEO at Watt, the shift has been transformative. "We're an information and marketing solutions company," Watt said. "We're no longer a publisher and haven't been for several years and never will be again." Founded in 1917, the company still publishes magazines, including Watt PoultryUSA and Cabinet Maker, and sells print advertising. But it now views itself, at least in part, as a marketing consultancy. Moreover, digital products account for an increasing share of Watt's business. A case in point is the Watt Animal Nutrition and Health Forum, a virtual trade show slated for the end of April. Lead generation is a primary goal of the event, which is expected to register 1,500 online attendees. Overall, Watt's online revenue grew 40% in 2008, and the company expects its online revenue will be 16% to 18% of its total revenue in 2009. Even with the advertising recession, Watt anticipated online will grow more than 25% this year.