The Challenge:

In B2B media, relationships are paramount. When Nielson Business Media acquired Atlanta’s Shore-Varrone Inc. it gained a company that understood that. Nielson sought innovative ways to both build dependable revenue streams while ensuring loyal, strong readership for its vertical industry titles.

The Solution:

  1. Create vertical “Industry Forums,” annual retreats bringing together key readers and major advertisers in each vertical, including sporting goods retail business

  2. Provide through sponsorship package unhindered access for advertisers during the weekend retreat to retail purchasing leaders

  3. Sponsorship package included annual advertising commitment -- ensuring publication achieved 80% of its annual advertising goal before start of fiscal year