Paul Miller re-engineered the media strategy of United Business Media's electronics vertical during the recession, helping it emerge from the downturn primed for growth.
“Almost every aspect of the product lineup has been overhauled or restructured in the past couple of years,” said Miller, CEO of the recently renamed UBM Electronics group.
The company invested in Web development and analytics teams, creating its own content management system and crafting an online strategy for eetimes.com that marries editorial and audience-generated content. The new approach transformed what had been a magazine-first brand into an online-focused one that provides news, active message boards, events and educational opportunities.
“The net results are three-figure [percentage] increases in profitability, traffic gains, the launch of paid-content initiatives and more than 4,000 comments a month on a website where, just a month before, we had no comments,” Miller said.
New digital product introductions saw success, and the company plans to roll out EE Times Confidential, a subscription-based site, later this year. “It's the beginning of a broad paid-content strategy,” Miller said.
A $10 digital special issue devoted to the earthquake in Japan showcased the nimble organization Miller has built. Produced in five days, with proceeds earmarked for charity, it gained the support of advertisers and became the most successful digital edition the group has released. “All of this [change] has led to a fast-paced, innovative environment,” Miller said.
The events portfolio has also grown on Miller's watch through acquisitions, launches and the development of virtual offerings.