The 2016 Folio: 100 — Industry Influencers
Recognizing the most forward-thinking and innovative leaders in magazine media.
PULIZZI SOLD OFF THE CONTENT MARKETING INSTITUTE TO UBM FOR $17.6 MILLION.
Pulizzi built a business that is thriving in the events-first B2B media scene, sold it for big money, and managed to keep the whole Content Marketing Institute team employed.
UBM acquired the Content Marketing Institute (CMI) for $17.6 million, subject to the meeting of profit targets over the next two years, the global marketing services and self-proclaimed “events-first” B2B media company announced in June.
CMI’s assets include Content Marketing World, an annual event held in Cleveland each September, as well as a series of other conferences. The company’s event business generated between $6–$9 million last year, according to UBM, with about an additional $3 million from “other marketing services.”
ACCOUNT-BASED MARKETING (ABM), ALLOWING DELIVERY OF ONLY THE LEADS AN ADVERTISER WANTS, IS CHANGING THE WAY PUBLISHERS SERVE CLIENTS.
ABM campaigns, depending on the client’s objectives, can include custom content, distribution across multiple platforms and types of content (including social media), and near-real-time reporting and engagement scoring.
B2B publisher and events firm SourceMedia, for example, recently announced the launch of SourceMedia ABM, a new capability that will allow clients to target individual senior-level professionals at pivotal moments in the customer journey. Like many publishers in the B2B sector, SourceMedia continues to center its growth strategy around digital media and data-focused marketing solutions.
Combining insights from machine learning techniques with audience data, account-based marketing provides clients with sales-ready leads by delivering customized messaging to individual influencers within specific audience segments. Publishing is bound to see some major shifts as more media companies embrace it.
SAMIR HUSNI IS ONE OF THE INDUSTRY’S STAUNCHEST DEFENDERS, SPREADING THE GOSPEL OF PRINT MAGAZINES TO A NEW GENERATION OF JOURNALISM STUDENTS.
Mr. Magazine — the name itself is synonymous with magazine industry positivity. Husni is perhaps the printed magazine’s most avid collector. He has preached the gospel of print globally, and consulted on more magazine startups and advised more legacy titles than possibly anyone in the world. His students at the University of Mississippi might be digital natives, but they’re exposed to a powerful national voice through his work at the school.
Each semester, with the annual ACT Experience, Husni brings together the top leaders of the magazine media world, all for the benefit of a think-and-do conference that puts these publishing, printing, and distribution giants together to brainstorm ideas and rub elbows with his students, who make connections they never would have without Mr. Magazine’s help.
TA-NEHISI COATES IS ONE OF THE BEST MAGAZINE WRITERS TODAY, ELEVATING BOTH NATIONAL DISCOURSE AND THE REPUTATION OF THE BRAND THAT RUNS HIS WORK.
Coates is a national correspondent at The Atlantic, where he writes about culture, politics, and social issues; he is also the author of the books “The Beautiful Struggle” and “Between the World and Me.”
He’s renowned both inside and out of the industry for his literary style and the rousing nature of his writing, as seen in articles like “How Breitbart Conquered the Media,” “The Near Certainty of Anti-Police Violence,” and “The Black Journalist and the Racial Mountain.”
Coates is a strong example of excellence in magazine writing — the kind of writer that gets a reader to pick up a print issue off the newsstand, and then post the digital version to their social channels. Even in a year of increased readership and unique brand success, The Atlantic is lucky to have him on board.