Everything Channel’s Dan Dignam on Developing an Award-winning Online Component
Inbox: As a brand that has many components, including print, online and events, how do you decide what to invest time and money into when a new opportunity presents itself?
Dignam: When it comes to where to invest time and money, the Web has taught us [that] it doesn’t matter what we think. Look to metrics from your audience for the answers. Listening to your customers is the key to success.
Inbox: How do your various properties complement one another? What is the relationship between these entities?
Dignam: The beauty of our model is that our editorial team produces content, and our management team determines how to use it—in print, online and/or events. The formula is to produce the most compelling information, and then position it the proper medium. Our agenda is to serve our audience in the best medium.