Opening Keynote at CM Show: 'Audience is King'
Access Intelligence CEO addresses Chicago conference.
CHICAGOâAccess 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 audienceânot content or commerceâis king.
Pazour ran down a list of e-media âpure playâ companies, including Light Reading, Mediabistro and Tech Target, thatâunlike magazine publishersâhave taken the reins and are âeating our lunch.â
âThese companies were able to focus, they took time to develop and they provided multiple revenue streams,â 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 todayâs rapidly changing environment. âWith our intellectual and relationship capital we should be on top and weâre not.â
The need for a larger and more relevant audience, he added, is especially important for the b-to-b space where âflat is the new growth.â
âIf youâre not growing, youâre dying,â 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. âIf you feel you have a vision, scream to your boss and your bossâ boss,â Pazour said. âAnd spend time looking at competitive Web sites. Look at what theyâre doing and dig deeper.â
While he didnât entirely elaborate on why audienceâas opposed to contentâis king, Pazour agreed that audience developers should be at the forefront of the publishing industry.
âItâs the springtime of your careers,â Pazour told the crowd. âThe future is wildly exciting and audience is king.â
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