VNU Business Media Restructures

By Rachelle Crum -- Tradeshow Week, 11/27/2006

VNU Business Media earlier this month announced a major structural transformation into what it called "an integrated information and marketing services business."

The New York-based firm's three separate divisions – VNU Business Publications, VNU Expositions and VNU eMedia & Information Marketing – will be combined into one entity with units defined by the audiences they serve.

In conjunction with the reorganization, current VNU Expositions President Greg Farrar will become VNU Business Media COO. He will report directly to Bob Krakoff, who was named the firm's president and CEO in August.

The company, a unit of VNU Group, will be divided into six market-focused operating groups, each with its respective publications, tradeshows, conferences and online products. The firm expects the changes to be complete by Jan. 1.

VNU stated in a press release that the changes were made "in response to today's business media landscape – driven by new media platforms, shifting information consumption habits and an increased emphasis on media measurement."

Krakoff told Tradeshow Week, "I did the same thing in 1997 at Advanstar. … It worked very well. I think it will work even better (at VNU)."

He headed Advanstar Communications as its chairman and CEO for nine years, leaving with the title of executive chairman. Prior to that, he had a 23-year tenure at Reed Elsevier, winding up his career there as vice chairman.

The new operating groups will "result in stronger brand differentiation, allowing us to create more product offerings and lead to greater revenue growth," he added.

Five senior vice presidents will oversee the new groups and report directly to Krakoff. The groups and their respective leaders are:

• Mike Parker, marketing
• John Kilcullen, both film and music
• David Loechner, retail
• Joe Randall, residential and commercial building design
• Bill Cooke, marketing services and travel

The marketing services division, new for the firm, will oversee classified and recruitment advertising, list rental, editorial reprints, directory advertising and subscription marketing, and ancillary products for events.

Farrar became president of the VNU expositions division in 1991. In his new role, he will have direct responsibility for international operations, licensing and multi-brand conferences.

Farrar said, of the company's transformation, "It's going to equip us to better serve our customers."

VNU Business Media currently produces 65 shows.

In the 2006 TSW 200, VNU Expositions is second only to Reed Exhibitions in number of shows it owns or manages (Reed has 12, VNU 11).

VNU's largest shows are:

• the semiannual ASD/AMD Trade Show – Las Vegas, in conjunction with Las Vegas Gift Expo & ASD/AMD Jewelry Show (Nos. 15 and 20)
• Kitchen/Bath Industry Show & Conference (No. 32)
• Outdoor Retailer Summer Market (No. 52)
• Interbike Intl. Bicycle Expo (No. 67)
• Medtrade (No. 73).