‚ÄúThe name of this panel should not be ‚ÄėIT: Making Technology Work for You‚Äô but ‚ÄėMaking Technology Work for Your Customers,‚Äô said Dyberg, who joined McGraw-Hill last year.
He said the crucial difference between producing magazines and e-newsletters is that customers ‚Äúnever see‚ÄĚ the technology in print products. Not so with online. ‚ÄúWith the online world, you‚Äôre putting technology into the hands of your customers. That‚Äôs why [b-to-b media companies] have to increase the drivers of technology.‚ÄĚ
Dyberg added that too many business publishers are ‚Äúreactive‚ÄĚ in dealing with technology.
‚ÄúThe relationship between technology and business has to change, and the lines need to blur,‚ÄĚ he said. ‚ÄúYou 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 it‚Äôs like to put out technology to customers and react to feedback.‚ÄĚ
Rose Southard, IT director at Putman Media, said that for those companies that haven‚Äôt already done so, it is incumbent upon them to ramp up spending on IT. ‚ÄúThe role of IT is changing. We‚Äôre not all sitting in the backroom cranking out code,‚ÄĚ she said. ‚ÄúWe‚Äôve earned our way to the executive table and are helping make decisions.‚ÄĚ