How magazine and B2B companies should be using databases to develop attractive media/info properties.
If the rush into databases reminds you a little of the rush on to the Web in the 1990s, bear this in mind: Publishers are seeing a direct return to their bottom lines, reports this story.
But a caveat: building databases isn’t right for all publishers. “You shouldn’t go into it if you’re still trying to establish your magazines and Websites as brands,” says Gordon Hughes II, president and CEO of American Business Media. “You need to come from a well-developed brand before you branch out.”
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