Print media can survive changes: Ziff Davis's Callahan

Share this content:

NEW YORK - Massive changes in the media industry were the focus of Robert F. Callahan's keynote address at the 2007 Circulation Management Conference & Expo.

Mr. Callahan, chairman/CEO of Ziff Davis Media Inc., outlined his own company's transformation from being heavily print-reliant to earning over half its profits through online revenue. He used his company as an example for others who may be struggling to meet the demands of an increasingly Web-savvy and Web-dependent audience.

"Digital media is a revolution," Mr. Callahan told the gathering of circulation leaders. "The good news for us is that we are really just in the first inning. Terrific opportunities are here for all of us if we pay attention and if we listen to our customers."

Mr. Callahan emphasized that no matter what form of media one works with, the point of the business is putting together buyers and sellers. A switch to digital media does not lessen the importance of knowing one's audience.

"Change is going to keep coming in a very fast way," Mr. Callahan said. "The most important thing is to listen to what your customers are saying. Know what's going on and stay ahead."

Mr. Callahan also mentioned the importance of acting quickly and having a dedicated and hard-working Web team. Those who are passionate about their work will get to know their sector very well, helping a publication appeal to its advertisers.

He urged circulation experts to work with the openness of the Internet to grow an audience base. Linking your publication's Web site to a rival's may help your competitor but it also benefits you. Anything that drives traffic and gets readers involved will boost audience development.

"You want this back-and-forth with the competition," Mr. Callahan said. "The Internet is a different deal completely on that front. You all as an industry can survive this revolution and you can thrive in it."

This is a 40 Under 40 Profile. Click here to see all profiles as well as previous year's winners.

Loading links....

Next Article in Media/Circulation

Sign up to our newsletters

Company of the Week

SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.

Featured Listings