Bobit Business Media CEO: “Last year was the worst year in our 49-year history.”
Additionally, we're really focusing on growing deeper in each of the segments we're currently in. We're challenging our publishers to develop more revenue-generating ideas, and we continue to look for acquisitions that make sense. Rich media intrigues me, and that could be a big new area for us.
Skodzinski: Has the way you serve marketers/potential advertisers changed in the past year or two, or is it changing now? If so, how?
Bobit: We've always been very consultative in our sales approach, and we thankfully have publishers and salespeople who've been with us a long time. They know their markets and do a lot of hand-holding. We're building our salespeople into e-media experts who can help lead their customers into the online world.
Skodzinski: Bobit has been known as building a significant lead-generation business. Is this still an area of focus for you, and if so, how have you built upon it? What new things are you doing to build your lists and generate leads?
Bobit: What marketer doesn't like sales leads? We do have one market, though, where leads are really critical, and our people have been very proactive to do whatever it takes to generate leads to keep their customers happy. That includes online, print and even telemarketing.
On building lists, our audience-marketing people have really been on the ball developing community through social media and SEO [search engine optimization]. Their job is so incredibly different today than it was five years ago. It's exciting to see how much more of an integral partner they've become to our brand teams.
Skodzinski: Where do you see Bobit's print publications fitting in to the company's long-term strategy?
Bobit: I think print has good potential to remain a strong revenue producer for us in our niches. We have very close relationships with marketers, and our magazine brands are trusted.