Outlook 2010
Nine publishing executives outline some of their most important audience development strategies for the year ahead.
All indications point to another tough year ahead. Industry observers note that ad spending is trending up slightly and still others caution we may never regain the ground we lost. Nevertheless, publishers are still trying to corral budgets that are little more than moving targets and continue to forge ahead with new initiatives to increase audience and revenue. As always, the publishers that continue to innovate will be first in line when the markets correct themselves.
The following pages are dedicated to nine executives who explain some of their favorite initiatives for 2010 and where they’re dedicating their resources for new products and innovation. In these profiles you’ll see strategies that were created exclusively for audience development, and still others that have a wider focus, but fold in aud dev as a critical component.
Testing Multiple New Digital Directions
David Ball
VP, consumer marketing
Meredith
Using SEO to Drive Web-Sourced Subs
Barbara Besser
Group Circulation Director
Active Interest Media
Connecting Content With Audience, and Growing Both
Bob Cohn
Editorial Director
TheAtlantic.com
Maximizing Revenue From the Audience You Have
Steven Kotok
President
The Week
Expanding Digital to Unite Local Reach
Jeff Lapin
President
Farm Progress
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