Business Side Calls Out Editorial on the Online Opportunity
Advanstar VP: 'You can be part of the change or I'm going to change that.'
With the continued softness in medical and pharmaceutical print advertising, Advanstarâs reorganization of its Healthcare Group around an online portal called ModernMedicine.com isnât that much of a surprise.
But what does raise eyebrows is the blunt editorial critique of Advanstar Life Science Group executive president Steve Morris. And he may be right. Editors who arenât adapting to the online opportunity may soon find themselves called out by the business side, and rightfully so.
âWeâve reduced the editorial count on our traditional books because the books have less frequency and fewer pages,â says Morris. âThe money is moving over to the Web side or the project side. Weâre trying to move people into those roles. I said to everybody, âWhatever youâre doing today is going to change in six months. You can be part of that change or Iâm going to change that.ââ
âI said to editors, âWe have a generation of doctors who grew up in the age of Google,â continues Morris. âWhen you Google something, you donât get a 1,000 word story on it. You get a thousand choices of two-line stories. Thatâs how people consume information today. We have to look at our journals that way and re-engineer it.â
The new editorial role isnât just about producing good content but also strategic planningâincluding vetting traditional partners and even vendors for content that is valuable to their audience. âWhen editors start to bring stuff up like partnerships and new opportunities in new sections, then good things are starting to happen and theyâre getting the message,â says Morris.
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