âThe name of this panel should not be âIT: Making Technology Work for Youâ but âMaking Technology Work for Your Customers,â said Dyberg, who joined McGraw-Hill last year.
He said the crucial difference between producing magazines and e-newsletters is that customers ânever seeâ the technology in print products. Not so with online. âWith the online world, youâre putting technology into the hands of your customers. Thatâs why [b-to-b media companies] have to increase the drivers of technology.â
Dyberg added that too many business publishers are âreactiveâ in dealing with technology.
âThe relationship between technology and business has to change, and the lines need to blur,â he said. âYou need a technology team that behaves as owners of the business, and [as] owners who know about technology, know about the user experience and understand what itâs like to put out technology to customers and react to feedback.â
Rose Southard, IT director at Putman Media, said that for those companies that havenât already done so, it is incumbent upon them to ramp up spending on IT. âThe role of IT is changing. Weâre not all sitting in the backroom cranking out code,â she said. âWeâve earned our way to the executive table and are helping make decisions.â