Red 7 Media Internet Hub Case Study

ARTICLE SNIPPET - In this Internet strategy profile, Don Nicholas and Jane Zarem interview Tony Silber of Red 7 Media to discover his online marketing and Internet strategy plans for his growing company. The company offers a whole array of online and offline advertising and sponsorship opportunities that are targeted to its four B-to-B magazine brands—Folio:, Circulation Management, Event Marketer, and, launching in October 2005, Event Design Magazine.

All four print magazines are advertising-based, controlled-circulation products. Visitors to the respective magazine websites can opt in to receive ad-sponsored e-newsletters (M10 Alert for Folio:, The Circulator for CM, and EM Buzz for Event Marketer) delivered weekly, and can also access the free online directories (Superbooks) of suppliers, vendors and other resources.

And each magazine hosts one or more well-attended industry conferences each year. Event and conference sponsorships and related attendee fees produce large chunks of annual revenue, but advertising is the company’s primary revenue generator. Advertiser dollars, therefore, are the focus of many of Red 7 Media’s new and planned Internet strategy ideas.

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