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Read More from Nov.21, 2005 min'sb2b

eMedia Update: November 21, 2005
Vertical Search Leads Top Management Topics

More than 280 of business media's best and brightest joined together at the 2005 American Business Media Top Management Meeting held in Chicago November 14-16. The topic of paramount importance was vertical search: what search entails and how to monetize it.

"Is this [vertical search] the next big revenue opportunity," asked Mike DeLuca, director of business development at Advanstar Communications. "We think that it is."

All of the panelists speaking on vertical search said it is vital for the growth of a business information company and a key tool for brand extension.

"I look it as an extension of our editorial brand," added DeLuca. "What search does is take all that we generate and creates on-demand content. This is ideal for today's environment where the customer is king."

"Search is indeed the first place business-to-business influencers and decision-makers are going," said Spencer Spinnell, Google Inc.'s head of business and industrial markets.

Vertical search is a perfect tool for business-to-business information companies because it accents the niche-oriented models and leverages the depth of information that media companies offer. The strength of vertical search for business information companies is the same as that of the printed products: the editorial content and industry expertise.

"We believe that an editorial voice is going to be crucial to what sits on a search engine," said Bill Furlong, president of SearchChannel. "It continues your role as the niche information providers. But you must know what your audience wants."

Furlong added that there are multiple models to monetize search efforts and companies should investigate thoroughly the model that best suits their market. While many, it seems, fear impact of major search engines, Furlong advises to get close to them.

"Everyone should partner with the major search engines," said Furlong. "You should look at leveraging the ubiquity of Google, Yahoo, and MSN. It's a way to let people know what you bring to the party."

Vertical search was only one of the topics during the two-day event, but many of the sessions focused heavily on the current e-media environment. L. Gordon Crovitz, president, electronic publishing, Dow Jones & Co., gave attendees insight in ways to monetize electronic brands. Alex Debarr, executive vice president of Advanstar Communications, led a panel on building an e-media infrastructure. Editorial integrity, ad page sales, trade shows, and blogs were also covered thoroughly.

But the buzz was undoubtedly on vertical search and panelists suggested business information companies build their search models as soon as possible.

"If you don't do it," said Furlong of vertical search, "someone else will."

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