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Print launch fuels new market

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Mike Emich is a co-founder and CEO of WTWH Media, whose flagship title is Design World. The b-to-b media company recently introduced Wind Power Engineering, which targets design engineers, design installers and maintenance executives. Its business model includes events and online components in addition to print. The magazine will print twice in 2009 and six times in 2010. MB: Why launch a print product in the current climate? Emich: Our VPs of engineering [in wind power] still realize there's a need for branding, which you do in print, especially in a new market like wind power engineering. There's a still a need for print, but within an integrated approach that provides ROI. MB: How will the print product work with events and the Web? Emich: At the end of each feature article there's an opportunity for engineers to go online to our engineering exchange, where they can discuss the pros and cons of articles. The online discussions feed into our e-newsletter, and the final component is an annual face-to-face conference in September in partnership with Canon Communications. MB: What role has social media played in rolling out Wind Power Engineering? Emich: Prior to the first issue [in September] we've leveraged Facebook, LinkedIn and Twitter accounts, and the engineering exchange on our Web site. The social media sites are providing updates to events and what's happening in the marketplace so, when the print product hits the street, our readers are up to speed. M
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