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Larry Greenberger is a seasoned marketing and publishing professional with extensive experience in B2B, advertising, and content marketing. He has held various leadership positions, including Vice President of Sales and Group Publisher, and has managed multiple magazines and digital products. Greenberger has a strong background in strategic planning, marketing communications, and new business development.

Credentials

  • Video Strategies for High Engagement
    LinkedIn
    Jun, 2020
    - May, 2026

Experience

    • Vice President of Sales
      • Aug 2020 - Present
      • Chicago IL

      KPI Analyzer is a SaaS application which gives SAP customers their ERP As-Is business transaction assessment in 1-day with virtually no risk of human error. This app is revolutionizing the migration to S/4HANA RISE.

    • United States
    • Technology, Information and Media
    • 700 & Above Employee
    • Executive Vice President | Transportation
      • Oct 2019 - Aug 2020

      Manage group 12 magazine, related digital sites and digital products to deliver complete P&L results. This group won 92 editorial awards over 6 years and saw continual growth until COVID-19 impacted the economy.

    • Vice President|Group Publisher--Transportation
      • Aug 2018 - Aug 2020

      Endeavor Business Media purchased SouthComm Business Media which lead to increased responsibility with title of Vice President being added.

    • United States
    • Advertising Services
    • 200 - 300 Employee
    • Group Publisher/Transportation Group
      • Apr 2012 - Aug 2020

      Responsibilities increased to include Aviation and Mass Transit. Magazines include Airport Business, Aircraft Maintenance Technology, Ground Support, Mass Transit as well as dotted line responsibility for Aviation Expo and related web sites.

    • Group Publisher/Vehicle Repair Group
      • Jan 2007 - Apr 2012

      Automotive 2007-Present (Professional Tool & Equipment News, Professional Distributor, Fleet Maintenance Magazines)Entrusted to lead a turnaround of the automotive aftermarket group. Magazines redesigned to be competitive in marketplace. Direction given to create an editorial mission based on critical issues in the industry. Marketing focused on competitive advantages with consistent messaging. Product improvements were made in print and for web based products. Extensive sales training used to maintain market dominance. Results:..PTEN--Stopped a 21% revenue drop in 2008 that started in 2006. Margin improvement 57% in 2010...Fleet Maintenance--Established market presence and held market position in 2008. Increased share in 2010...Professional Distributor--Margin is growing after a 61% decline in 2007. Set earnings record in 2010...Web revenue doubling annually on all magazines...Single sponsored, custom issues representing 15% of revenue were sold to tool companies.Publisher: 2005-2006 (Firehouse Magazine) Empowered to lead flagship title to end decline in revenue and market share. Strategic decisions were implemented to reorganize sales, enhance marketing, redesign product and motivate the staff. Relationships with key customers, government agencies and industry trade associations were reestablished. Results:..Revenue in 2007 year-over-year was up 29% when transferred to Automotive. ..Market share up 10%...Brand dominance re-established with aggressive marketing and sales efforts.

    • Chairman/Publishers' Committee
      • Sep 2010 - Jun 2012

      The publishers' committee is an association volunteer position that addresses key facets of running B2B magazines facing publishers. Throughout the course of the year, independent consultants address specific issues to enable publishers to be more effective in their career.

  • VNU Business Media
    • Atlanta Metropolitan Area
    • Publisher
      • Jun 2002 - Oct 2005
      • Atlanta Metropolitan Area

      Publisher: (Display & Design Ideas (DDI))Directed efforts that lead magazine to a dominant #1 position. Market share increased to 62% from 49% and the contribution margin increased by 300% to 35% of revenue. DDI became the industry voice of authority wherein I partnered with key industry o...

    • Group Publisher
      • Jan 1997 - Nov 2001

      Initially managed international sales staff for the mining magazines. Success achieved when mineral prices were at record lows. Sold $550,000 single sponsor issue to Svedala to reach revenue goals. Aggregate titles added the following year and construction the next. Used conferences and tra...

    • National Sales Manager
      • Jan 1996 - Jan 1997

      ..Generated increase in revenue at 24%...Leader of sales and marketing efforts for 3 automotive magazines.

    • Group Publisher
      • Jan 1993 - Jan 1996

      Returned faltering magazine to breakeven in 18 months by overhauling all operations...Increased revenue by 26% and market share by 22% over two years. ..Market share gain ranked magazine #2. Started at #4. ..Completely revamped operational expenses.

    • Chicago Chapter President
      • 1992 - 1996

      Volunteer position with AMA Initiated Elect-Officer planning process Streamlined Board responsibilities Increased membership Improved financial position of Association

    • Sales Director/Business Week
      • May 1976 - Apr 1993

      Managed sales staff that sold corporate level executives training programs. ..As sales person, finished 3rd of 26 in first year. ..Launched innovative new markets--first to include magazine in frequent flier programs, hotel rooms and customer statements. ..Winner of the Directors Cup as sales ...

Education

  • 1969 - 1973
    Indiana University of Pennsylvania
  • 2004 - 2004
    Center for Creative Leadership
  • DePaul University

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Industry Focus. “Marketing and Advertising.”

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