The B2B world has changed says Peter Goldstone, CEO of Hanley Wood. And along with it, so has his company. While Hanley Wood remains dedicated to serving the residential and commercial design and construction industries, how it goes about that task has evolved
"Data" has become the magazine industry buzzword du jour -- and for good reason. Publishers are finding that through their digital issues and online properties they can gather more insights about their readers than ever before. Some publishers, particularly in the B2B sector, are translating those insights into qualified prospects for their advertisers. By tracking reader behavior and interests, publishers can offer advertisers more than brand awareness. They can promise a list of high-value prospects who are ready to buy.
There is an adage that states "you are what you do, not what you say you'll do." But until very recently media companies only considered what people said, relying solely upon self-reported data (such as online registration forms) for marketing purposes. Not only do these profiles quickly become stale, but frequently they're not even accurate to begin with, as readers had little incentive to properly fill them out. By way of example, the most selected job title for ALM publication readers (primarily attorneys) who filled out an online profile form to access ALM articles in 2012 was "other
Rick McFarland likes to compare his work at Hearst Corporation's data services to the creation of the Interstate Highway System. Before the Interstate System, it was a bumpy ride from coast to coast, fraught with dead-ends, detours, and sluggish speeds. Improving the nation's roads had been a long-standing ideal, but it really wasn't until President Eisenhower championed the military and economic value of a robust interstate highway that funding was put in place and action was taken.
ALM Media's Jeff Litvack is bullish on digital magazines. If paired with a smart web strategy, useful mobile apps, and the data that connects all the pieces, the chief digital officer expects digital magazines will in the future serve much the same role printed magazines have in the past
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Publishers have long been adept at gathering information about readers and audiences in the interest of producing better content and more effective advertising. But these processes were a lot more simplistic "back in the day" of print-centric magazines.