Continuing a strategy of new product development around data assets, Penton has announced the launch of Govalytics, which captures and analyzes information on city and county governments in the 25 largest metro areas in the U.S.
Designed for use primarily by marketers selling products and services to municipalities, the product provides budgetary data, information on current and planned capital projects, bond ratings, recent news, contact information for top city officials and detailed descriptions of municipal departments and their functions.
The most challenging aspect of the service was creating useful comparative data for a wide range of government types and city services, Ben Walker, Director of Brand Management for Govalytics, said in a press release.
“Normalization was our task, and our solution enables the user to effectively benchmark a government’s expenditures, debt, capital assets and departments to others its size across the nation,” he said.
The service is designed to help vendors tap into the $3 trillion annual market for municipal contracts and services, as well as allow cities themselves to do comparative analysis of other municipalities with similar circumstances or challenges.
“Govalytics provides marketers with the critical intelligence and workflow tools needed to navigate the complicated government sector and win more business,” Gregg Herring, Vice President and Public Infrastructure Market Leader at Penton, said in the release.
The software-as-a-service (SaaS) tool was developed out of resources within in the company’s Public Infrastructure market group, which includes longstanding government sector media brands American City & County, Government Product News, GovPro, Waste 360 and other properties and events.
New York-based Penton has moved aggressively into data products across multiple market sectors. In the company’s Healthy Lifestyle division, natural products industry product tracker NextTrend and small business start-up data program NextAccelerator are recent high-profile additions to the New Hope Natural Media family of brands.
“We look at the Accelerator and Trend products not as augmented products to existing products, but as putting a fourth leg of the stool on the ground: in print, in person, data and services.” New Hope Natural Media President Fred Linder told mediaShepherd recently.
New Leadership at NAPCO
Philadelphia-based North American Publishing Company, publisher of Printing Impressions, Target Marketing and a number of other B2B titles including Publishing Executive and Book Business, has announced the naming of David Leskusky as company president. Leskusky, most recently group president of NAPCO’s Promo Marketing publishing division, succeeds Ned Borowsky, who is stepping down after 30 years at the helm to become vice-chairman alongside his father, company founder Irving Borowsky.
Ned Borowsky, who in recent years has guided the company’s diversification into multimedia and data-driven products and services, said in a press release that Leskusky will “lead NAPCO’s transformation into a marketing services powerhouse that is not dependent on magazine revenue, but rather on monetizing every channel where our audience consumes content.”
“I am honored to have the opportunity to now lead this exceptional organization and succeed Ned, who guided us brilliantly through this recent period of evolution,” Leskusky said in the release. “I see a bright future ahead for NAPCO—especially in events and video—and those will be my top priorities.”
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