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Progressive Business Media launches Custom Content Division

Industry veteran Kit Falvey named director
 Image of Kit FalveyKit Falvey

GREENSBORO, N.C. — Progressive Business Media, the leading business-to-business publisher in the home furnishings arena and parent to Furniture/Today, has launched a Custom Content Division and named industry veteran Kit Falvey as its director.

Falvey, who will be based in Greensboro, reports to Connie Lineberry, Progressive Business Media's executive vice president, creative brand services.

The announcement was made today by Matthew Slaine, PBM's CEO.

"In today's increasingly cluttered marketplace, success is based on being able to connect with the right customer with the right message at the right time using the right medium," Slaine said.

"As leaders in print, digital and live content, we know that today's customers are highly sophisticated in terms of how, when and where they access information. Although traditional methods of reaching an audience continue to be effective if done correctly and creatively, companies that fail to understand and utilize varying methods of marketing to an audience will be left behind," Slaine added.

"By bringing Kit on board as a full-time member of the PBM team we are now able to provide custom content, be it print, digital or video, to anyone in the home sector looking to communicate targeted information to their current and potential customers."

Falvey, whose career has focused on marketing and media, began in publishing and advertising with a 15 years as an account executive, including a stint with the Burris Agency, based here. She also co-owed a commercial printing and marketing firm and most recently was the marketing and account director with Pace, a content marketing agency.

"As someone who has always loved furniture and design, I studied interior design in graduate school and was fortunate in that my first job in advertising gave me the opportunity to work with a number of leading furniture and home furnishings accounts," she said.

Commenting on the effectiveness of customized content, Falvey said, "Traditional marketing involves a one-way conversation from the seller to the prospective buyer. But today, people are increasingly sophisticated when it comes to gathering and utilizing information. Increasingly, they want solutions, not a sales pitch, and custom content provides that pathway."

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