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Cygnus empowers publishers to lead

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Thomas Gensch joined Cygnus Business Media in January in the new position of chief growth officer. With more than 20 years of sales and marketing experience with technology and Internet companies, Gensch is responsible for strategic marketing and identifying new revenue-generating growth platforms. Before joining Cygnus, Gensch was VP-worldwide sales for Knovel Corp., a technical information service.

MB: What does it mean to be chief growth officer?

Thomas Gensch: My focus is finding new platforms and growth areas, and generating new products. My position requires a lot of ingenuity, a willingness to look at unconventional ideas and an embracing of new technologies so that we can take advantage of them.

MB: How does that effect sales and marketing?

Gensch: We have been building an internal communications program for our publishers. We've re-emphasized their leadership in running their own businesses, given them opportunities to get together and trade ideas, and installed best-practice disciplines. We're helping them to take advantage of all the programs Cygnus offers corporatewide.

MB: What has been one effect of this?

Gensch: This strategy has allowed us to really speed up our time to market. Let me give you an example. At 9:30 on a Monday morning, we had a conversation with the publishers about creating programs that would drive revenue and growth in a specific area. At 12:30, we had a program done and out to the entire publishing group. And, then, the program really worked.

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