Opening Keynote at CM Show: 'Audience is King'
Access Intelligence CEO addresses Chicago conference.
CHICAGO‚ÄĒAccess 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 audience‚ÄĒnot content or commerce‚ÄĒis king.
Pazour ran down a list of e-media ‚Äúpure play‚ÄĚ companies, including Light Reading, Mediabistro and Tech Target, that‚ÄĒunlike magazine publishers‚ÄĒhave taken the reins and are ‚Äúeating our lunch.‚ÄĚ
‚ÄúThese companies were able to focus, they took time to develop and they provided multiple revenue streams,‚ÄĚ 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 today‚Äôs rapidly changing environment. ‚ÄúWith our intellectual and relationship capital we should be on top and we‚Äôre not.‚ÄĚ
The need for a larger and more relevant audience, he added, is especially important for the b-to-b space where ‚Äúflat is the new growth.‚ÄĚ
‚ÄúIf you‚Äôre not growing, you‚Äôre dying,‚ÄĚ 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. ‚ÄúIf you feel you have a vision, scream to your boss and your boss‚Äô boss,‚ÄĚ Pazour said. ‚ÄúAnd spend time looking at competitive Web sites. Look at what they‚Äôre doing and dig deeper.‚ÄĚ
While he didn‚Äôt entirely elaborate on why audience‚ÄĒas opposed to content‚ÄĒis king, Pazour agreed that audience developers should be at the forefront of the publishing industry.
‚ÄúIt‚Äôs the springtime of your careers,‚ÄĚ Pazour told the crowd. ‚ÄúThe future is wildly exciting and audience is king.‚ÄĚ