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Creating more custom content

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UBM Canon in late July named Kieran Hannon VP-marketing. Hannon, who previously oversaw sales, marketing, content and distribution for Sidebar Inc., is responsible for strategic marketing, business development, audience development and engagement, and marketing communications. UBM Canon covers the advanced manufacturing sector. Media Business: What are your top sales and marketing priorities? Kieran Hannon: Essentially, to take the great assets of UBM Canon and make sure they're focused in one strategic direction. My goal is to realign resources around a centralized marketing function to ensure the “voice of the customer” is core to all of our programs. I plan to do this globally, creating a strong foundation that supports growth internally as well as on behalf of our advertisers and readers. MB: How will you leverage your portfolio to enhance online revenue? Hannon: Our properties are available online; and we want to drive that in a more personalized, customized manner and allow the readers to determine the type of content that they would like to receive and how they want to receive it. ...It's a 360-degree view of their needs. Integration is an important step and step two, as it relates to increasing revenue, is providing our client partners, the advertisers, the ability to determine when and how they want their messages to be delivered. Creating communities is going to be an important part as well.
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