Green acquires Industry Marketing Solutions

Fort Dodge-based company is renamed RDG Media Inc.

-Messenger photo by Hans Madsen
Former Industry Marketing Solutions owner Steve Scanlan, right, poses in their Boston Center offices with new owner Randy Green who will now call the business RDG Media, Inc.

Industry Marketing Solutions, the Fort Dodge-based publishing company Steve Scanlan launched in 2003, has been purchased by Randy Green and renamed RDG Media Inc.

The transition to new ownership took place in late October. The company will remain in Fort Dodge at the Boston Centre location it has occupied since 2006.

“Industry Marketing Solutions is an excellent company with digital and print products that uniquely serve each of their dynamic vertical markets,” Green said. “Our goal is to continue serving the audiences with products that generate a superb and cost-effective return for our advertisers. We look forward in the very near future to introducing innovative products that will enhance advertisers’ share of market. We will continue to publish our products from the Fort Dodge offices.”

Scanlan, who continues to co-own a separate publishing enterprise also located in the Boston Centre, is providing consulting advice to the Green for a short while.

“I’m helping Randy (Green) through the transition phase to make sure everything goes smoothly as he goes forward,” he said.

RDG Media publishes business-to-business publications. These magazines are essentially advertising mechanisms through which products and services are offered to specialized markets.

Green has a long history in this field as a key executive at BNP Media, headquartered in Troy, Michigan.

“I’ve been in publishing for 27 years,” he said. “I’ve always been an employee of a publishing company. I wanted to make the transition to ownership.”

The new company president has big plans for the years ahead.

“I plan to supplement what we do right now in print with additional digital products, digital deployments to complement the print,” Green said. “It’s a digital world. We’re developing more of those products to bring digital solutions to our customers. In addition we want to develop more association and industry partnerships to be more entrenched in each of our current markets.”

RDG Media currently has four publications. Green said he is in the process of making changes in those highly successful products.

“We’ve got the online versions of our print publications and websites, but we definitely want to do more than that,” Green said. “We’ll make more use of customers’ videos and we’re developing new digital-age products. We want to rework our websites to include more content.”

While there are no new publications yet being launched, he said one of the present markets has been expanded. Additionally, logos have been changed on three of the existing products.

What clients find in the publications is also being modified. In the past they exclusively contained advertising. Green is revising that approach.

“In two of the publications, probably three, there will be feature stories, product reviews, industry news, industry trends — things like that,” he said, explaining that this will add value to these already successful products and make them even more competitive in the marketplace.

One thing that is not undergoing revision is the workforce at the company. Green said all the existing staff employed by Industry Marketing Solutions rolled over to the new venture and there have been new hires as well. He said the staff complement now numbers just short of 20 people.

Meet Randy Green

Green is a lifelong resident of the metro-Detroit area. He went to high school in Berkley, Michigan, and later studied at Wayne State University in downtown Detroit. He graduated from WSU in 1995 with a Bachelor of Science degree in marketing and advertising.

“I got my start at the Wayne State University newspaper, which at the time was a daily,” Green said. “It was the most fun I ever had. I started out there selling advertising and then I became the advertising manager of the student-run newspaper.”

After college, Green joined the staff team at BNP Media in Troy, Michigan.

“I was there for just shy of 23 years before I made this move,” he said. “I started out there as the classified advertising manager, moved to inside sales, moved to a territory, to a publisher, to a group publisher. It’s a business-to-business publishing operation just like RDG Media is.”

Green continues to make his home in Oakland Township, near Detroit, and commutes to Fort Dodge each week.

He said he views taking the helm of RDG Media as a good fit for him professionally and believes the background he brings to the company can help it thrive and evolve in the years ahead.

“I have background in some of the markets in which we operate here and thought that I could bring new ideas, new energy, a new way of approaching customers,” he said.

Green is enthused about this career move.

“I like that I can lead a group of folks and I can bring fresh ideas, fresh energy, share my vision and hopefully what I accomplished at BNP Media can translate here and more,” he said.

Scanlan has high praise for his successor.

“Randy Green and RDG Media is the perfect choice to help drive this business forward,” he said. “He has had a strong background in our markets and his knowledge and use of innovative strategies to serve advertisers in these markets is second to none. These publications could not be in better hands.”