MB: What ad sales strategies are most effective for your group?
Tirschwell: More and more clients need specific reasons to advertise with us, so we have to match advertising opportunities with clients' specific sales and marketing objectives. That means creating more special reports in our magazines on subjects such as China logistics, supply chain security, newly emerging markets and logistics technology; focusing on special advertising sections to give clients an opportunity to convey their messages in their own words; and expanding ad sales in conference programs that have focused subject matter and desirable demographics.
MB: How have you been able to grow your conference business?
Tirschwell : We have expanded our conference division by focusing on specific niches, such as Trans-Pacific ocean container logistics and the U.S. domestic shipping business, then creating programs that provide valuable information to the buyer segment within the overall attendee pool. In our case those buyers are shippers—the importing and exporting companies that purchase freight transportation services from ocean and air carriers—and logistics companies.