Media Business: How will Cygnus' new structure (announced in July) help your sales and marketing efforts?
Cosby: The biggest benefit is the focus on the customer that our new architecture creates and is weaving into every one of our businesses. We want to be first in audience engagement, support it with extensive marketing efforts—from audience development to research to product support—and, from that, be able to best meet the communications and data needs of suppliers to the industry.
MB: What are the online challenges in marketing to the industrial audiences in your portfolio, such as Supply & Demand Chain Executive?
Cosby: People assume industrial audiences do not connect online or participate in digital products and services. In fact, Supply & Demand Chain Executive has a very vibrant webinar and white paper series. It is a technical business, as are most manufacturing businesses these days. The greatest benefit to these businesses becomes the availability of digital assets such as podcasts and webinars; the content has a long shelf life, and people continue to download information from these educational programs for several weeks and even months following a posting.