Cathleen P. Black, president of Hearst Magazines reflects on their web strategy:
“…never viewing digital inventory as the value-added piece of an ad-page deal, said Ms. Black, calling magazines’ obsession with advertisers’ page schedules “almost a relic.”
Their five goals for digital:
- Transforming existing sites into the best possible properties.
- Using the web to drive profitable circulation.
- Leading the industry in site functionality.
- Achieving leadership in site traffic, which Ms. Black equated with newsstand sales as an indicator of vitality.
- Making money.