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InformationWeek’s Siefert: Print and the Long View

minOnline interviewed John Siefert, SVP and Publisher of the InformationWeek Business Technology Network, about the evolving role of print in the reseach process of  technology decision makers and how to maximize print advertising in integrated marketing campaigns. 

Monday, January 4, 2010
Steve Smith
As the economy slowly lurches towards recovery of a sort, and ad money moves back into some markets, the question on every b2b publisher’s mind is just what place print media will have in their future portfolios? B2B magazines have been among the most ravaged platforms in this ad decline, how much of print revenues will come back? Or has the downturn established a new lower level for trade magazine spending?

The IT segment has always been a bellwether for developments in other areas of business publishing and the digital transition. The constituency of techies was the first and the most aggressive in moving online. For John Siefert, vp and publisher InformationWeek Business Technology Network, “the days of someone saying they will buy 25-times frequency in a magazine are few and far between.” Siefert oversees InformationWeek, Network Computing, Wall Street & Technology as well as the TechWeb network of IT sites. In order to understand where print now sits with its audience of always-on, Web-centric users, the United Business Media group started asking its audience what they looked for in print pubs versus online. “We learned our audience wants to use the magazine to understand the long view in what they are doing with technology for business." Print is not where people are making buying decisions so much as establishing priorities and planning long range. “We would do a cover story on what is going on in mobility and what mobile architectures will look like in nine to 12 months,” says Siefert. “Then we will drive people online to analyst reports or to engage in discussions to get more urgent daily information to make a quick decision today.”  Read the full article...