CTAM to Lay Off One-Fourth of Staff

CEO Beales: Industry Has Fewer Marketers Now
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The Cable & Telecommunications Association for Marketing will lay off about one-fourth of its employees by the end of 2012, after the group’s decision to discontinue its CTAM Summit and Insights Conference flagship events and shift away from individual memberships.

CTAM will eliminate eight position at year end, out of 33 total employees currently, president and CEO Char Beales said. Most of those are staffers who have worked on the conferences and individual memberships. Beales confirmed she will remain with CTAM.

Beales called the demise of CTAM Summit and the Insights research conference an “evolutionary change.” The events became unsustainable after several MSOs dramatically consolidated their marketing organizations and programmers followed suit by closing affiliate sales offices in the field, according to Beales.

“There are just fewer people,” she said. “To do a Summit at the level the members expect takes a disproportionate amount of resources of the member companies.”

CTAM will introduce smaller, more frequent meetings and educational events in place of the larger conferences. “In a fast-moving industry like cable… to get together once a year seemed outdated,” Beales said. “So meeting more often makes more sense.”

For example, CTAM plans to introduce a one-day session in New York, aimed at director-level executives at cable networks. It also will host a high-level, invitation-only seminar for MSO chief marketing officers and content marketers, with the first scheduled to be held during the 2013 International CES in January.

As for the shift toward corporate membership, Beales said the key benefit of CTAM’s individual memberships was that they offered significant discounts for the Summit and Insights events.

In addition, “it was duplicative because a lot of our members were already paying the corporate dues, so it makes sense to bundle that all together,” she said.

With the changes, CTAM’s revenue base will shrink, Beales said.