CEO Chris McMurry Talks About His Company's 50% Growth and the Value of the Tempur-Pedic
NS: In late 2009, McMurry acquired video-production company Spark Productions. To what extent, since then, has video become a part of your business? Has the investment paid off?
CM: We've doubled the size of Spark since it was acquired. Video is probably the hottest media form at the moment. Virtually every comScore release on video consumption shows increases; the latest being 16.8 hours of online video viewing per person in June. Currently video accounts for about 10 percent of our business, and we would expect that percentage to continue to grow, especially as brands come to realize their TV broadcasting potential through Internet-enabled TV.
NS: You recently revised your website to reflect the changes over the past couple of years in your business and the services you offer. I noticed that in your services 'tagline,' "Web - Publishing - Video - Mobile," that "Web" is listed first. Have custom websites become the primary service you provide clients? What percentage of your clients utilize your web content services?
CM: We do all sorts of things for clients under the banner of "Web," such as sites, search marketing, digital advertising, e-mail services, social media and more. Web represents about 20 percent of McMurry, and there almost isn't a new client that doesn't buy into some Web-related activities.
NS: Are e-newsletters significant among your clients' needs? If so, how much so? What is the primary function of the e-newsletters?
CM: One of the keys to e-newsletters is a quality customer database, and we help clients on that front as well. Another key is riveting, arresting content that stops consumers from hitting delete. E-newsletters can serve all sorts of purposes, so I wouldn't say they are used for just this or that. Sure, they have features such as being easy to produce and therefore they can be timely, but a good quarterback might have a classic throwing arm, but can still scramble when needed. E-newsletters can be good in many roles.