United Business Media
Paul Miller is CEO of TechInsights, United Business Media's media, professional services and marketing services business serving the electronics industry with such brands as EETimes, TechOnline and TechInsights Events.
Media Business: TechInsights Direct enables tech marketers to search for, analyze, buy and manage their media transactions online. What's your thinking?
Miller: TechInsights Direct is a work-flow product for media buying. It's a way for us to say, “Yes, we know your job is tough today,” so we want to make it extremely easy, efficient and affordable for you to get in, buy, get out and move on to other things.
MB: Why would you want buyers to bypass your salespeople?
Miller: TechInsights Direct is an additional option for marketers that want to use it. It deepens our current customer relationships because it allows customers to find unique, affordable and customizable marketing solutions in their own time. It also expands our outreach to small- and medium-size technology businesses.
MB: How does it work?
Miller: This is a branded portal powered by Balihoo, which has developed completely automated advertising productivity tools. It gives marketers a real-time view of inventory across our brands and media types, including print and online ads, newsletters, webcasts and technical papers. With Quick Start, marketers can find prepackaged bundles of advertising inventory designed to meet specific objectives, such as a new product launch or generating leads. We also have the Online Advisor, a wizard that recommends specific online vehicles designed to meet particular objectives—and it's completely customized.