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Custom Content Conference: Shifting from circ to reach

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Charleston, S.C.—Social media specialist Steve Ennen delivered this no-nonsense assessment to custom publishers Thursday: “Your competition has never been more fierce—until tomorrow.”

Ennen, president and chief intelligence officer at Social Strategy1, made the remark during a presentation at the Custom Content Council's Custom Content Conference here. In order to succeed, he said, publishers must focus on reach rather than circulation. They also should “stop thinking about people as readers—they're users,” he said.

Ennen, a former executive with American Business Media, said publishers need to move from a mindset of “pushing” content to one of listening to their audience. “Listening gives you more financial opportunity than pushing,” he said.

In an earlier presentation Thursday, David Gwozdz, CEO of ad network Mojiva Inc. and a co-founder of DoubleClick, discussed the vast opportunity unleashed by the mobile revolution. “This will make the Internet revolution seem like child's play,” he said.

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