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2007 SSP TMR

Interview 4: “The Long Tail in Trade Publishing”

Speaker: Rex Hammock
Interviewer: Mary Ann Liebert

This session provides an overview of why the business-to-business media field is a classic “long-tail” marketplace, with a few blockbusters and thousands of brands you’ve never heard of. Each B2B media vertical (the industry a publisher serves) is a smaller example of long tail. Hammock will examine how B2B media, which often gives away print content, generates revenue outside of the magazine, via events, data, services, custom publishing, and the like. This shows how small, niche publishers – and now, online-only B2B media companies – can grow in value by serving a narrow niche and by providing “community” and access to “mission-critical” information.

Speakers

Rex Hammock
Rex Hammock is president of Hammock Publishing, Inc., a Nashville, Tenn.-based custom publisher of magazines, newsletters and digital media for corporate and association clients nationwide. Hammock Publishing produces such award-winning magazines as American Spirit, distributed worldwide to the members of the noted woman’s organization, the National Society of the Daughters of the American Revolution (DAR); and MyBusiness, distributed to the 600,000 members of the National Federation of Independent Business (NFIB).

Founded in 1991, Hammock Publishing now has offices in Nashville, Washington, D.C., and New York City and works with more than 150 freelance writers, photographers, illustrators and advertising sales representatives across the country.

Mary Ann Liebert
Mary Ann Liebert is president and CEO of the privately-held company that bears her name. Founded in 1980, the company is highly respected for its authoritative peer-reviewed journals in biomedical research, medicine,
science and law. Her knowledge and insatiable curiosity, coupled with remarkable prescience and speed has enabled the launch of publications focused on cutting edge research and applications. Prior to 1980, Mary Ann was Vice President of Marcel Dekker Inc. After her presentation at last year’s Charleston Conference, she was invited to pen her column in AGAINST THE GRAIN.