In September, legal publisher ALM named Jeff Litvack to the newly created position of senior VP-digital media. Prior to joining ALM, Litvack was COO-general manager of iCircular, a mobile advertising platform that's part of the Associated Press. He spoke with Media Business about what's in store for ALM's online assets.
Media Business: What are your initial plans to boost ALM's digital marketing?
Jeff Litvack: One of the key focuses for us in 2013 will be to address the shift in behaviors related to the way that lawyers are accessing information. That primarily means mobile. We're looking at how we can leverage mobile both from a smartphone and a tablet perspective to be able to provide not only breaking news and information but also have utility functionality, which will be tools that can help lawyers be more efficient throughout their day.
MB: What's your strategy to enhance mobile marketing?
Litvack: Our mobile models are both ad-supported (and) subscription-based. One of the key things that we're looking at is how do we take the content that we have available across various brands and bring (it) together so that a lawyer who's looking to get detailed information about bankruptcy, say, in a particular state and about intellectual property can do so in one digital newsletter, or one site or in one app.