MB: In your view, how has the Internet changed b-to-b publishing?
Evans: Media companies now have to operate on terms dictated by our audiences. We are no longer in control. We can't afford to see the people we formerly called readers as passive receivers of information. We are co-creators, along with them. That audience now decides what information they want to receive and how and when they want to receive it. They want to have an equal voice.
MB: So, what will happen to the profession of journalism?
Evans: I think the media business is on the verge of a tremendous rebirth. Look at all the ways our reporters can now communicate—videocasts, podcasts, blogs and video blogs, wikis. The best journalists will be able to relate to the audience in new ways; they'll get out there and listen.
MB: What does this shift mean for b-to-b advertisers?
Evans: We're not in the magazine business; we're in the marketing solutions business. We have to create the highest level of value in all our efforts—in print, online, in video, in conferences and events. It's not about integration for integration's sake. It's about delivering more value, whether that's a news alert sent to a BlackBerry or a podcast that helps someone maintain a relationship after a live event.