Prioritizing the Next Stage of Publishing
With print revenues not returning to pre-recession levels and tablets ushering in the era of mobile media consumption, publishers find themselves confronted with a bold new business paradigm. According to a recent report from eMarketer, Internet advertising in 2012 will, for the first time, surpass print ad spending. (The research firm expects online ad spending to hit $39.5 billion in the United States, compared to $33.8 billion for print.) Mobile ad spending alone is projected to increase to $1.8 billion in 2012, up 50 percent from the previous year. Couple this with new opportunities in non-traditional revenue streams (marketing services, events, repurposing content for e-books, premium content and paywalls, lead-gen) and you've got yourself a recipe for reinvention.
Such developments prompted Publishing Executive to ask several leading publishing executives how they plan to guide their companies into the future.
"This is an old story to us," Bob Carrigan, CEO at business-to-business and consumer tech publisher IDG Communications Worldwide, says. "The peak of print revenues in the tech media category was 1999. We have been moving our business to more Web-centric, interactive business for over a decade now. We view the move from the conventional Web to the mobile Web as a continuation of the story that users and marketers are moving forward in a digital direction, and IDG is all over it."
For more details, we asked Carrigan, Asset International's Jim Casella and Farm Journal Media's Andy Weber to share some details of their core strategies and initiatives going forward.
CEO, IDG Communications Worldwide
In recent years, IDG has diversified significantly into events, marketing and ad network services. The tech giant operates 200 magazines, approximately 450 Web properties and 700 events in 90 countries worldwide.
Publishing Executive: What are the key new directions you are looking to take your company?