2012 Media Kit Business Risk Leadership - CSO...

2012 Media Kit

www.CSOonline.com •

Business Risk LeadershipOrganizations continue to face security risks and obstacles threatening their success and prosperity. Security departments need products and services to address these challenging times. CSO continues to be the single resource that connects security buyers and sellers, helping to make them both successful.

Identifying and gaining access to the person with the authority and budget to purchase your products or services can be a difficult task. Addressing customers’ needs and closing the sale can be even more challenging. Security purchases almost always require the CSO’s buy-in, and many layers of security professionals are involved in the recommendation process. CSO’s marketing channels provide access to this wide group of end-users in an effective way to help accelerate the sales cycle.

“Risk and compliance have become a constant force driving security practices and spending within the enterprise. As the security role continues to evolve and become more of a business requirement, CSO is there to share best practices and insight.

“Since our launch in 2002, CSO has evolved with the demands of the role to remain the primary resource for this highly influential audience through a highly valued website, award-winning editorial, industry leading events and timely research, creating a community of knowledge and best practices.”

Bob Bragdon Publisher, CSO

2012 Media Kit


Table of ContentsCSO Role .......................................................................................... 4

Snapshot of the CSO Audience ...................................................... 5

CSO Editorial Mission ...................................................................... 6

New Media Landscape .................................................................... 8

CSO Marketing Channels ................................................................ 9

CSOonline.com ............................................................................... 10

CSO Magazine ................................................................................ 12

CSO Custom Solutions Group ....................................................... 14

CSO Executive Programs ............................................................... 15

CSO Direct Marketing .....................................................................17

Sales Contacts ................................................................................18

2012 Media Kit


CSO RoleCSO ResponsibilitiesCSOs are responsible for multiple facets of security.

• 75% Information security decisions

• 48% Referral of potential electronic crime to law enforcement

• 46% Handling of employee policy violations

• 46% Investigations or prosecution of electronic crimes

• 45% Corporate/physical security decisions

Source: CyberSecurity Watch Survey, CSO magazine, U.S. Secret Service, CERT Coordination Center, and Deloitte., January 2011

Involvement in Security Purchases• Involved in the security purchase process 100%

• Create security strategy/budget 63%

• Determine need 73%

• Evaluate and select products/vendors 75%

• Authorize/approve acquisition 49%

Source: CSO BPA, December 2011

CSOs Are in Charge of:• Information security 55%

• Security-related audit 42%

• Business continuity/disaster recovery 37%

• Security of facilities/hard assets 32%

Source: State of the CSO Survey, CSO magazine, 2011

Top Information Resources for CSOsCSO provides access to the information CSOs need in the resource type they rely most on.

1. Security-related publications

2. Technology publications

3. Security-related websites

4. Peers

Source: Harvey Ad Measurement Study, CSO December 2011/January 2012 Issue

ROLE INVOLVEMENT

57% involved in BOTH IT and corporate/physical security decisions

28% involved in IT security decisions only

14% involved in corporate/ physical security decisions only


2012 Media Kit


Snapshot of the CSO AudienceCSOonline.com AudienceTrusted online resources for security professionals...

• 531,241 average page views per month

• 7 minutes average time spent per visit

• 180,757 monthly unique visitors

• 56,000 e-newsletter subscribers

• $208 million average security budget1

• $7.1 billion average company revenue1

Sources: Omniture Site Catalyst, 2011 (3 month average); 1CSOonline.com Site Profile Study, IDG Research, 2011

CSO Magazine AudienceDelivering security professionals and decision-makers...

• CSO magazine ranks #1 as the most relied on publication for security-related strategies and best practices

• 27,000 qualified subscribers1

• 75 minutes average time reading CSO2

• 100% personally involved in security purchases for their organizations1

• $345 million average security budget3

• $6.2 billion average company revenues4

• 26,309 average number of employees2

Sources: Harvey Study, CSO Dec. 08/Jan. 09 Issue; 1CSO BPA, June 2011; 2Harvey Study, CSO, July/Aug 2011; 3Harvey Study, CSO, Dec 10/Jan 11; 4State of the CSO, CSO Magazine, 2011;

CSO Event AttendeesThe preferred venue for networking with security decision-makers...

• Hundreds of CSO and security professional attendees across two flagship programs, seminars, dinner discussions and executive roundtables.

• $24.2 million average annual security budget

• $10 billion average company revenue

• 31,575 average number of employees

Source: The Security Standard Executive Summary, September 2011

For more information about the CSO audience, please visit: www.CSOMediaKit.com.

SECURITY BUDGET

Increase ...................39%

Decrease ....................9%

Remain the same ....52%

During the next 12 months,

91% of survey participants

expect their security budget

to increase or remain the

same, showcasing the

importance of security.


2012 Media Kit


“CSO’s mission is to help move security forward.

“What’s going to move the needle? A better understanding of how defenses fit together into a seamless risk-mitigation posture. More intelligence—not just more data. More skilled leaders who can make the connection between the security agenda and the broader organizational agenda.

“We provide our readers with the tools to accomplish those goals.

Insight, intelligent commentary, out-of-the-box thinking. By helping security professionals understand how to connect products to processes, and how to connect departmental silos, we enable them to connect security to the business.”

CSO Editorial MissionCSO targets all of its information resources (website, magazine, conferences and more) at keeping security professionals ahead of the evolving threats and challenges to their businesses. CSO equips security end-users confronting all operational risk management disciplines—corporate and IT security, fraud and loss prevention, privacy, business continuity and more—with information of unparalleled depth and insight in support of their decisions and investments. CSO helps its audience create safer and more profitable enterprises. We continually invest in that audience and the security market by conducting original research, providing tools for benchmarking and creating the most effective security strategies.

Derek Slater Editor in Chief, CSO

BEST RESOURCE

[I read CSO] “To keep

tabs on the CSO

‘industry’ and to use

articles to persuade

executives to invest in

new technology/

methodology. Succinct

articles that seem to

have less personal

opinion rather than just

the facts.”

EVP, Sr. VP, VP: Security, High Tech, Telecom & Utilities

2012 Media Kit


Thought Leadership & Actionable InsightsBacked by an award-winning, dedicated editorial team with deep knowledge of security issues, CSO provides security professionals (from CSOs to security managers) and business leaders with high-level information, best practices and strategic insight, helping them balance the security of their enterprise with the pursuit of business opportunity.

We continually recommit ourselves to unearthing pressing IT and corporate/ physical topics and trends for top security professionals. Since our launch in 2002, CSO continues to explore changes in the security world through research and strategic partnerships, including the CSO/CIO/PwC Global Information Security Survey and the CSO Role and Influence study. CSO is able to provide tools to benchmark security spending; strategies to help CSOs do their job better, smarter and safer; and market intelligence for security marketers.

Our thought leadership, long-standing commitment to educating security focused professionals about the importance of security and access to security experts, uniquely positions us to understand the challenges facing security professionals and create information resources for them. The CSO portfolio reaches all influencers throughout the security buying cycle, allowing our readers the opportunity to create the vendor short list, demo products or sign-off on new initiatives as well as research their peers’ best practices.

Security SmartFrom the editors of CSO, Security Smart is a quarterly newsletter that provides personal and organizational security awareness tips that all employees can learn from and implement.

To read a sample issue and learn more, visit:

www.SecuritySmartNewsletter.com

2012 Media Kit


CONTENT

COMMUNITY

CONVERSION

CONVERSATION

New Media LandscapeCSO includes multiple resources for marketing and advertising your products and services and ways to engage your prospects and customers across our entire portfolio. We provide market leadership and media best practices through our product focus centered on the 4Cs: content, community, conversation and conversion.

At the foundation of this approach is how CSO’s audience is seeking information:

Content•WhenITprofessionals

are looking for technology related information, they are most often seeking information on a specific technology topic/product (89%) or browsing for news and the latest developments (81%).

•ITprofessionalsarelooking for sites that have the expertise to organize and synthesize IT-related information rather than just posting facts.

Community•IDG’saudiencecanmost

often be classified as “Joiners” – leveraging the Internet to network with other professionals, maintaining profiles on business or social networks, attending virtual conferences or events, or creating avatars on augmented reality sites such as Second Life.

•87%finditvaluableto reach out to peers with similar job roles, in similar verticals, with similar technology platforms for advice when considering a technology purchase.

Conversation•TheITprofessional

audience is using their networking power to interact with and influence others. In fact, 64% of those with a profile on a networking site have interacted with another company or brand via a social or business networking site in the past 6 months.

•ITprofessionalsare listening to the conversations around them. In the past 30 days,71%havereadcomments posted by others, 61% have read forum posts, and 52% have visited a Wiki.

Conversion•ITprofessionalsare

willing to give up information in order to get information – 91% would be willing to register for some type of online content.

•88%considervendor-sponsored content such as white papers, webcasts and podcasts to be credible sources of technology-related information.

CONTENT• CSO Magazine

• CSOonline.com

• CSO Executive Programs

• CSO Custom Solutions Group

• IDG Research Services

COMMUNITY• Virtual Events

• CSO Executive Programs


CONVERSATION• IDG Strategic Marketing

Services

• Event Engagement


• Content Threading

• Forum Management

• Social Subnets

• IDG Social Scout

CONVERSION• Premium Lead

Generation

• LeadAccel

• Lead Nurturing

• New Ad Units

• Content Optimization

• Mobile Lead Generation

• Analytics & Consulting

2012 Media Kit


CSO Marketing ChannelsCSO surrounds North America’s top security professionals with the information resources they rely on. Our loyal subscribers read CSO magazine regularly and access information through CSOonline.com, CSO e-mail newsletters, face-to-face conferences and custom media vehicles.

With CSO you reach and influence the most important executive security decision-makers controlling enterprise-wide corporate/physical and IT security policies, standards, business practices and vendor selections. Let CSO customize an integrated program for you to reach our audience of influential security executives in the public and private sectors.

Speed Up Your Sales Cycle with CSOThe average enterprise security purchase, from a familiar vendor or a vendor that a security executives has experience with, takes 3 months less to finalize than the same enterprise security purchase, when made from a vendor that the security executives are not familiar with or do not have experience with.

Dramatically improve your sales cycle by reaching out to the security executives that make purchase decisions with CSO.

Source: Role and Influence of the CSO Survey, IDG Research, June 2010

2012 Media Kit


CSOonline.comCSOonline.com reaches a large community of security professionals that search for answers to security issues and concerns through articles, peer experiences, White Papers, webcasts, vendor content and more. These security end-users are regular visitors to the website because of the continuous upload of thought-provoking, web-exclusive content.

Content Channels• Business Continuity

• Data Protection

• Identity & Access

• Physical Security

• Security Leadership

• Tools & Templates

Columns & Departments• CSO Wanted: The latest job postings for

security leaders.

• Events: Educational and networking opportunities for CSOs.

• Industry View: Thought leaders from security product and service companies share their expertise.

• Movers & Shakers: A who’s who guide to security executives moving up the ladder.

• Security Blogs: CSO editors and top security leaders offer daily discussion and commentary.

• Tool Tricks: Practical tutorials on IT security tools.

2012 Media Kit


Branding & Lead Generation OpportunitiesCSOonline.com delivers a variety of online opportunities for marketers to reach security professionals. Security professionals regularly visit CSOonline.com because it is a trusted resource for security, risk and management strategy.

Banner Advertisements: Banner advertisements on CSOonline.com are an excellent way to surround CSO content with your promotions.

Sponsorship of E-mail Newsletters: CSOonline.com’s frequent and targeted e-mail newsletters are a highly effective and consistent way to introduce the benefits of your products and services to a targeted audience delivered to their desktop.

Webcasts: CSO’s custom webcasts, delivered on-demand or live, allow you to associate your products and services with the CSO brand and turn the CSO audience into leads through a robust lead generation program.

Focus Guide Sponsorship: Educate security professionals and obtain leads by sponsoring a CSO Focus Guide—editorially driven manuals downloadable off of CSOonline.com—by providing the content they are requesting in an ac-cessible medium.

White Papers: On CSOonline.com your White Paper will get the notice it deserves, as we help you drive the traffic and get it read. The White Paper library is an active visitor destination, with security categories for easy navigation and threaded content.

CSO Solution Centers: Building on CSOonline.com’s content strategy, the CSO Solution Centers give your company a venue to drive demand while creating an umbrella of thought leadership in a topical area of your choosing.

Online Integrated Programs: Implementing CSOonline.com’s Online Integrated Program allows you to gain brand awareness with our audience of security professionals. Reach this audience through a combination of White Papers, banners, e-newsletters and text links.

Virtual Conferences: Sponsorship of a virtual conference provides a robust, highly interactive environment to share documents, presentations and brochures with attendees, while providing product demonstrations at their “virtual booths.”

Daily Dashboard: As the Daily Dashboard sponsor, you will receive daily visibility to the security decision-makers as they bookmark this site to keep up to date with potential threats.

Additional Branding Opportunities: Contact your CSO sales executive for more information on additional online branding and lead generation opportunities on CSOonline.com.

2012 Media Kit


CSO MagazineCSO magazine spotlights the issues and challenges that affect the nation’s CSOs at large and mid-size companies. This laser-like focus on their information needs creates a loyal, engaged and influential audience. CSO advertisers have the opportunity to shape the opinions and brand preferences of CSOs who have the authority and budgets to purchase corporate/physical and IT security products and services.

Quoted in CSOCSO fosters a community within the pages of CSO magazine by working with the nation’s leading CSOs to share success stories, mistakes and best practices. In 2011 more than one hundred practitioners shared their stories and were quoted in CSO, including:

AWARDS PROGRAMS

» LOUIS BARANI, Security Director of the World Trade Center, on bringing together disparate stakeholders and systems.

» DAVE CULLINANE, CISO at eBay, on the necessity and possibility of developing credible business cases.

» JAMIL FARSHCHI, CISO at Los Alamos National Labs, on leading through change.

» MARK HOLLADAY, Chief Risk Officer at Synovus Financial, on organizational structure.

CSO is proud to honor individuals that have advanced the security profession as well as rising stars within the industry through its award programs and special magazine issues.

The CSO Compass honorees are recognized at the annual CSO Perspectives Conference.

To learn more about our award programs or to complete a nomination form, please visit:

http://www.csoonline.com/cso-awards/

2012 Media Kit


AWARD WINNING

Since 2002, CSO magazine has been serving top security executives with award-winning content that continually evolves to meet changing information needs. CSO has won more than 100 editorial and design awards, including ASPBE’s Top B-to-B Magazine, since 2000 and BtoB’s Media Business 10 Great Media Sites in 2011. The prize-winning CSO editorial team stays close to our readers in order to anticipate their information needs, creating a loyal and engaged readership.

CSO MAGAZINEHONORED AS

Jesse H. NealGrand Neal

Winner2008

Regular Columns & Departments

» BRIEFING: Short news items, statistics, product coverage and analysis.

» CSO UNDERCOVER: An anonymous CSO relates the trials and tribulations of the profession.

» DEBRIEFING: Security humor: Not an oxymoron.

» TOOLBOX: How to evaluate, purchase and implement security products and services.

» INDUSTRY VIEW: A vendor-authored column.

» JOIN THE DISCUSSION: A roundup of interesting posts, comments and letters.

2012 Media Kit


CSO Custom Solutions GroupCSO’s Custom Solutions Group (CSG) is a standalone custom editorial operation specializing in expert development, production and consultative services exclusively serving the business-to-business security and technology marketplace. Our services span from individual content products to a wide range of editorial services to end-to-end integrated marketing programs. We are fully resourced in all critical custom editorial competencies with a staff of 19 employees encompassing over 325 years of collective editorial and production experience.

Create a truly customized program for communicating with your customers. As with all of our turnkey programs, CSO provides project management, concept development, writing, editing and design.

Engage your Audience: Introduce a C-level voice on your web site or in your newsletter or magazine

Minimize Risk: Conduct research prior to launching a new product or initiative, or opening up new domestic or international markets

Communicate: Engage your target through a custom newsletter, co-branded with CSO

Demonstrate Thought Leadership: Showcase your executive opinion and customer experi-ence in White Papers, case studies, playbooks or viewpoint piece

Generate Leads: Implement an integrated program combining a research study, white paper, and CSO advertising supplement, for example—leveraging content through an e-newsletter, video, or webcast for additional impact

Unique Opportunities: Captivate your target through the creation of an online magazine incorporating multiple rich media such as webcasts, interactive polls, and rich-media ads

For more information about the CSO Custom Solutions Group, please visit: www.CSOMediaKit.com

2012 Media Kit


CSO Executive ProgramsCSOs consider their peers a top resource when they are faced with planning and implementing a new strategy. CSO magazine’s executive conferences attract the nation’s leading CSOs from the private, public and government sectors by providing a platform of unmatched education and peer networking opportunities. Program content is delivered by the foremost industry visionaries in an environment that fosters an open exchange of ideas, issues, challenges and best practices.

TOP NETWORKING

“If you really want to advance

your career — learn from the

pros — you must attend this

conference.

Deven Bhatt Director of Corporate Security Airline Reporting Corporation

2012 ProgramsThe Security Confab

April 15-17, 2012 | Hilton La Jolla Torrey Pines | La Jolla, CA

The Security Confab, multi-day opportunity for 150+ senior security exec-utives to discuss issues and exchange best practices and lessons learned. Combining the success of the CSO Perspectives conference with the rapid fire sessions from The Security Confab, this national executive conference addresses the latest threats, security strategies and emerging issues over two and a half days. The presentation of the CSO Compass Awards rounds out an agenda that features security leader-ship, practitioners and risk analysts.

The Security Standard

September 10-11, 2012 | Marriott Brooklyn Bridge| New York, NY

The Security Standard brings 200+ security and IT leaders together to interact with colleagues, experts and sponsors. The Security Standard two-day agenda focuses on today’s leading security issues, with tracks on identity & access management, cloud security, data protection and risk management. Session tracks include both business and technology perspectives. In addition to on-stage education, attendees learn about tools and strategies from the sponsors during panel discussions and in the Security Showcase.

2012 Media Kit


Additional CSO Executive ProgramsCSO Perspectives Regional SeminarsTM

Mobile Security—January 24, 2012 | San Francisco, CA

Cyber Security—March 2012 | Washington, D.C.

Mobile Security—May 2012 | Chicago, IL

Securing the Cloud—June 2012 | New York, NY

Mobile Security—June 2012 | Boston, MA

The CSO Perspectives seminar series are one-day events held in select cities, where specific topics are discussed by 50+ security-focused executives. This intimate setting allows attendees to be educated by practitioners and experts with deep experience in the critical topics up for discussion. Sponsors reach the right audience to discuss how their products and solutions address the audience’s pain points and fit into their security strategy.

CSO Executive Dinner DiscussionsCSO Executive Dinner Discussions are an opportunity to engage with 6+ regional security executives at an informal dinner. A CSO moderator leads a discussion on a topic of your choice. Participants leave energized by the frank discussion and contacts made.

CSO Executive RoundtablesCSO Executive Roundtables are an opportunity to build stronger relationships with security and IT professionals in the region of your choice. Gain valuable insights on attendee’s technical and organizational goals and challenges while engaging them in a dialogue. Sponsors have an opportunity to work with CSO Executive Programs to select a topic and recruit attendees to participate in a roundtable discussion.

CSO Custom EventsWork with CSO to create an event with that best fits your marketing goals. Our executive programs team creates an agenda based on the topic(s) of your choice and invites our targeted audience so that you can lead discussions with the security and IT decision-makers you want to reach.

For more information about CSO Executive Programs, please visit: www.csoonline.com/events

2012 Media Kit


CSO Direct MarketingTap into our direct marketing and research resources to enhance your marketing programs and increase your customer base and profits.

List ServicesCSO’s carefully defined database of subscribers is the only source that lets you deliver customized messages to key decision-makers with top-level purchasing authority. For more information on CSO subscriber lists, contact IDG List Services at 508.370.0822.

Reprints (Print and Online)Editorial reprints of CSO articles that feature your organizations’ executives or highlight your security solutions provides a credible endorsement that augments your organizations’ in-house marketing literature. Online reprints offers instant web access to CSO articles that put you in the best light. For more information on reprints contact The YGS Group at 800.290.5460

Executive Subscriptions Program (ESP)Share the indispensable resource of CSO with your key prospects and customers with a gift subscription to CSO magazine. Your sponsorship includes a quarterly four-page coverwrap with your messaging to recipients and creates continuous impact throughout the year.

Security Smart Subscription ScholarshipOrder an annual subscription to the Security Smart newsletter on behalf of your client and receive quarterly exposure and good will with the security executive and their entire organization. Each quarter the selected recipient(s) will receive a pdf version of the security awareness newsletter from CSO—highlighting personal and organizational security tips useful to all employees—including your logo, which they will distribute to their employees.

Ad Impact Research (Harvey)Readership recall studies provide a great tool—at no additional cost—for measuring advertising effectiveness. Harvey studies are designed to test recall, interest generated, readership, as well as whether the reader comprehended your advertising message.

Harvey Study ScheduleJuly/August 2012 Ad Closing Date: 6/19/2012

December 2012/January 2013 Ad Closing Date: 11/20/2012

2012 Media Kit


10 Steps to Sell to the CSOBased on feedback from executive-level security professionals, these are 10 recommendations on how to reach, communicate and sell to this powerful audience.

1. Understand the CSO’s industry and needs, including whether he is responsible for corporate security, IT security, compliance issues or all three.

2. Identify what drives security assessment within the CSO’s organization and the time constraints on purchase decisions.

3. Reach the CSO through the information sources he uses in order to generate brand awareness, prior to a face-to-face meeting and to support your positioning during the sales process.

4. Understand how your product and technology work. If the CSO asks you a question that you do not know the answer to, be up front and call him back with the correct answer: Never guess.

5. Explain the business value and ROI of your product, not just its benefits, including customer case studies and success stories.

6. Explain the benefits of your solution instead of down grading the competition.

7. Speak the same language as the CSO: Business.

8. Create a mutual understanding of how to measure success.

9. Follow up in order to address any issues that may occur after implementation.

10. Sell the CSO what he needs, not what you want to sell, so that the CSO can be a star.

For more information on how to access, communicate with and sell to this important and growing group of security executives, contact Bob Bragdon, CSO Publisher, at 508.935.4443 or [email protected] or any member of the CSO team.

Sales ContactsHeadquarters/Eastern 492 Old Connecticut Path P.O. Box 9208 Framingham, MA 01701-9208 Phone: 508.872.0080 Fax: 508.879.6063

Western 501 Second Street Suite 500 San Francisco, CA 94107 Phone: 415.243.8585 Fax: 415.543.2358

For more information on your CSO sales representatives and executives, please visit: www.CSOonline.com/marketing.

2012 Media Kit Business Risk Leadership - CSO...

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