Sheila Robinson: Dedicated to Serving Women in Business
Executive Insights: What percentage of your total revenue comes from events?
Robinson: At this time, 40 percent.
Executive Insights: Are you moving into virtual events or webinars as part of your product mix?
Executive Insights: Does most of your magazine revenue come from subscriptions or advertising?
Robinson: Most of our revenue comes from advertising. We are 80 percent a business-to-business publication sponsored by corporations [looking] to support the leadership and executive development of their employees and customers. We work on their behalf, developing and offering [products] to customers consistent with their initiatives and goals to ensure their return on investment.
Executive Insights: Do you expect print to continue to play an important role for you going forward?
Robinson: I believe there will always be a place for print. Many of our customers complain that the relationship with a magazine is totally different from the relationship online. While technology continues to drive communication quicker and [in] environmentally friendly [ways], print continues to innovate as well. Consumers who read magazines want the experience they have with a magazine. My 13 year old daughter texts, uses her ipod and the computer, but she loves magazines and reads them about two to three days a week; she [also] buys one to two magazines a week. So technology has created a shift for magazines and where they fall [in the product mix], but they have not been eliminated.
Executive Insights: What new products are in the pipeline? Will mobile play an increasingly important role in your product mix going forward, for instance?
Robinson: We are always looking for ways to extend our brand and address our customers' needs, and mobile is included. Our focus is on reaching and helping more women and we are open to the most effective ways to do this.