EXIT INTERVIEW: A Q&A With Heidi Spangler

The former audience development director at Questex Media reflects on her career and the future of b-to-b publishing.

By Chandra Johnson-Greene
Tuesday, April 6, 2010

After spearheading a seemingly radical overhaul last year that involved canceling Questex Media’s membership with BPA and partnering with Verified Audit Circulation in favor of an integrated, cross-platform audit statement, audience development director Heidi Spangler has decided to leave the company, effective April 9, as well as her career in b-to-b publishing, for a part-time position with Cleveland Metroparks.

Spangler, who joined Questex in 2007 and began a career in circulation in 1990, recently spoke with AD to discuss her career, the evolving role of audience developers in publishing and what she thinks the future of b-to-b publishing will look like.

AD: How have your responsibilities as an audience developer changed since you started?

Spangler: When I look back, the main focus used to be getting people to subscribe to the print magazines, but now we’re seeing a lot more audience developers working with integrated databases. We’re finding that, for companies, it’s important to involve audience developers in all aspects of the conversation. It used to be that when there was a company meeting, the audience developers were dismissed once the circulation discussion was over. But now they’re realizing how much we’re seeing by managing an integrated database. It’s important for companies to see the potential that circulators have—to find out what we know, especially on the lead-gen side. So much is being spent on contacting the audience, but more can be done with that audience. I’d like to see that develop some more.

AD: You spearheaded a push for an integrated audit at Questex, well ahead of many other publishers, and even the audit firms. Why was this important and did it have the business impact you were looking for?

Spangler: The entire process was exhausting, but it was great. We went to [Verified] and told them what we wanted on the statement and they went ahead and did it. It was a good experience for both them and us. It has caused the advertisers to say, “Hmmm, that’s something new to talk about.” The old conversations have gotten stale. Advertisers are looking for new ways to make money and the same audit statement isn’t going to work in this new environment. Our new statement allows us to tell our advertisers, “Yes, these customers don’t get the print magazine, but they do get the e-newsletter and if you want to reach everyone, here’s how you do it.” The original audit statements tell advertisers that everything works, but that doesn’t hold water anymore. You need to show engagement.

AD: What are your thoughts on the future of b-to-b publishing and what role do you think new technology, such as e-readers, will play?

Spangler: What I love about the iPad is that it’s sort of like being a part of a gated community. At least for now, your information is more protected and not everyone can see what you’re doing. But from a business perspective, we may lose metrics because everything that’s done online is tracked. People may find e-readers as a way to protect themselves and get some of their privacy back.

As for publishing, I think that audience development is one of the most underestimated jobs in the business. You see audience developers wanting to get more involved and lead the charge, while others are backing away. But I’m hoping that more audience developers put themselves out there because we’re special. There’s logic behind what we do and companies have to recognize that.

I see a lot of b-to-b magazines going away. Markets that have seven or eight books in them will continue to shrink, but I think that will give people in the editorial, audience development and sales sectors the opportunity to leave their companies and try to run those [shuttered] magazines themselves.

AD: What is the most important area that audience developers should be paying attention to now and why?

Spangler: I think database development is most important. I see companies wanting to create an integrated database, but they’re calling outside vendors to spearhead it. But the approach that we took was that we already had a really good fulfillment vendor, so it made sense for us to start there. If they’re already offering you a good base, be sure that the company’s not wasting money to recreate what you already have access to.

AD: What will you be doing at your new position and how will it relate, if at all, to audience development?

Spangler: I’ve learned a lot from working in the b-to-b publishing, but it’s been exhausting. So I started going back to school last year and I’ve been working part-time on getting my Master’s. Cleveland has a great metro park community and zoo, so I’ll be working with them part-time doing some Web form updating and database work, but it will be in a way that connects me with the community. It feels more tangible because I’ll be communicating with people all day.

Part of me does want to stay connected with the business because I love the people and, despite the economy, this is a very fascinating time. Therefore, I’m not sure if this is a permanent walk-a-way. I can’t imagine not knowing what’s going on and not being up-to-date on b-to-b publishing, but I look forward to seeing less fear and more boldness in the future.