Debbie Walsh, an audience development manager at UBM Business Media, has been dealing with digital distribution since her first magazine job in the '80s at Micro 80, a magazine for TRS-80 users. She produced and managed a paid subscription-based product that involved loading all the programming code from the magazine each month onto a cassette tape and mailing it to subscribers.
Media Business: What are your big issues?
Debbie Walsh: Growing paid membership and increasing renewal rates while increasing prices, as well as increasing lead-gen for the corporate database. Bundling memberships with event registrations and making that fulfillment process work efficiently across different systems, launching new products and services, media barters, working with editorial to integrate SEO best practices and helping members understand how to use the new website, just to name a few.
MB: What is the biggest issue across the industry right now?
Walsh: Driving site traffic and optimizing conversions. We need to know when a site visitor is ready to go from “just looking” to “ready to buy” so we can present the best offer at the best time for that specific visitor. Now that would be just brilliant.