"To Grow The Markets For The GeoTechnologies:

To Generate Revenue For The Companies In This Industry."

The EOM Objective
Evolving To Meet the GeoTechnologies' Marketing Needs

Expand the Markets
From the first publication of Earth Observation Magazine in 1992, our objective was, and is, to help grow the industry by exposing new users to the benefits of GIS, Remote Sensing, Mapping, GPS and Photogrammetry. Our approach has been to send EOM to professionals involved in agriculture, civil engineering, environment, mining, petroleum, real estate, telecommunications, utilities, etc.

Geography Does Matter . . . To Everyone!
We found that non-users really do not care about the technologies: GIS, remote sensing or GPS. But, they all have a need for some type of geographic and mapping information for the piece of the Earth for which they have an interest or responsibility - whether that be a city block - a county - or an entire country. However, we realize that GIS, remote sensing and GPS can provide the information they need, and the tools with which to manage this information effectively. In order to address the true needs of the potential marketplace, Earth Observation Magazine evolved into EOM- The Magazine for Geographic, Mapping and Earth Information

Challenge of Expanding Markets
We also recognize that 30,000 distribution was just a "drop in the bucket" in relation to all those who could potentially benefit from these technologies. Indeed, we need to reach hundreds of thousands of professionals. This is extremely expensive, as well as presenting the onerous task of educating, "handholding," marketing, and selling to thousands of potential customers with varying degrees of knowledge and needs, creating exceptionally daunting marketing challenges for the vendors in this industry.

Breaking Barriers to Meet Marketing Needs
This situation has prompted another evolution in EOM to better serve the vendors in this industry. Recognizing the limitations of a "pure" publishing company to address the communications, advertising, marketing, sales and distribution needs of the companies in this industry, EOM has evolved to address these issues. We understand that you need more from your marketing program. That it is not enough for a publisher to only be able to accept a vendors advertising, and pass along the leads they generate. We realized that companies need a partner that will help them promote their product or service, advertise it, provide editorial coverage, generate leads, qualify leads, and potentially recommend, sell, distribute or broker to meet your marketing needs - NO BARRIERS - NO LIMITS - NO CONSTRAINTS!

The EOM Commitment
EOM's Commitment To Your Company Is To:

Create Awareness
Through advertising and editorial campaigns in EOM, Modern Ag, Greenbook, and GEMI Catalogs you will reach literally hundreds of thousands of prospects.

Produce Large Quantities of Leads
In 1998, the combination of EOM, Modern Ag and GEMI generated thousands of leads. With an expanded advertising and direct mail campaign by GEMI in 1999, those numbers will increase dramatically.

Provide Qualified Leads
The GeoTech Census will telephone survey every respondent and lead generated through EOM, Modern AG and The GEMI Store as to who they are, what industry they are in, their job function, what type of software they use (MS Office to MapInfo to AutoCAD to ARC/Info to Microstation), what type of mapping information do they currently use, what is the nature of their projects, what type of information do they need for their projects (Land Use, Land Cover, Elevation, Demographic, Streets, Parcels, Building Heights, Change Detection etc.), The size of their projects (from a city block, to a county, state or entire country).

All of this information will be provided to advertisers in database format for their own proprietary use.

Illustrate The Benefits of Your Technology
EOM and Modern AG will continue to lead the way with application articles that highlight the benefits that can be derived from the use of the GeoTechnologies in myriad vertical markets. Application articles will also be accepted in the GEMI Catalogs targeted to specific vertical markets such as Petroleum, Environmental, Real Estate, Telecommunications etc.

It is understood that to penetrate various vertical markets we need vehicles that are specifically targeted to those particular markets. Therefore we are launching a series of publications/catalogs that deal with GIS, mapping, remote sensing, GPS, etc. written and produced for specific vertical markets. Our first attempt in this area has been Modern Agriculture - The Journal for Site Specific Crop Management. The next iteration will target the petroleum industry - The GEMI Petroleum Geographic Information Guide which will launch this fall. And, we will continue this course, covering all the various markets - reaching several hundreds of thousands of readers. As these readers become more astute and show greater interest in these technologies, they will migrate to EOM which will provide them a higher degree of expertise and greater detailed technical information.

The EOM Commitment (cont.)

Establish an Educated, Confident Marketplace
Through application articles, company/product/services profiles, advertising, book stores, web applications and links to vendors home pages, we will ensure that any one who has an interest in the GeoTechnologies has access to all this industry has to offer.

A constant and steady stream of benefits oriented information about the GeoTechnologies to a large base of prospects through EOM publications, GEMI Catalogs, and WEB sites will help to create informed prospects.

It is EOM's intention to create a marketplace that is well educated as to the benefits and uses of these technologies and develop the numbers of prospects who have attained a level of confidence to invest in your products and services.

Create a Need In The Marketplace
The needs exist within the various markets, we know that intuitively. However, as an industry we must establish a more intimate dialog with the various markets for the GeoTechnologies to determine exactly what their problems and needs are so we can demonstrate how our technologies can be of benefit to them. The GEOTECH Census will uncover these issues, then we can address them editorially through EOM articles and your communications materials.

Provide a Familiar, Safe Environment to Purchase Product or Service
People buy from organizations they are familiar with, have a feeling of confidence about, and that they like. EOM, Inc. can provide the type of long term exposure, positive PR, testimonials, and verbal recommendations that can be critical to getting the sale and establishing long-term business relationships. Remember, EOM is committed to helping generate sales for your organization.

Provide a Source of Continual Information to Reflect the Markets' Needs
The GEOTECH Census will be an ongoing telemarket research effort to ensure that the industry has its "fingers on the pulse" of the many markets for the GeoTechnologies. This will ensure that we are aware of trends within various diverse markets spread over different regions of the US as well as the world. It is extremely difficult for any one organization to ensure that type of market intelligence, The GEOTECH Census is being established to keep you "plugged-in" to your customers, your future customers, and your competitors' customers.

Provide a Source of Continual Information to Reflect Advances in Technology
EOM is committed to, and has led the way, providing coverage of the integration of GIS, Remote Sensing, GPS, Mapping and Photogrammetry, illustrating the latest and greatest innovations in the GeoTechnologies, and how the markets can benefit from their application. EOM runs more application articles per issue than any other publication in this industry.

Through EOM, Modern AG and GEMI - we will expose more professionals to the benefits of GIS, Remote Sensing, GPS, Mapping and Photogrammetry than any publisher, or reseller, in this industry.

The Package
A Comprehensive Advertising, Communications and Marketing Plan

EOM - The Magazine for Geographic, Mapping and Earth Information
Twelve Issues of EOM - The leading journal integrating all of the GeoTechnologies and applying them to the myriad vertical markets that can benefit from these technologies. EOM distribution is to 17,500 professionals involved in mapping, remote sensing, GPS, GIS in many vertical industries such as engineering, environmental, forestry, urban planning, utilities, petroleum, mining, and local, state and federal government. You will note that EOM's distribution has been reduced from 30,000. The reason for that is we have found that EOM is not the ideal vehicle to reach professionals who are totally new to these technologies. The products, services, software and data are too advanced and too expensive for most organizations that have not been exposed to, and do not understand the benefits these technologies bring to their organizations.

We are still doing missionary work for the industry, in fact we have dramatically expanded our outreach. However, we recognize that EOM is not the ideal vehicle for this. Rather, we have found that targeted publications and catalogs would be more suited to reach the broader markets, and as people become more aware of these technologies, actively pursue the implementation of the GeoTechnologies or become users, then we will put them on the EOM list. This way, you will reach the highest qualified prospects through EOM, and the future/potential prospects through the GEMI catalogs and the leads that are generated by the GEOTECH Census, GEMI advertising and trade shows. EOM distribution will migrate back up again. However, we want to make sure that we are reaching only the most qualified prospects with EOM, and do the missionary work through GEMI.

Modern Agriculture - The Journal for Site Specific Crop Management
Four issues per year, Modern Agriculture comes out quarterly and reaches 20,000 select agriculture professionals including Implement Dealers, Farm Cooperatives, Farm Managers, Service Providers, Early Adopters (Producers), Farm Bureaus, Government Regulatory Agencies, Universities, and Finance Institutions.

Modern Agriculture is dedicated to promoting the uses and benefits of site-specific management tools such as GIS, GPS, and aerial and satellite imagery by publishing industry news and application articles that advance the integration, seamless application and cost-effective uses of all contributing technologies in the agriculture field.

The EOM Green Book - Who's Who in the GeoTechnologies
The only directory of the GeoTechnologies that is distributed to the entire 30,000 EOM mailing list, distributed at all trade shows, all leads generated by GEMI marketing. The Green Book has the largest distribution of any directory in this industry.

GEMI Catalogs
High probability of more catalogs during the course of the year - possibly 4 GEMI Petroleum Guides alone, in addition to generic and other targeted catalogs. Each mailing is sent to targeted lists obtained through associations and vertical market trade publications. Minimum mailing for each catalog is 30,000.

GEMI Advertising
GEMI instituted an advertising campaign in 1998 in civil engineering, the environmental industry, gas and pipeline industry, and the petroleum industry reaching more than 200,000 professionals in those fields generating leads that are actively interested in spatial and geographic information. In 1999, this list will include industries such as real estate, retail, telecommunications, utilities, and urban planning. As one might imagine, when advertising to such vast markets most readers are not familiar with these technologies. GEMI will continue to communicate to all leads generated through the ad campaign - only the one's showing real interest in these technologies will be surveyed through the GEOTECH Census. You can have access to all leads, or just the qualified leads.

GEMI Trade Shows
GEMI exhibited at a number of trade shows in 1998 in industries such as traditional GIS, urban planning, civil engineering, utilities, petroleum, and environmental. In 1999, this list will also include telecommunications, real estate, forestry, mining, marketing and insurance.

The GEOTECH Census
The GEOTECH Census will tele survey every lead that is generated through EOM, the GEMI direct mail campaigns, GEMI advertising, and GEMI trade shows. The leads will be surveyed to provide information such as: Who they are? What is their industry? What is their job function? What is their interest in geospatial information? What type of software do they use (MS Office, MapInfo, AutoCAD, ARC/Info, Microstation etc.)? What type of geographic information do they currently use? (USGS maps? hard copy or digital? raster or vector? DEMs? satellite imagery? aerial photos/hardcopy/digital/digital orthos? other?) What is the size or scope of their projects? (a city block? a square mile? a town? a city? a county? a state? country?) and, What type of information do they want for their projects? (Land use? land cover? vegetation type? geologic? soils? demographics? elevation? cadastre? streets?. political boundaries? change detection?) All of this information will be entered into a database in order to build the GEOTECH Census - the most complete and accurate picture of the markets for the GeoTechnologies, and what their current and future needs will be. This database, along with the entire list will be provided to EOM advertisers.

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