Shifts in the Gov Media Landscape: What These Could Mean to B2G Marketing

In my new book, Selling to the Government, I quote my friend and long-time business development professional Bob Davis, PhD. In one of our interviews for a CD set we recorded on BD, he said, "Marketshare is rented, never owned."  This is one of those classic 'I wished I'd said it' statements. This statement is true not simply for contractors, but for government media as well, where the landscape is changing rapidly.

Among the changes you should be aware of, these seem to be of some significance. They appear in no particular order.

FierceMarkets: Late last year veteran reporter Dave Perara joined the staff of FierceMarkets to edit the government facing enewsletter FierceGovernmentIT. Dave helped make it a more interesting publication. FierceMarkets is an enews operation that has nearly 1,000,000 subscribers worldwide for the many tech enewsletters it puts out.  Fierce is doing a good job of growing marketshare and influence. They are making a strong push to grow mindshare in the government market. FierceGovernmentIT is a good read and the readership is growing. The associated web portal is a robust source for government IT information and there is a commitment to become bigger in this market.

BGov: Allan Holmes, former online editor of National Journal/Government Executive, moved to Bloomberg Government (BGov) late last year. He is only one of several editors and reporters to move to BGov. BGov is a paid content source for contractors, not a traditional media source. It almost does not belong in this post, but because I don't think the business model BGov envisions will work, it bears watching as it evolves. It will be interesting to see if Bloomberg's BusinessWeek starts covering more government contracting issues.

Washington Business Journal: Jill Aitoro, also formerly with National Journal/Government Executive, has moved to the Washington Business Journal. Washington Business Journal obviously has had a weak spot for years in the government contracting arena, and they are making up for lost time. Aitoro started in the government arena as editor of Government VAR in the early 2000s, then moved to Government Executive. WBJ also now has a new monthly column from industry veteran Larry Allen, former president of the Coalition for Government Procurement. Will this be enough to attract more ad dollars and readers? I don't think WBJ will ever be a primary B2G source, but with Jill and Larry there, it will be interesting to read.

AOL: Wyatt Kash, former editor in chief of Government Computer News and most recently content director of FOSE (both part of 1105 Government Media), is moving to AOL.  Wyatt Kash is not going to AOL to ignore the government market. AOL is hungry for niche content and Wyatt is a great editor so this bears watching as it evolves. I look for AOL to add a few more solid editors and reporters and go after this market with a vengeance.

FedScoop: David Stegon of FedTech Bisnow is moving to FedScoop. Goldy Kamali has carved out an interesting niche with http://www.fedscoop.com/, and I am not certain exactly what it is: part networking event producer, part advertising arm for her perpetual advertisers (Intel and Microsoft, and now HP and Symantec), part news source (no original news, but links to top stories from media and blogs). Whatever it is, it is interesting. The edgy style of David Stegon will certainly help get more visitors if Goldy and Dave can get people to sign up for the newsletter. FedScoop bears watching.

Bisnow (Almost Never Boring - gotta love that line!), http://www.bisnow.com/, an extraordinary enewsletter publisher and producer of numerous networking events, also continues to grow and expand the Bisnow brand and influence in DC and thirteen other cities, all of which are federal hub cities. Mark Bisnow is one of the more interesting people I know and it is always fun to have coffee with him and brainstorm. Dave Stegon going to FedScoop opens the door to changes at Bisnow. I have known Mark Bisonw by reputation since the late 1990s, when he was the main face and voice of MicroStrategy. He did a live radio show from the dining room at the Tower Club, which planted the seed for me wanting a talk show. Bisnow has three national newsletters: Fed Tech Bisnow, Real Estate Bisnow, and Association and Non-Profit Bisnow. Each city has a real estate newsletter, and Bisnow events occur in each city served. From his townhouse offices off Connecticut Avenue in NorthWest DC, Bisnow is always someone to watch because he is never boring and always innovative.

WFED and http://www.federalnewsradio.com/: Chris Dorobek has moved on to places yet to be named and Francis ("the voice") Rose will move into the afternoon drive-time slot. I refer to Francis as "the voice" because he has one of those voices that just oozes depth and authority. He is fun to listen to and you always learn something. With the departure of Chris Dorobek after two and one half years, there will be other changes coming to WFED. The only weakness of Dorobek in the PM drive time was he did his show live from 3-5 PM, then the show was repeated from 5-7 PM, unless pre-empted by a sports event. Francis Rose will do a 4 hour show, and he has become a top talent in our market. While I am not privy to what is happening, I expect some new shows and hosts. WFED also has a robust web presence, one of the best overall active news source for all things Federal, and the listening audience for WFED (1500 AM) continues to grow. The combination of broadcast and a robust web site is powerful. My show (Amtower Off Center, Monday at noon) is in year 5 and I have to say, while I hate the drive into DC, I always enjoy myself when I get there.

GovLoop: We also have the rise of Steve Ressler's www.GovLoop.com as an online social network, news and opinion source. The network is around 40,000 strong. Steve Ressler started http://www.govloop.com/ in June, 2008 as the first social network "by, for and about Feds", and in two and one half years it has grown to 40,000. While this is not huge by social networking standards, it is significant. Steve is no longer a Fed, but he remains a force. Some rumors put Dorobek here later this year. Will it be the blogging or broadcast Dorobek, or both? Ressler also does Gov 2.0 Radio with Adriel Hampton and Steve Lunceford on Blog Talk Radio.
 
GovWin: Jeff White's GovWin, now part of Deltek (along with Input), has become a great information source for small businesses seeking government contracts. It has several large businesses that use GovWin to identify the sub-contractors they require for bids. GovWin started out as a portal to help small companies partner and sub-contract and it is still that, but much more. It has become a news and education portal for the 27,000 plus members it serves. The site is free for small businesses to join, so there is every reason to do so. With a parent like Deltek and with Input as a sister company, I am looking for much more from http://www.govwin.com/.

TFCN- The Federal Contractor Network: Further, we have Alex George's TFCN network that started on LinkedIn and evolved into yet another social networking platform, http://www.tfcn.us/ with news and opinions. Alex George has been relentless in expanding the TFCN brand through deploying groups on LinkedIn and driving traffic to http://www.tfcn.us/ portal.


Final thoughts, comments and detritus:


Targeted content delivered by enews platforms is not going away and content delivered in mutliple ways is growing. Interactive content, where visitors or members can comment directly will be an important feature. Opinions and analysis, as well as news, will be part of the mix of the successful portals. The ability of members and visitors to share the content will assist in the viral spread. I am looking for an audio component from some of the more innovative players in the market. Web radio, podcasting and traditional broadcasting are key to delivering content in the ways that people digest information. Portals that offer a robust combination of news, opinions, blog(s), audio and video content will emerge stronger than those that have mutiple ways to disseminate appropriate content.

Audio has always been at best a sideline in our market, as had video.

No longer

As government contracting C-levels, sales, business development and marketing professionals, it is critical to understand where our target audience(s) get the information that is critical to them. The market is evolving in ways we could not imagine a few short years back. At my August,2008 session of Government Marketing Best Practices, I said traditional B2G media that did not adopt and adapt to social networking platforms would fall behind and lose marketshare. Those that were slow suffered.


And afterthoughts:

I am not ignoring 1105 (Federal Computer Week, Washington Technology, FOSE, etc), Government Executive, or Federal Times but will address print media separately soon. I am also not implying they are not changing and adapting, as they remain vital information sources to the government community.

I also did not address the blogging community at all in this, as it deserves a separate detailed analysis. I am currently seeking some input on this from some key bloggers in the community.

I will point out that though I am a member of GovLoop, GovWin and TFCN, LinkedIn is my social network of choice and it just hit 100,000,000 members. I am member # 222,445, having joined over seven years ago (February 11, 2004). LinkedIn is an important part of the information and content sharing platforms for the business of government.

Bloomberg Enters B2G Market

I heard rumblings late last year that financial news giant Bloomberg was looking for a play in the B2G market.

Today I heard that Bloomberg bought government contract and grant research firm Eagle Eye Publishers. While the details are blurry, here is what I hear:

1) Bloomberg bought the data, and left founder & owner Paul Murphy with the name;
2) Mr Murphy will stay as a consultant for 6 months;
3) Bloomberg may not be done buying stuff;
4) Bloomberg has very aggressive sales goals.

What this means to the B2G world:

1) Onvia, Federal Sources, Input, Carroll Publishing and others now have another competitor - well actually the same number, as Eagle Eye is gone. But Bloomberg will be better financed and more aggressive.

2) Contractors will be getting sales calls from a new player that will be merciless in its pursuit of marketshare.

3) Maybe Washington Technology and WFED will have a new advertiser!

What value does Bloomberg bring to the market? That remains to be determined, but suffice it to say they have the resources to be a real player. If they can jettison any attitude that might accompany their entrance ("We're Bloomberg and you're not" a la Chevy Chase on Saturday Night Live from the old days), they should do well.

If they come in with the attitude, many of us will be available to point it out.

Regardless, this will be fun to watch unfold.

The Blog Name Change

Amtower Off Center is my radio show, and it has a brand of its own. You can listen to my shows in the archive at www.FederalNewsRadio.com and you can listen live in DC on 1500 AM or on the web at the web site at noon every Monday.

The blog is still me, attitude intact, but it is different from the radio show. Amtower on B2G is what I do - business to government marketing, business to government sales, business to government BUSINESS.

My first book, Government Marketing Best Practices, was about selling to the government. My seminars are about selling to the government, my web sites, www.GovernmentMarketMaster.com
www.GovernmentExpress.com
www.FederalDirect.com
are about selling to the government.

And now, a little more clearly, Amtower on B2G is about selling to the government.

Stay tuned!

FOSE reversal - expo is free to all

If somehow you have missed it, FOSE occurs next week at the DC Convention Center.

Over the last several weeks radio spots for FOSE were saying the expo was "free for DOD and Federal employees". The FOSE web site now says the expo portion is free for DOD, Federal employees and government contractors.

This is not the first time this reversal has occured. A few years back, under the previous owner (Post Newsweek Tech), FOSE did this when the contractor community balked at paying $50 to see exhibits. It seems overall attendance may be down again, and the last minute jolt might help. I understand the need to monetize the event in as many ways as possible, but charging contractors for the exhibits does not work and with fewer people in the exhibit halls, the show floor looks like a ghost town.

If you'd like to register, go to
www.FOSE.com

I will not be attending for the 2nd time in 25 years. I will be leaving the country on the 11th and will have several things to do prior to that. Even if I were in town, there are fewer reasons for me to attend. High among my reasons for not attending is the lack of parking in the vicinity of the DC Convention Center. I hate going there. Whoever designed this place had an obvious Metro bias which does not servve the best interests of the event producers.

Last year I was at FOSE to do a live radio broadcast from the show floor, and it was fun having several of my friends who were exhibiting as guests on the show. This year my radio station - WFED, www.FederalNewsRadio.com - opted not to go, as did some of the exhibitors who were on my show.

I would like FOSE to succeed, but the age for the mega-tech show may be passing. MacWorld and others are going away. Some tech trade pubs are folding. VAR Business just put out its last issue and will now be part of CRN.

If companies have marketing dollars, apparently they are looking for other places to spend them.

FOSE must reinvent itself if it is to survive. It would be great to have one big event that attracted the IT community (other than the Input holiday party), but it is going to take some radically new thinking.

End of Week Notes

The Government Media and Marketing Networking Reception is Tuesday, Feb 24 at 7:30 AM at the Tower Club is Vienna, VA. To register, go here - http://www.eventbrite.com/event/263857204. I would suggest registering now as this may sell out. This is a reception - not a lecture. You can meet and talk to editors, reporters, radio hosts and a few PR folks. Tony Welz & Evan Weisel put on great events. If you attend, look for me.

My radio show Monday (noon, 1500 AM, simulcast at www.FederalNewsRadio.com ) features Louis Numkin and Gretchen Morris of FISSEA, the Federal Information Systems Security Educators Association. The 22nd annual FISSEA conference will be held at the Gaithersburg, MD Capus of NIST March 24-26. These are great people who work tirelessly to get the word out on computer security in federal agencies. They also provide in-agency education on all things related to computer security and are big advocates of the various security certifications available. I have been watching them for almost 20 years, ever since Lynn McNulty (who then worked in Dr Jim Burrows Computer Security Lab at NIST) told me about them around 1991. Time flies when you're having fun!

The ASBC held two Business Over Breakfast events this week: the usual one at the Tower Club on Wednesday (with over 40 people), and then one this morning at La Madeline in Columbia, MD (with about 12 people). I was lucky enough to atend both. If you haven't attended one, come next Wed to the Tower Club, but pre-register at www.TheASBC.org .

I also was at the Tower Club Thursday meeting with Bob Gosselin of EMC. While we were in the dining room, at the same time The Washington Breakfast Club (part of the ASBC) was hosting an SRO crowd across the lobby in the Fairfax Room...

This past Monday I had a one-on-one meeting with the Howard County (MD) BRAC Director, Kent Mesner. BRAC plans are proceeding and will certainly impact the national capitol area on both sides of the river. If Mr Mesner's name sound familiar, he went under the title Colonel Mesner when he was commander of Fort George G Meade.....