Powerhouse Publisher Perfects the High-Wire Act
I think the other thing that, in my mind, we in the business-to-business area have to do is concentrate more on repeat visits by the target audience and increase time spent at our Web sites.
What is the biggest challenge you’ve faced in creating a successful online presence for your magazines?
Pazour: Actually, I’ll tell you that by far the biggest challenge we have is in really creating community and getting interactive stuff going on our site. In other words, the forums and the involvement mechanics, which really differentiate the value of a Web experience [from] just reading a magazine or a newsletter. So I think building community is the biggest challenge.
Is there a significant difference in your audience demographics between your print and online readership and, if so, how do you address any differences?
Pazour: I think we have higher numbers of less-targeted visitors to the Web site at this point. But I think it’s more experiential than demographic who the audience is. We continue to want to attract buyers within whatever market we’re in. But I think the challenge is to really [create] exciting and interactive experiences for the user who expects something different from the Internet.
Has access Intelligence had to adapt its conference strategy in a time when people are increasingly turning to the Web to track trends and see products?
Pazour: No. My experience has been that the trade show and face-to-face business had far less of a dip during the recession, and remains very strong and very robust. Our satellite show is in a very mature industry, and this past year we saw 20-percent growth in attendance, 20-percent growth in square feet and 20-percent revenue growth. I think the other type of business we do for the chemical industry is very high-end, CEO-based roundtables, and in the cable industry we do these leader retreats, which are heavily sponsored events. But I think the need for face-to-face has not been reduced by the presence of the Internet. I just haven’t seen it