Opening Keynote at CM Show: 'Audience is King'
Access Intelligence CEO addresses Chicago conference.
CHICAGOâ€”Access Intelligence CEO Don Pazour began his speech as the opening keynote for the 2008 Circulation Management Conference and Exhibition here with a warning: Circulators who have been doing the same tasks day after day for the last 15 years might not appreciate his views on the future of audience development. The role of the circulator, said Pazour, is expanding to include a host of new responsibilities, central to which is the idea that audienceâ€”not content or commerceâ€”is king.
Pazour ran down a list of e-media â€śpure playâ€ť companies, including Light Reading, Mediabistro and Tech Target, thatâ€”unlike magazine publishersâ€”have taken the reins and are â€śeating our lunch.â€ť
â€śThese companies were able to focus, they took time to develop and they provided multiple revenue streams,â€ť said Pazour, and, therefore, were able to secure superior audiences. This, he stressed, is what audience developers need to do for their companies in order to succeed in todayâ€™s rapidly changing environment. â€śWith our intellectual and relationship capital we should be on top and weâ€™re not.â€ť
The need for a larger and more relevant audience, he added, is especially important for the b-to-b space where â€śflat is the new growth.â€ť
â€śIf youâ€™re not growing, youâ€™re dying,â€ť he said.
Pazour also advised circulators who may not know how to confront their CEOs and get out of the back office to be persistent and find a voice. â€śIf you feel you have a vision, scream to your boss and your bossâ€™ boss,â€ť Pazour said. â€śAnd spend time looking at competitive Web sites. Look at what theyâ€™re doing and dig deeper.â€ť
While he didnâ€™t entirely elaborate on why audienceâ€”as opposed to contentâ€”is king, Pazour agreed that audience developers should be at the forefront of the publishing industry.
â€śItâ€™s the springtime of your careers,â€ť Pazour told the crowd. â€śThe future is wildly exciting and audience is king.â€ť