Northstar CEO 'Tired of Apologizing' for Print Success
Skodzinski: Many of your brands have significant digital components. For example, Travel Weekly recently launched "World of Luxury Online," a resource for agents of high-end travel packages. The big question for many publishers is how to grow digital revenue. To what degree have marketers in your industry adopted online marketing?
Kemp: I think, generally, our industry is probably pretty consistent with a lot of other large industries. Global travel industries, our major suppliers are hotels and resorts, airlines, tour operators, cruise lines, these are major consumer facing businesses ... and e-commerce is very important to them, so they're relatively sophisticated.
Our average brands still like print advertising. You still see a lot of advertising in print, in magazines and newspapers, and on television for hotels and resorts and cruise lines. But they've certainly adopted [digital], and I think an important part of any of our clients' market programs [is] digital information delivery.
What we're doing is trying to advance beyond traditional website advertising to have much more customized programs, educational platforms, so this is part of our whole marketing solutions initiative that you had asked me about [before this interview].
Skodzinski: Can you explain some examples of this?
Kemp: [For example,] we're doing virtual events that are on a proprietary platform that are much more engaging and educational in nature, ... deliver high-quality information to our users, ... as well as lead-generation products to our sponsors and advertisers.
We are doing a lot of webinars. We did one today on Mexico romance travel ... and we had over 1,000 travel agents on [it].
But we aren't doing a lot of the more traditional virtual events ... that try to imitate terrestrial trade shows.
The fastest-growing part of our digital business is in customized, proprietary, information lead-generation programs. We worked with an outside supplier on developing this platform, and it has a lot of interactive components, video, a lot of information delivered interactively with our sponsors. There's a live portion and then an archived portion.