NAPCO CEO Ned Borowsky: 'Our total audience increased by 25 percent in 2011'
We will be rolling out a new integrated website for our six consumer enthusiast sites, which will now be accessible through and branded by our consumer magazine [E-Gear] for this space.
We are aggressively launching niche … events both in-person and online.
We will be launching a lead-gen platform for our advertisers that will be integrated with our data warehouse.
We also will shortly announce a new launch for an entirely new market.
Skodzinski: What defines NAPCO moving forward?
Borowsky: We hope to become a company that is driven by our data warehouse—an enormous undertaking in several respects, from data integration and normalization to training and usage throughout the organization.
[In our] data warehouse, we have every type of engagement in the record of each member of our audience—from print to online subscriptions to webinars, conferences and trade show attendance, all controlled as well as paid activities with our company—enabling our marketers to pinpoint the right audience for our messaging as well as targeted lead gen for our advertisers.
Software development is becoming more critical to each market segment, along with creating customized online products.
[Also, our] company culture. Getting everyone focused on being creative and engaged in new initiatives. In this environment, growth is defined by new initiatives. If you simply rely on recurring revenue streams, it is unlikely you will grow or even maintain revenue.
Skodzinski: What are you focusing on to achieve that vision?
Borowsky: Companywide focus on the data warehouse, audience development, e-commerce and marketing services. We have picked our spots, and now the challenge is to bring everyone on board with training and companywide programs. We recently, for example, started to distribute to every member of our team where we stand in total audience by brand and group for the month, including growth for that month and how we are tracking to goal.