Sometimes, as in our cover story this month, the empirical data tells the story. Other times, it’s valuable to understand what people are thinking about. Ultimately, a combination of the two — data plus insight — produces the most promising path forward. Here, we selected 17 executives from among publishers and the supplier companies that help them, and asked them to candidly share their points of view on pressing issues and emerging opportunities.
While the responses are widely divergent — touching on all aspects of a changing business — there’s nevertheless a core thread running through our Q&As: How to generate new revenue by serving the industry in contemporary ways, through innovation and fresh ways of looking at longstanding challenges. We were impressed by the insights these folks shared, and the relevance for all kinds of magazine-media companies.
This is the second half of our "Executive Perspectives" series. The first part of the series can be found here.
COO / U.S. News & World Report
What will be the biggest challenge facing your business over the next 12 months?
The biggest challenge — and also the biggest opportunity — is to diversify how we reach our audience while also increasing it. As recent news suggests, it does not serve publishers well to be too reliant on any one platform or source of web traffic.
Which types of new positions or skill sets are you currently hiring for?
We are increasing our staff by 25 percent by 2017. We are focusing on technical developers, analysts, and ad sales.
What does the term “21st century media company” mean, from your perspective?
Media is changing rapidly. Today’s 21st century media company has to be committed to creating good content, and nimble in the way it presents and distributes that content. Understanding your audience, and their interests and behaviors, will be a key to most revenue models.