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Research to guide Advanstar strategy

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In September 2006, Patricia Joseph joined Advanstar as VP-chief marketing officer. She is the company's first CMO. Joseph had her own consulting practice from 2001 to 2006. Previously, she was president of the Home Planners division of Hanley-Wood. Earlier, Joseph was president of Musicnotes.com, a digital sheet music business, and senior VP-sales and marketing for a division of the Washington Post Co.

MB: Why did you undertake a study of the media con-sumption of Advanstar's audiences?

Patricia Joseph: While we look at general surveys that paint with a broad brush, our purpose in doing this companywide research was to get specific to the markets we serve. We wanted to look more deeply into the changing information requirements of our audiences/ For example, we looked at the time spent on online media. In some professions, people were spending as much as half of their work-related media consumption time online. On the other end of the spectrum, some markets spend only one-quarter of their time online at this point. There is a wide variation.

MB: What are you doing with the results?

Joseph: It allows us to have a more fact-based approach to planning—to make strategic decisions on how we allocate resources and focus our attention for the long term. This research will guide the continuous innovation and evolution of the Advanstar portfolio and shed light on the most efficient and effective ways to communicate with our audiences and customers.

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