MB: Electronic Design is up in ad pages this year and has significantly increased its share of market. To what do you attribute your success?
Baumann: The key is listening to what the market wants and what readers want, such as sponsored editorial opportunities. The idea for our "Basics of Design" series came out of focus groups we held two years ago when readers told us they couldn't find certain information in the marketplace. Our intention was to do an eight-page "Basics of Design" foldout as often as we could find a sponsor and, happily, we ended up with one in each of our 28 issues. We're working on other sponsored projects now.
MB: How has your ad sales team adjusted to the changing times?
Baumann: We're evaluating our new products and successes based on ROO: return on objective. From an advertising perspective, ROI is very hard to prove, so we've changed the model to talk about ROO. When you take a look at the marketer's objective and truly understand it, then you can help them fulfill it by offering the right solution.