Former Ziff Davis Enterprise VP Launches "Direct Engagement" Consultancy

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Next Coast Media and Marketing Services supplies tools and expertise to create new revenue dynamics for B2B media and marketing leaders

Business audiences have made it clear that they want content and conversation tuned to their stated interests

Seizing on the growing appetite for branded content in business media, a former Ziff Davis Enterprise vice-president has launched a new consultancy aimed at accelerating fluency in the rapidly evolving channels of customized information exchange.

"Business audiences have made it clear that they want content and conversation tuned to their stated interests," says Kirk Laughlin, founder and principal at Next Coast Media and Marketing Services. "We are assisting business media leaders and marketers to orient their messaging, skill-sets, content and products to better trigger audience response and participation. Part of the solution is recalibrating the intent of media brands and understanding the new pathways available to capture greater share of wallet."

Next Coast Media is introducing a 'Direct Engagement' operating philosophy that calls on B2B media and marketing brand professionals to better align around demand generation tools; use brands to foster active communities and satisfy a social need; and become more agile through stronger client responsiveness and deeper audience engagement in custom media and face-to-face event platforms. "We're just beginning a new era in business media when content providers are able to segment their database assets in a way that spurs buyers and sellers to interact and transact. This has major implications in the way information is distributed and how selective marketers want to be in attracting and educating the buying audience," says Laughlin.

Next Coast Media will offer four unique services: Consulting for global business media executives; targeted engagement marketing for brand and marketing professionals; event and content strategy for event organizers and field marketing leaders and telemarketing, through a strategic alliance with a near-shore call center organization. Media products targeted for development and optimization include strategic content, custom white papers and case studies, custom magazines and e-mags, custom events and conferences (including executive roundtables and focus groups), custom blogs, podcasts, webinars and sponsored video programming.

Laughlin is an award-winning media executive and former Managing Director/VP of Events at Ziff Davis Enterprise. During his 18-year international media career, Laughlin has been engaged as a strategic consultant supporting custom media, events and marketing solutions for numerous Fortune 1000 technology companies. He has previously held senior editorial positions at Advanstar and Cygnus Business Media.

Also of Note: Laughlin will be a guest speaker at American Business Media's 'B-to-B's Passport to Transformation' World Congress in New York City on Monday, September 8, 2008. The World Congress, held in conjunction with the International Federation of the Periodical Press, welcomes media delegates from across the world who will explore the changing B2B media landscape and how to reposition brands for future growth. For more information and to register:

To learn more about Next Coast Media and Marketing Services, visit:

Kirk Laughlin, Next Coast Media
[email protected]                 


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