The Corner Office: Balancing Mediums to Serve the Audience
How are you growing your digital business?
Tom Cintorino: … We are certainly continuing on building the brand Web sites, which in many cases are the magazine companion sites. We are actively building out our online events—both online brands and counterparts to physical shows. And we're actively building out our paid content and free databases, which include a hotel index (HotelTravelIndex.com) and a cruise directory (OfficialCruiseGuide.com) to be launched on April 14 in conjunction with our co-located events—CruiseWorld 2010 and Home Based [Travel] Agent [Show and Conference}.
What is your plan to integrate those efforts?
Cintorino: Basically, it's looking for symbiotic relationships between the content. We are working on moving toward building a global [audience] database. We are tremendously focused on the audience. And we're going to look to expose the content [that is] contextually relevant to … other [content].
In other words … you should be able to see that there's articles about a geographic area—let's say the Caribbean—[and] you should be able to see hotels that are related to the Caribbean. You should be able to, if you want to take a deep dive for [information on] that hotel, look for paid content, or maybe it's destination information about Mexico or Hawaii that you want to take a deeper dive into and go into the paid content. So essentially, we want to relate it so that you keep peeling back and going deeper and deeper to get more answers to your questions.
For our travel agents and meeting planners, … [we want] to help them have more of a one-stop shop for all of their needs, and … know that they can get answers to their questions, so they keep coming back. That's going to be a mixture of news, how-to content, databases, free databases and paid content.