Magazine Publishers Try To Assert Authority Over Online Ads

Folio convened a recent roundtable with eight publishing execs to discuss what the magazine calls “part of a new aggressive push by publishers to re-establish themselves as authorities on Internet business.” (I’m not sure it can be argued that magazines ever were authoritiative when it comes to online ads.) A couple of quotes…
Prescott Shibles, vp-online development, Primedia Business: “We’re trying to identify what the user needs are for a particular targeted segment of your industry, and then provide all that information in one place. And the more you drill down, the more loyalty you get.”
Todd Christenson,publisher, Electronic Products, Hearst Business Media: “B-to-b is driven by leads. Three years ago we wanted impressions, last year we wanted clicks, and now we want leads.” And, this: “Senior management that does not understand technology, I don’t think are senior management any more.”

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