DirectoryM Relaunches Ad Network

DirectoryM has relaunched its ad network that helps businesses connect to local customers online less than one year after an employee buyback. The company's hosted platform enables publishers to include local business directories and contextually-relevant articles on their web sites.

DirectoryM's content engine crawls the publishers' databases to find the content and present it to specific site visitors of a targeted region. Publishers can customize the directories to blend in with their site design and other site offerings. DirectoryM functions under a revenue-sharing model. However, other ad models, including pay-per-call, are available options.

There is certainly a need for DirectoryM's service as consumers increasingly rely on the Internet to find appropriate service providers. DirectoryM's service helps publishers offer even more relevant content to its readers while helping local businesses connect with local customers who are ready to purchase a particular product or service.

It's also a positive that employees were able to get the company back on track. It appears that the features and functionality of the DirectoryM platform remain the same; but it's possible that could change. While the company boasts impressive web site publishing partners, such as Newsweek.com, its possible another focus will be on adding more publishers and advertisers to the network.

A Cure for Site Registration Blues?

I'd seen it before on a few other sites, didn't know what to make of it, and kept going. But when I saw it front and center on Plaxo's main sign-in screen, I knew it was time to check out this latest web innovation: OpenID.
Viewed at 50,000 feet, OpenID is an ingenious concept: You can register (once) at any OpenID-enabled site, and then use your username (in the form of a URL) at other OpenID sites to skip the dreaded process of re-registering at every single site you visit. It's a classic win-win: publishers gather more registrations complete with highly valuable user data, and users get faster, more fluid access to a large number of sites.

I spent a little time reading up on OpenID to get the gist of it. Then I created an OpenID for myself at www.openid.org. Time to give it a whirl.
I went to the LiveJournal.com, a blogging site. I logged in with my OpenID and was presented with a totally confusing page in response that left me uncertain if I had logged in, but in clicking around some more, I think I was logged in. I went back to Plaxo, entered my OpenID, and in response got an error page so lengthy I actually think I may have crashed their server. I tried to log into NerdBank, a programmer community site (they should know how to make it work, right?) but got only "authentication error" in response to my login.

So what's going on? Two seconds on the official OpenID site yields the answer: OpenID is being killed by the very programmers who are developing it. It's nerd heaven, too clever by a half in almost every respect. Everyone is running around finding clever new applications for OpenID without taking the time to make sure that its most important application, cross-site registration is working simply and dependably.

OpenID is great in concept. It appears to be getting some traction too, with Microsoft, AOL, Sun, Novell and others embracing it. I thought it was really hitting its stride when I saw it so prominently featured on Plaxo, but it's not yet ready for prime time. I am not ready to write it off, because its goal is so worthy, and its upside potentially so great for publishers. But for now, just watch and wait.

Labels: openid, site registration

infoUSA To Acquire Direct Media

infoUSA this week announced that it signed a definitive agreement to acquire Greenwich, Conn.-based Direct Media, a company that offers list brokerage, list management, analytics, database marketing and data processing services.

infoUSA plans to retain Direct Media's workforce. In a statement announcing the deal, Vin Gupta, chairman and CEO of infoUSA said that the acquisition helps the company continue to pursue its strategy of consolidating the direct marketing industry.

Consolidation is certain the key word here. With similar companies, like Edith Roman Associates and Walter Karl, already in its stable, infoUSA is effectively further consolidating the direct marketing space with this latest buy.

All parties should benefit from the acquisition. Direct Media will be able to better serve its customers through the infoUSA resources it now gains. This will also give an instant boost to infoUSA's capabilities and will expand its customer base in the process.

The deal is expected to close next week. Look for the integration to be fairly quick as well. infoUSA is certainly a veteran when it comes to such acquisitions.

The Players Directory Expands into Australia

The Players Directory, a directory of talent geared toward a readership of casting directors, this week launched The Australian Players Directory. The print book will be distributed to casting professionals in the U.S. and Australia and help connect them to Australian actors.

In Los Angeles (where The Players Directory originates), the book will be sent to professionals included in the database of Ausfilm, a government-industry partnership that is comprised of all of Australia's State and Territory Screen Agencies, 40 private sector screen production service companies and Australia's federal government, through the Department of Communications, IT and the Arts (DCITA).

The new directory will also target to directors and producers.

The Players Directory's strategy here is quite unique. Expanding a product's presence from Los Angeles to Australia isn't a typical route for growth. In addition, launching a new directory in a print format is also not a typical launch strategy these days. Regardless, both of these strategies appear ideal for this particular market. Australia has been the home to many popular actors in recent years (such as Russell Crowe and Nicole Kidman) and it will likely yield future talent; and a print book is ideal for casting directors to tote to off-site meetings.

The Academy Players Directory was first published more than 70 years ago. This is clearly proof that this publisher understands its market's needs--and has been able to adapt to any changes to those needs. This new launch will likely continue to confirm that the publisher knows what its market wants and delivers it.

United Business Media Acquires Think Service

United Business Media plc announced this week that it acquired Think Service Inc. for its CMP Technology business for $24.5 million. Think Service is a membership, certification and training, and events company that serves IT service and support professionals. It also provides training and information to service desk (help desk) employees.

Think Service also operates an association for IT support professionals across the globe that serves about 7,000 members. It also hosts an annual conference and expo for the industry.

In a company statement announcing the deal, United Business Media noted that Think Service would complement CMP Technology's International Customer Management Institute (ICMI) business that was acquired in 2005. ICMI provides call center consulting, membership, certification and training, and events. Also in the statement, David Levin, CEO of United Business Media, noted that the deal was part of CMP's development in the global exhibition, training and consulting segment that serves the professional IT support market--a market in which CMP has noticed strong growth.

Think Service, along with ICMI, will certainly help CMP Technology (and United Business Media) truly position itself as more than a publisher. It makes the company more of a service provider and a consultant. CMP can provide content its customers need to succeed in this segment as well as the guidance that helps them put that information to use and make it more valuable. United Business Media's strategy to acquire companies like Think Service (which is essentially part publisher-part industry association) is a smart one. As we've said before, becoming an overall service provider is a great customer acquisition and retention strategy. The bond that CMP has with its market will undoubtedly be strengthened as a result of this relationship with Think Service.