automating the machines that make industry workputmanmedia.com/assets/cd_media_guide.pdf · that...

Contents Machine Builders Are Different

The OEM Market for Machine Automation

Global Audience Reach

Control Design Magazine Print Marketing Options 2013 Editorial Calendar

Digital Marketing Overview ControlDesign.com Website Rates & Specifications ControlDesign.com E-News Permission Marketing Practices Lead-Generation Programs

Content Marketing Services

Contact Information

www.controldesign.com

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It Can Be a Sure

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MOTION CONTROLSTEPPERS STEP IT UP

Integrated Automation Can Put a Big Bang in Your Universe, Making You a

Star in New Markets as Machine Design Gets Easier and Cheaper

Expand Your Functionality


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2013 Marketing guideAutomating the Machines that Make Industry Work

2013 MARkETING GuIDE

MaChine Builders are different

Control Design stands alone as the only media brand dedicated to the automation information needs of industrial machine builders, those original equipment manufacturers (OEMs) that build the machines that make industry work. We’re confident you’ll find our reader base and online community of engineering design and management professionals unrivalled in depth, quality and active participation.

And because we focus exclusively on the OEM market for industrial controls, we deliver more than twice the reach of any alternative marketing channel, in an editorial environment filled with articles of importance to the machine automation pro-fessional. Every other magazine covering the OEM market for industrial automation also attempts to serve at least one other master, tackling the automation priorities of end users or other generic design issues that lie far afield of industrial automation. This dilutes the circulation, the editorial environment, and ultimately the effectiveness of your marketing message.

What makes the Control Design community—and its information needs—unique is that machine builders don’t actually use many industrial automation products. They do, however, buy lots of them, embedding automation and control functionality on machines that will ultimately be used by industrial enterprises with very different needs and priorities. When you think of Control Design's audience, think of GE, which builds the turbine-generator set that is sold to Commonwealth Edison. Think of Heidelberg, which builds the printing press that is sold to the New York Times. Think of Trane, which builds the refrigeration system that is sold to Budweiser.

We believe the key to your success is that we work harder for you and the reader. Rather than publish a one-size-fits-all mag-azine and website that limit the precision of your marketing efforts, we align the specific information needs of defined buying communities with the specific market access that you need. So if you are tasked with selling machine automation technology to industry, and find that OEMs are a key path to your product's ultimate end-user markets, we can help you with a range of marketing challenges—from creating brand awareness to generating leads to arranging one-on-one strategic sales discussions with key prospects.

On behalf of the entire Control Design team, we’re looking forward to working together.

Keith LarsonGroup Publisher, VP-Content

froM the PuBlisher


As we define it, the original equipment manufacturing (OEM) market for industrial is primarily a subset of the U.S. Dept. of Commerce’s NAICS code 333, Machinery Manufacturing (formerly SIC 35). From makers of packaging machines to oilfield equipment, these companies are a unique market in that many of them don't use much automation technology—but, according to surveys by the Freedonia Group, they purchase more than 60% of all industrial controls deployed in industry, a per-centage that continues to grow relative to the maintenance/repair/operations (MRO) portion of the machine automation market.

When you think of Control Design's audience, think of GE, which builds the tur-bine-generator set that is sold to Commonwealth Edison. Think of Heidelberg, which builds the printing press that is sold to the New York Times. Think of York, which builds the refrigeration system that is sold to Budweiser. Indeed, machine builders that embed industrial controls represent a universe that Control Design penetrates more deeply than any other automation brand. In the U.S. alone, these 25,000 firms represent $350 billion* in annual sales.

From a technology perspective, Control Design focuses on five primary pillars of machine automation functionality:

• Machine Control – including programmable controls, computer numeric control, embedded controls, loop controllers, control networks, switches, relays, power supplies and software

• Operator Interface – including display terminals, software, touchscreens, key-boards, pointers, alarms, pushbuttons, enclosures, PCs

• Measurement Sensing & Vision – including transmitters, transducers, sensors, encoders, weighing systems/load cells, bar code scanners, machine vision systems and RFID

• Input/Output Systems – including terminal blocks, remote I/O, device networks, signal conditioners, cabling/wiring, CAD/E-CAD software, electrical panels, fuses, circuit breakers, connectors and cordsets

• Drives & Motion Control – including drives, motors, servos, steppers, valves, cylinders, motor starters and control centers, hydraulics, pneumatics, mechanical and electro-mechanical motion components

* 2007 U.S. Economic Census

the oeM Market for MaChine autoMation

our MissionTo serve the information needs of technical and managerial professionals at origi-nal equipment manufacturing (OEM) organizations whose job it is to optimize—through instrumentation, control and automation technology—the performance of machines for industrial manufacturing applications.

Why Machine Builders are different from end usersCentral to the mission of Control Design is the recognition that machine builders are different from end users. They have different priorities and different informa-tion needs.

• They spend their working day differently. MACHINE BUILDERS focus on designing next-generation products and finding components that offer competitive advantage. END USERS spend their time on the production floor, troubleshooting prob-lems and planning process improvements.

• Their performance in measured differently. MACHINE BUILDERS are measured on competitive benefits offered by new products and trouble-free operation in the field. END USERS are measured on continuity of production as well as cost effec-tiveness and product quality.

• They have different cost objectives. To the MACHINE BUILDER, hundreds or thousands of units multiply every dollar spent, and cost is equal to performance in importance. To the END USER, maintaining production flow is paramount; the cost of a particular control component is secondary.

• They have different time pressures. The MACHINE BUILDER is in a time-to-market race with competitors for each new product model. The END USER spends most of his time in maintenance or repair mode; timing on these functions is primarily routine or reactive.


Through its print publication and digital platforms, the Control Design brand touches the machine builder community thousands of times each month. The audiences for our digital and print products are increasingly differentiated, with a growing international audience for our digital media platforms. Social media, too, is an increasingly important means by which Control Design connects with the machine automation community.

gloBal audienCe reaCh

0 10,000 20,000 30,000 40,000 50,000

Magazine

E-Newsletter

Website

Social Media

40,020 monthly recipients

30,942 daily recipients

20,034 monthly visitors

7,032 regular consumers *

Reach by Platform

* Sum of Facebook “Reach” metric (3,255 monthly), Twitter followers (2,808), and LinkedIn group members (969) as of 9/25/2012

Domestic vs. International Reach

Domestic (U.S.) 38,983 International 1,037 Total 40,020

Control Design Magazine

ControlDesign E-News Domestic (U.S.) 19,803International 11,139 Total 30,942


ControlDesign.com

Visitors by World Region

AmericasUnited States 41.9%Rest of Americas 8.1%

Europe, Middle East 20.6%& Africa Asia 29.4%

0 10,000 20,000 30,000 40,000 50,000

Magazine

E-Newsletter

Website

Social Media





Reach by Platform







ControlDesign.com





Each month, thousands of subscribers turn to the print edition of Control Design magazine for new ideas on how to improve the performance of their machines through the application of automation and control technology. And because Control Design focuses exclusively on automation professionals at industrial machine builders, it offers unrivaled access to the buying teams within this market.

While our circulation's roots are primarily in the North Ameri-can market (download latest BPA audit statement), a growing number of automation professionals domestically and interna-tionally subscribe to the digital version of the magazine.

Control Design Subscribers by Industry and Job Title

Industry Total Engineering Management Operations R&D

Air & Gas Compressors 790 325 158 258 49

Engineering & Integration Services 8,524 4,076 2,398 1,718 332

Engines & Turbines 1,543 686 260 492 105

Food Products Machinery 2,195 793 575 700 127

Industrial Fans, Blowers, Air Purifiers

840 353 212 246 29

Industrial Heating, Refrigeration, & AC Equipment 1,494 681 308 451 54

Industrial Process Furnaces & Ovens

1,028 485 222 260 61

Machine Tools 4,078 1,328 1,326 1,271 153

Materials Handling, Conveyors & Conveying Equipment 1,870 768 417 589 96

Metalworking Machinery 3,729 1,185 1,082 1,320 142

Mining Machinery & Equipment 671 303 135 198 35

Oil & Gas Field Machinery & Equipment

1,211 528 264 369 50

Packaging Machinery 959 425 199 297 38

Paper Industries Machinery 369 146 67 130 26

Printing Trades Machinery & Equipment

519 178 128 181 32

Pumps & Pumping Equipment 825 316 205 261 43

Rolling Mill Machinery & Equipment

193 57 80 7 49

Semiconductor Manufacturing Machinery

1,392 767 196 351 78

Textile Machinery 225 80 57 75 13

Woodworking Machinery 339 77 132 123 7

Other Industries and Special Industrial Machinery, NEC 7,226 3,041 1,660 2,154 371

Total Subscribers 40,020 16,598 10,081 11,451 1,890

Source: June 2012 BPA Worldwide audit

Control design Magazine

Depth of Circulation to Representative Machine Builders

Company Machines Built Quantity

Applied Materials Systems for microchip manufacturing 52

Caterpillar Diesel engines & generators 123

Cincinnati Machine Machine tools 15

Fluor Engineering services 21

FMC Technologies Food products machinery, material handling systems 32

General Electric Power turbines & generators 163

HalliburtonOil & gas field equipment, refining & processing systems

36

Jacobs Engineering Engineering services 54

Joy Mining Mining machinery & services 12

Paper Converting Machinery Co.

Converting, printing & packaging machines

17

Trane Industrial cooling & refrigeration systems 37

Source: Publisher's analysis


While digital media has evolved into an extremely powerful tool for connecting with prospects in the machnie automation marketplace, print advertising remains a mainstay of the industry’s leading suppliers.

These marketing-savvy organizations realize that the vast majority of their poten-tial customers are not actively seeking information on their companies’ products and services at any given time. But they are open to marketing messages when they “lean back” to read a magazine, when they’re open to being informed of what’s new without a specific agenda in mind. Digital media, on the other hand, typically excels when a pros-pect is further along the marketing funnel—they’re “leaning forward” to find a solution to a particular problem, responding to a resonant white paper offer or searching the web. And if they’re not familiar with your company and what it has to offer, the chances of a successful engagement plummet as well.

Indeed, print advertising remains unequalled in its ability to cost-effectively deliver marketing messages to a large universe of potential customers who, at the moment, might not yet be ready to buy.

In addition to print advertising in a broad array of creative formats from full pages and spreads to classifieds, Control Design offers a range of other print-based solutions to your marketing needs:

• Inserts, whether tipped into the magazine itself or riding along in a poly bag with the magazine, can take a wide variety of forms. From promotional DVDs to simple bounce-back postcards, rising postage costs often make our insert programs quite cost-competitive with direct-mail distribution. Inserts can be supplied, or we can produce them on your behalf. Distribution can be to our full circulation, or to a select demographic subset based on subscriber industry or title (see latest BPA Worldwide statement for full range of demographic selection criteria).

• Belly bands wrap the entire outside of the magazine with a 6-inch-tall version of your marketing message. Gross rate for a belly band to Control's full circulation, including production, is $16,000; download belly band specifications. Distribution to a demograph-ic audience, or around trade-show copies to boost booth traffic, is available.

• Custom editorial and design services are available to develop and execute unique marketing campaigns—including custom inserts and advertorial supplements. Two recent examples include these turnkey supplements created on behalf of ABB and the HART Communication Foundation. For more details on our full range of custom content services, click here.

For further details or to discuss how we can help with your unique campaign require-ments, contact your sales representative.

Print Marketing oPtions

four-Color Print advertising rates *

Open 6x 12x

Ad Dimensions **

(WxD, inches)

Full page $7,400 $7,000 $6,500 7 x 10

One-half page island $5.500 $5.100 $4,600 4-9/16 x 7-1/2

One-half page vertical $5,000 $4,600 $4,100 3-1/4 x 10

One-half page horizontal $5,000 $4,600 $4,100 7 x 4-7/8

One-third page vertical $4,400 $4,000 $3,600 2-3/16 x 10

One-third page square $4,400 $4,000 $3,600 4-9/16 x 4-7/8

One-quarter page $3,700 $3,300 $2,900 3-1/4 x 4-7/8

* 5% premium for fifth color or PMS. All rates gross. ** Non-bleed space units. 7-7/8” x 10-1/2” trim; 7” x 10” page size.

Full-page plate size: 8-1/8” x 10-3/4”; bleed spread for each plate: 8-1/8” x 10-3/4”.


January feBruary MarCh aPril May June

ad Close, Materials due 12/12, 12/19 1/11, 1/18 2/11, 2/18 3/12, 3/19 4/12, 4/19 5/10, 5/17

Cover storyDesign for

Lifecycle Costs The Flexible Machine

How OEMsResearch, Specify

and Buy

The Energy-Efficient Machine

MachineSafety

Legacy Controls Support

Machine Controlprogrammable controls, computer numeric control,embedded controls, loop controllers, controlnetworks, switches, relays, power supplies, software

Roundup:Power Supplies

ProgrammableSafety Controllers

ControllerOperating Systems

VirtualMachine Design

Roundup:Programmable Controls Power Supplies

operator interfacedisplay terminals, software, touchscreens, keyboards, pointers, alarms, pushbuttons, enclosures, PCs

AccessControl

Roundup: HMIHardware & Software

HazardousArea Operation

HandheldOI

M2MCommunications

Data Acquisition

Measurement, sensing & Visiontransmitters, transducers, sensors, encoders,weighing systems/load cells, bar code scanners, machine vision systems, RFID

Presence Sensors Machine Vision Roundup: Sensors Accuracy & Precision Encoders & Resolvers Roundup:Machine Vision

input/output systemsterminal blocks, remote I/O, device networks, signalconditioners, cabling/wiring, CAD/E-CAD software, electrical panels, fuses, circuit breakers, connectors and cordsets

I/O Choices Network Hardware Housings & Enclosures Machine-Mount I/O Wireless Sensors Wiring and Cable

drives & Motion Controldrives, motors, servos, steppers, valves, cylinders,motor starters and control centers, hydraulics, pneu-matics, mechanical and electro-mechanical motion components

Linear Motion Electronic Drives Motor Design Roundup: MechanicalMotion Components Motor Technology Hydraulics

Market intelligence report

Motion, Drives & Motors HMI and Industrial PCs I/O Systems andTerminal Blocks

event Preview/Bonus distributionARC Forum

Orlando, 2/11-14

ABB Automation& Power World

Orlando, 3/25-28

Hannover Fair Hannover, 4/8-12 Sensors Expo

Chicago, 6/5-6

SiemensAutomation Summit,

New Orleans, 6/24-27

other Marketing toolsQualified Lead Program Industrial Networking Qualified Lead Program Industrial Networking

2013 editorial sChedule


July august sePteMBer oCtoBer noVeMBer deCeMBer

ad Close, Materials due 6/11, 6/18 7/11, 7/18 8/9, 8/16 9/12, 9/19 10/11, 10/18 11/12, 11/19

Cover storyIntegrated

Automation PlatformsThe Global

Machine Readers’ Choice

AwardsDesign Skills for the Future

The Remote Machine

Machine Builderas System Integrator

Machine Controlprogrammable controls, computer numeric control, embedded controls, loop controllers, control net-works, switches, relays, power supplies, software

Roundup:Safety Components Relays PC-Based

ControlProgramming

SoftwareRoundup: Control

Software PACs

operator interfacedisplay terminals, software, touchscreens, keyboards, pointers, alarms, pushbuttons, enclosures, PCs Industrial PCs Roundup: Switches,

Buttons & Indicators Alarms Panel Meters Enclosures& Workstations

Roundup: Industrial Computers

Measurement, sensing & Visiontransmitters, transducers, sensors, encoders,weighing systems/load cells, bar code scanners, machine vision systems, RFID

PresenceSensors

Process VariableMeasurement

SafetySensors/Switches

ColorSensors

MachineVision

WirelessSensors

input/output systemsterminal blocks, remote I/O, device networks, signal conditioners, cabling/wiring, CAD/E-CAD software, electrical panels, fuses, circuit breakers, connectors and cordsets

TerminalBlocks

CircuitProtection

Panel BuildingAdvances

Roundup: TerminalBlocks & I/O

Electrical DesignSoftware Analog I/O

drives & Motion Controldrives, motors, servos, steppers, valves, cylinders, motor starters and control centers, hydraulics, pneu-matics, mechanical and electro-mechanical motion components

StepperMotors

ServoMotors

Roundup:Drives & Motors

MechanicalMotion Control Pneumatics Motor

Starters

Market intelligence reportPneumatics & Hydraulics Machine Safety Sensors & Vision

event Preview/Bonus distribution

NIWeekAustin 8/5-8

Pack ExpoLas Vegas, 9/23-25

Automation FairHouston, 11/13-14

SPS/IPC/Drives Nuremberg, 11/26-28

other Marketing toolsQualified Lead Program Industrial Networking Qualified Lead Program Industrial Networking

2013 editorial sChedule


digital Marketing oVerVieW

Website advertising – Control Design’s digital marketing offering centers on its web-site, ControlDesign.com, where each day thousands of machine automation profession-als turn to read feature articles, news stories and blog posts; watch and listen to tutorial videos, interviews and podcasts; find information on thousands of control and instru-mentation products; and access our comprehensive library of nearly 500 white papers. The site is designed to accommodate a range of cost-effective advertising formats, from buttons to expandable towers.

e-newsletter sponsorships - ControlDesign.com E-News is distributed each week-day to 31,000 OEM specifiers of machine control components and systems. Summaries and content links highlight the latest feature articles, news reports, new products and multimedia content of interest to machine automation professionals. A range of sponsor-ship formats is available.

lead-generation Programs – Control Design helps its clients achieve their lead-genera-tion goals using permission marketing best practices. In line with these principles, Putman Media leverages its brands’ relationships with subscribers to make them aware of marketers’ permission marketing assets—typically white papers, webcasts and other information-rich offers. Special reports created by Control Design also are available for sponsorship:

White Paper Promotion - Named for our most commonly promoted permission marketing asset, the White Paper Program consists of a mix of email, website and/or so-cial media promotions of a supplied white paper with the expectation of 100 completed registrations.

“Control Design Essentials” series - New to the lead-generation lineup this year is a series of tutorial guides on essential machine automation topics. Created by the editors of Control Design, each of these interactive PDFs will bring the latest topical intel-ligence together with timeless articles, videos and other content from the Control Design archives.

Co-brand Webcasts - A significant step up from white papers in terms of user engagement, our webcast programs offer an opportunity to directly advance thought leadership with sales prospects. Control Design’s editors work with your marketing and subject matter experts to develop and moderate a compelling online presentation and discussion, including live Q&A with attendees.

knowledge Center sponsorship - Like a supercharged white paper or webcast cam-paign, ControlDesign.com Knowledge Centers bring together a range of essential decision-making resources on a given topic—white papers, webcasts, video clips, articles, applica-

tion notes, etc.—in a dedicated microsite on ControDesign.com. The site user’s ability to access multiple downloads from a single registration facilitates the user experience and allows the sponsor to qualify leads based on specific interests and readership.

traffic generation - If your company already has a registration process for permission marketing assets in place on your website, use Control Design to promote your assets to our audience and drive traffic directly to the relevant landing page on your site. Custom traffic-generation programs are available on a cost-per-click (CPC) basis.

Content Marketing services – With decades of experience as the leading indepen-dent publisher in the industrial automation space, Control Design and Putman Media can bring that expertise and credibility to bear on behalf of your company in the form of custom and/or co-branded content. Our new Content Needs Assessment offering is described below, together with links to examples of content we’ve created on behalf of automation clients:

Content needs assessment - The Control Design publishing team members know the automation industry landscape and they understand your prospects’ information needs. The Content Marketing Assessment matches current content assets against marketing goals and strategies, helping to create an action plan for future content development.

White Papers & other reportsOperator Effectiveness: The Next Frontier of Process AutomationHow to Improve Safety at Your Plant

event Coverage Emerson Exchange - Microsite | E-News | Print | PDFAutomation Fair - Microsite | E-News | PDF

Microsites & landing PagesThe Wireless Plant Honeywell Users Group

Co-branded supplementsAll Roads Lead to HART Set Your Operators Up for Success I/O at Your Fingertips

Customer MagazinesWireless Now The Journal


Control Design’s digital marketing offering centers on its website, ControlDesign.com, where each day thousands of machine automation professionals turn to read feature articles, news stories and blog posts; watch and listen to tutorial videos, interviews and podcasts; find information on thousands of control and instrumentation products; and access our comprehensive library of nearly 500 white papers.

ControlDesign.com is designed to accommodate a range of cost-effective advertising formats, from buttons to expandable towers. Site traffic reporting for ControlDesign.com relies on best-in-class Adobe/Omniture SiteCatalyst analytics (an essential compo-nent of the Adobe Digital Marketing Suite), which effectively eliminate spider traffic and other false traffic inflators.

Controldesign.CoM

Controldesign.com – typical Monthly trafficMetric June 2012

Daily unique visitors 497

Total visits/user sessions 20,034

Page views 34,512

Visits originating from search engines 8,476 (42.3%)

International visits 9,636 (48.1%)

1. Bangalore, India2. Mumbai, India3. Singapore4. Seoul, South Korea5. Kuala Lumpur, Malaysia6. London, England7. Chennai, India8. Pune, India9. Delhi, India10. Manila, Philippines11. Bangkok, Thailand12. Taipei, Taiwan13. Tokyo, Japan

14. Sydney, Australia15. Toronto, Canada16. Dubai, UAE17. Hyderabad, India18. Istanbul, Turkey19. Tehran, Iran20. Hong Kong21. Mexico City22. Bogota, Columbia23. Calgary, Canada24. Perth, Australia25. Jakarta, Indonesia

top international Metropolitan areas

0 10,000 20,000 30,000 40,000 50,000

Magazine

E-Newsletter

Website

Social Media





Reach by Platform







ControlDesign.com





WeBsite rates & sPeCifiCations

Creative CPM *

Top Leaderboard728x90 pixels; 40k file size limit; animation, rich media acceptable

$135

Boombox336x280 pixels; 40k file size limit; animation, rich media acceptable

$135

Half-Page Tower300x600 pixels; 50k file size limit; animation, expandable to 600x600 pixels upon user initiation

$160

Article-Embedded Text Box

Up to 40-character headline, plus 300 characters additional text and link

$135

Featured Product (Home Page)

120x60 pixel non-animated image, plus 40-character headline and 300 characters additional text

$100

Bottom Leaderboard

728x90 pixels; 40k file size limit; animation, rich media acceptable

$100

Short Rectangle336x175 pixels; 40k file size limit; animation, rich media acceptable

$100

Button125x125 pixels; 15k file size limit; non-animated

$80

Sponsored LinkUp to 40-character headline, plus 80 characters additional text

$47

Top Right220x90 pixels; 20k file size limit; animation, rich media accepted

$2,000 per month

* Cost per thousand impressions, gross rates

Top Leaderboard

Boombox

Half-Page Tower

Featured Product

Bottom Leaderboard

Short Rectangle

Button

Top Right

Sponsored Link


Skyscraper

Lead Sponsor

ControlDesign.com E-News is distributed each weekday to 31,000 specifiers of ma-chine automation systems and components. Two of these weekly editions (Monday and Wednesday) update subscribers on the latest feature articles, news reports and other content posted to ControlDesign.com. The Thursday edition is dedicated to the latest in new products of interest to machine automation professionals. Friday’s popular weekly wrap highlights the most popular pieces of content for the week. And each Tuesday is reserved for our permission marketing activities, alerting subscribers to the latest white papers, webcasts and other lead-generation offers from our marketing partners.

Controlglobal.com e-news rates and specifications *

Position Creative 1X 6X 12X

Lead Sponsor

120x60 pixel non-animated image, plus 70 words additional text

$1,530 $1,330 $1,100

Tower

265x740 pixel non-animated images/text combination display on right-hand side of e-newsletter (precludes skyscraper placement in same e-newsletter)

$2,530 $2,400 $2,100

Skyscraper 160x600 pixel non-animated image $1,825 $1,640 $1,460

Sponsored Link

Up to 40-character headline, plus 80 characters additional text

$470 $400 $330

* All character counts include spaces. All rates gross.

Controldesign.CoM e-neWs

Tower

Lead Sponsor


PerMission Marketing PraCtiCes

Identifying—and nurturing—qualified sales prospects is an increasingly essential element of today’s business-to-business marketing mix. Control Design helps its clients achieve their lead-generation goals using permission marketing best practices devel-oped and popularized by Seth Godin and others over the past decade.

In contrast to traditional “interruption marketing,” permission marketing requires that marketers ask for—and obtain—a potential customer’s explicit permission before advancing to the next step in the marketing process. A marketer offers something of value to a potential prospect and, in exchange, the prospect gives permission to be marketed to. In effect, “give me something of value, and I’ll pay attention to what you have to say.”

“The incentive you offer to the customer can range from information, to entertain-ment, to a sweepstakes, to outright payment for the prospect’s attention,” Godin writes. “But the incentive must be overt, obvious and clearly delivered.”

In line with these best practices, Putman Media leverages its brands’ relationships with subscribers to make them aware of marketers’ incentives—typically white papers, webcasts and other information-rich offers. Clicking on one of these offers takes the subscriber to a registration page, where they must fill out a series of identifying fields (or at least click “submit” if the fields can be pre-populated based on our knowledge of the subscriber). By engaging in this registration step, the subscriber effectively grants the marketer permission to contact them directly—and the lead’s contact information is supplied to the marketer.

Our lead-generation programs are designed to scale across several important dimen-sions. For example, increasing depth or richness of registration data will result in fewer, more qualified leads (or a higher effective cost-per-lead, or CPL). Similarly, the addi-tion of exclusionary demographic filters—by industry or geography, for example—will result in fewer leads (or a higher CPL). Another factor to consider is a lead-generation program’s ability to also build basic brand awareness vs. thought leadership (or both) for the sponsor. Content requirements also play into our lead-gen program alternatives: a co-branded webcast, video production or white paper developed on your behalf will of course entail a higher cost on a CPL basis (more details on our Content Marketing Services).


White Paper ProgramsNamed for our most commonly promoted permission marketing asset, the basic White Paper Program consists of a mix of email, website and/or social media promotions of a supplied white paper with the expectation of 100 completed registrations. All white papers submitted must meet editorial standards for non-commercial content. Other suitable permission marketing assets, such as calculators and other online tools, on-de-mand webcasts, videos, etc., also may be suitable for promotion. Registration fields col-lected include name, title, company, email address and one custom qualifying question. Program pricing is $4,200 gross ($3,570 net); additional fields or demographic filters will increase pricing or reduce lead volume commitment.

Control Design Essentials seriesNew to the lead-generation lineup this year is a series of tutorial guides on essential ma-chine automation topics. Created by the editors of Control Design, each of these interac-tive PDFs will bring the latest topical intelligence together with timeless articles, video and other content from the Control Design archives. Registration fields collected include name, title, company, and email address for a minimum 300 leads. Pricing is $3,000 gross ($2,550 net) for each of no more than five sponsor companies (non-exclusive leads). Exclusive sponsorship is available for $11,765 gross ($10,000 net).

The 2013 Control Design Essentials schedule is as follows:February Machine SafetyApril Industrial EthernetJune Motion ControlAugust Human Machine InterfaceOctober Power IntegrityDecember Input/Output Systems

Co-branded WebcastA significant step up from white papers in terms of user engagement, our webcast pro-grams offer an opportunity to directly advance thought leadership with sales prospects. Control Design ’s editors work with your marketing and subject matter experts to develop and moderate a compelling online presentation and discussion, including live Q&A with attendees. For added credibility, a guest speaker in the form of a current end user or analyst typically is invited to speak as well. The webcast is promoted to the machine

builder community through e-newsletters as well as other traffic drivers. A digital strategist actively manages promotional efforts to ensure registration expectations are met. Corporate branding and resource links for the sponsoring company are built into the webcast interface. Pricing of $17,650 gross ($15,000 net) is based on an expectation of 150 registrants, including all platform, production/hosting services and on-demand streaming for one year. View recent webcast here.

knowledge CentersLike a supercharged white paper or webcast campaign, Controldesign.com Knowledge Centers bring together a range of essential decision-making resources on a given topic—white papers, webcasts, video clips, articles, application notes, etc.—in a dedicated mi-crosite on ControlDesign.com. The site user’s ability to access multiple downloads from a single registration facilitates the user experience and allows the sponsor to qualify leads based on specific interests and readership. A ControlDesign.com digital strategy specialist actively manages available digital inventory on our website and in our e-news-letters to drive traffic and registrations according to mutually agreed upon expectations. Due to the setup effort entailed, six-month initial commitment is required, starting at $6,000 gross ($5,100 net) per month. View a sample Knowledge Center.

traffic-generation ProgramsIf your company already has a registration process for permission marketing assets in place on your website, use Control Design to promote your assets to our audience and drive traffic directly to the relevant landing page on your site. Custom traffic-generation programs are available on a cost-per-click (CPC) basis. Contact your sales representative for more details.

list rental, telemarketing and lead nurturingAccess to Control Design’s print, e-newsletter and registered website user databases is avail-able for direct marketing purposes. Email addresses are not released; supplied HTML and/or text creative is delivered to selected opt-in email addresses on behalf of the client. For more information, contact Patty Donatiu ([email protected]; 610-690-7442) or download this PDF for more information on our list rental process, policies and pricing.

Telemarketing and lead nurturing services also are available on a project basis. Please contact the appropriate sales representative for more details on these services.

lead-generation PrograMs


In today’s hyper-connected digital world, it’s often said that anyone can be a publisher. Truth be told, every company with a website, blog or Facebook page already is a pub-lisher. The real question: Are you publishing the kind of information that will advance your cause among customers and prospects?

When machine automation professionals seek solutions to control and instrumenta-tion problems, research shows they turn first to the Internet. In the best-case scenario, they’re aware of your company, have an inkling that you might be able to help, and perhaps they’ll start with your website. But is this really the best-case scenario? Will they find the kind of content they need in the early stages of the buying cycle, when they’re just starting to get their arms around a problem and developing the criteria they need to begin searching for a solution? Or are product spec sheets and brochure-ware the extent of what they’ll find on your site?

This is only one scenario arguing for the current industry-wide movement to recast all of business-to-business marketing activities in the context of content. Recent research by Roper Public Affairs, for example, indicates that 80% of business decision makers prefer to get company information in a series of articles vs. an advertisement. 70% say content market-ing makes them feel closer to the sponsoring company, and 60% say that company content helps them make better product decisions. Movement spokesperson Joe Pulizzi of the Content Marketing Institute defines content marketing as “creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.”

The main catch, of course, is creating content that is both relevant and valuable, and that is where Control Design can help. With decades of experience as the leading independent publisher in the industrial automation space, Control Design and Putman Media can bring that expertise and credibility to bear on behalf of your company in the form of custom or co-branded content. Indeed, our portfolio of successful content marketing efforts ranges from white papers to print supplements to full-blown customer magazines and websites (right).

Using Control Design to help with your content marketing needs doesn’t have to be a budget-breaking proposition. For example, a single technical white paper can be com-missioned for as little as $3,000 gross ($2,550 net). Or take our event coverage packages, which provide a cost-effective means of leveraging your investment in user group or other event content. A turnkey, custom e-newsletter summarizing the highlights of your user group meeting can reach the far larger universe of 31,000 ControlDesign.com E-News subscribers for as little as $7,650 gross ($6,500 net).

get started with a Content needs assessmentBecause content marketing by its very nature is a custom proposition, you might wish to consider taking advantage of Control Design’s new Content Needs Assessment process. The Control publishing team knows the automation industry landscape and they under-stand your prospects’ information needs.

The end result of the Content Needs Assessment engagement is a formal, confidential report addressing the following elements:

Inventory of current content marketing assets;Documentation of marketing goals and strategies;Mapping of content assets to marketing goals and strategies; andContent development recommendations.

The Content Needs Assessment is available for $1,500 net, with this amount fully creditable to any content development project work arising from the assessment’s rec-ommendations. Contact your sales representative for further details, or to arrange for your own Content Needs Assessment.

White Papers & other reportsOperator Effectiveness: The Next Frontier of Process Automation How to Improve Safety at Your Plant

event Coverage Emerson Exchange - Microsite | E-News | Print | PDF

Automation Fair - Microsite | E-News | PDF

Microsites & landing PagesThe Wireless Plant Honeywell Users Group

Co-branded supplementsAll Roads Lead to HART Set Your Operators Up for SuccessI/O at Your Fingertips

Customer MagazinesWireless Now The Journal

Content Marketing serViCes

ContaCt inforMation

Northeast & Mid-Atlantic Statesdavid fisher, regional Manager508.543.5172 | [email protected]

Western and Mountain Stateslaura Martinez, regional Manager310.607.0125 | [email protected]

Midwest & Southeast Statesgreg zamin, regional Manager 630.551.2500 | [email protected]

Internationalkeith larson, group Publisher/VP Content630.625.1129 | [email protected]

Digital ProgramsJeanne freedland, digital sales strategist212.665.3197 | [email protected]

Joe feeley, editor-in-Chief630.625.1131 | [email protected]

Jim Montague, executive editor630.625.1125 | [email protected]

aaron hand, Managing editor630.625.1177 | [email protected]

dan hebert, senior technical editor630.625.1162 | [email protected]

katherine Bonfante, senior digital editor 630.625.1156 | [email protected] sarah Cechowski, associate digital editor 630.625.1140 | [email protected]

anetta gauthier, Production Manager630.625.1154 | [email protected]

lori goldberg, operations Manager630.625.1128 | [email protected]

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