The Corner Office: Balancing Mediums to Serve the Audience
What challenges do you face in the digital landscape?
Cintorino: We still have tremendous print products, and I would say that, along with our current brands, the type of industry we're in lends itself to staying power with those print brands. The travel industry [has] a very engaging, visual, emotional connection to travel. Therefore, page, branding ads, visual ads are still very important. That also means that you have a lot of resources that are putting out frequency. That comes at a [point where you have to make a] choice of when you're focusing resources on digital products versus print products. So the transformation of staff certainly is an ongoing process, but it's not one that you want to flip the switch on [too quickly to digital]. It would not make business sense to do that.
What are some best practices for fostering digital initiatives?
Cintorino: Product management to me is huge, because [it] … exists in all product companies. … But it did not exist within traditional b-to-b magazine companies. … It is market sensing, building requirements and project managing. … With that being [critical], to me the rest behaves like an assembly line since we need content to feed the market. To increase speed to market, you have to treat all your processes like an assembly line, which means identifying and removing bottlenecks. PE