Apprise's Charlie McCurdy Talks About the Decision to Sell Canon
McCurdy: Market served, market position, untapped potential, management team. Well, that's four things.
Skodzinski: Once you acquire a company or product, you employ what you refer to as a "surround-the-market" strategy. Can you explain this, and how and why it works?
McCurdy: It's all about helping suppliers reach customers and prospects—looking at reaching the market the way marketers look at their markets, and providing opportunities.
Skodzinski: Can you offer any words of advice to other executives who might read this and aim to employ this strategy? What should they look for and/or of what should they be cautious?
McCurdy: Your audiences and customers have all the answers—or more to the point, they have all the right questions.
Skodzinski: What are some other growth areas that generated significant return on investment (ROI) for Canon or that tend to generate the biggest ROI for media companies in general?
McCurdy: Audience targeting and segmentation is central. This permits high ROI for marketer spend, and a competitive edge for both you and your customer.
Skodzinski: What now? Where is Apprise Media investing or looking to invest?
McCurdy: We're just assessing the terrain now.
Skodzinski: What does the M&A market look like from your perspective right now as compared to six months ago? What do you expect six months from now?
McCurdy: There are many owners in our sector that never intended to be owners. That is not a long-term solution and should lead to turnover in the medium-term horizon.
Skodzinski: What are the company's biggest challenges?
McCurdy: It's hard to turn a company around while transforming it simultaneously. That presents investment challenges, since there are a lot of companies with both imperatives.
Skodzinski: Do you think the iPad is the answer to mobile magazines ... and/or that mobile/digital magazines are the future of the industry?