Rob Laidlaw

Happy New Year: Business 2007

WOW What a Year!

Its a amazing to think just how much can happen in 1 year. At this time last year, we had just finished putting ink-to-paper on a letter-of-intent to sell Modified Automotive Group (our 3 automotive magazines) to Primedia who was the largest publisher of Automotive magazines in the US. In my mind, we had simply taken way too much market share away from Primedia, and with each new magazine we launched, we were on our way to becoming a major threat to their monopoly. We finally closed and announced the deal in February 2007. I still believe it was one of the best decisions of my life - yet, I still regret not having the chance to launch Modified Trucks ;-)

After selling the magazines, we wasted very little time in executing our next strategy. We acquired and launched what has quickly become the largest Powersports network. We started in June with the re-launch of Motorcycle.com (the largest online Motorcycle magazine) and then proceeded with ATV.com and Snowmobile.com. In early 2008, we will launch PersonalWatercraft.com to complete the family of Powersports sites.

Amazingly, looking back we have 20 new staff that are now working at VerticalScope from this time last year, to today. We went from 60+ staff at this time last year, down to about 35 staff this year with the divestiture of the Modified magazines. Its interesting to hire and train so many people (20) so quickly, and try to re-build the infrastructure and roots of the company. Its a lot of work, and there is a ton of "gut feel" that goes into getting the right mix. And trust me, people will always second guess you... And sometimes you will be wrong. But making change is something that should not be feared, and correcting your mistakes should never be embarrassing nor delayed.

Finally, we also did a major deal to bring AutoForums.com to the top of the heap in the Automotive space. AutoForums now has close to 75 websites under its belt, and is the largest enthusiast-owned network of forum sites. Like many other forum owners, we received offers from Internet Brands to buy our sites, but we chose to stay "enthusiast-owned and operated" and instead decided to get even more aggressive and bought a ton of new sites. The business is prospering like never before, and we will have our foot firmly on the accelerator throughout 2008 as we battle it out with Internet Brands (ticket symbol: INET on the NASDAQ)

Happy New Years, and best wishes for a very prosperous 2008.

Toronto Star Article: Enthusiast sites a VerticalScope passion

There was a decent write-up on VerticalScope that appeared in the Toronto Star. The article is a few months old, as we have now launched Motorcycle.com, Snowmobile.com, ATV.com and are getting ready for the PersonalWatercraft.com launch.

For those who were wondering what VerticalScope is up to since having sold the Modified Automotive Magazines Group to Primedia/Source Interlink back in February, feel free to have a read.

Link: TheStar.com - Enthusiast sites a VerticalScope passion.

p.s. that is a super-old picture they used!

VerticalScope launches ATV.com

We proudly unveiled our 3rd powersports site today with the launch of ATV.com. The ATV market has been growing at a crazy pace the last few years, and according to industry reports is now LARGER than the motorcycle market. I was a little shocked to hear that statistic at first too, but once we dove a bit deeper into the market, we realized just how big it really was.

We are excited to have a site that I think looks better than the competition, has great content, and with the industry-leading domain name. Having just gotten back from PubCon, all the marketing and SEO in the world won't give you the name-brand recognition, SEO-value, and type-in traffic that ATV.com gives us. The domain is worth millions - if not more. We promise it to use it to its full potential.

Link: ATV.com: Videos, Reviews, Prices, & Pictures of ATV.

PubCon Search Marketing Conferences 2007

I recently returned from my first PubCon, and I have to say this was one of the most enjoyable conferences/tradeshows I have ever attended. I have been to all kinds of conferences over the years, but the things that really stood out in my mind about Pubcon:

1) the speakers were not selling product, they were experts in subject matter. Too many times I have attended conferences to only have the speaker say "and for all the great information, buy my book after the show" or something like that. These speakers spilled their beans, and the information was top-notch. My favorite conference was the Social Media conference which included speakers from Topix.com, webmasterworld.com, and RateitAll.com .... my 2nd favorite was probably the Email Marketing conference.

2) the audience knew what they were talking about. There is nothing worse than Q&A at some conferences. Stupid questions. Well, at this conference the questions were all "good questions"

3) the show is so good, that it really calls into question why it isn't bigger? Perhaps this goes against the thinking in comment #2.

4) The branding of this show is horrible. The WebmasterWorld.com logo, and the Pubcon logo are horribly old-school, and really do not portray the brand or conference the way they should/could. I think this was part of the reason I was so pleasantly surprised by the conference... one look at the logo made me think it was going to be awful and regressive.

5) A little too much overlap of the conferences. There were definetly a few tough choices for me where I wanted to be in 2 sessions at the same time.

Finally, thank you for having it in Vegas. Tradeshows held in Indianapolis or Memphis just don't cut it. Vegas, LA, NY, or Miami are the only destinations for "successful shows".

If you are in the online publishing business, this is one show you should attend.

Link: PubCon Search Marketing Conferences 2007.

VerticalScope launches Snowmobile.com

Our second Powersports site launched on November 1st as we proudly debuted Snowmobile.com. The site brings an impressive level of features to a marketplace that has been under-served online. We own a few other snowmobile properties including SnowmobileWorld.com and SnowmobileForum.com, but Snowmobile.com is the first to bring together videos, reviews, specs, and buyer's guides.

We are looking forward to Snowmobile.com's success this year as I've recently heard that Mother Nature has us in for the "coldest winter in 15 years" ... good news for snow lovers.

Link: Snowmobile.com: Videos, Reviews, Prices, & Pictures of Snowmobiles.