CEO, Penton Media
Â Takeaway:Â Utility and frequency are paramount as Penton transforms from a traditional b-to-b media company into a professional information services unit.
Less than a year into his tenure, new CEO David Kieselstein is turning Penton Media from a traditional b-to-b media player into what he calls a â€śprofessional information services company.â€ť
Data and software solutions, user communities, decision-making products, virtual education and extending the life of events are at the core of the transitionâ€”all designed to make Penton increasingly relevant to its users on a daily basis. That means news, traditionally a staple of most b-to-b media companies, is less important, he acknowledges.
â€śWe view news as somewhat commoditized now,â€ť Kieselstein says. â€śIn the five sectors and 17 submarkets we claim, theyâ€™re fairly specific so you canâ€™t always get news. But we donâ€™t necessarily look to break news. Our value is in adding insight beyond the news.â€ť
Kieselstein says the content mix for most Penton titles now combines proprietary insight with aggregation and curation from outside sources.
And in a model thatâ€™s becoming more popular with b-to-b publishers in technical industries, theyâ€™re giving the audience a more central role in the conversation. User-generated content is seen as a valuable resource that they try to leverage wherever possible.
With those tenets as a backdrop, Kieselstein says Penton intends to launch eight new products before yearâ€™s end.
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