Petersen Publishing Co.
Tenure: 1 year
On most significant change at Petersen: "Going from a privately held company where profit maximization and instilling entrepreneurial values were not the priority to a public company where they are. We've also been building programs for expanded advertiser satisfactions."
On Petersen's biggest challenge: "Communicating to the advertising community the power of our special interest brands and what they represent in the aggregate to national advertisers."
On the MPA's role: "Selling the effectiveness of magazines against other media."
On Petersen's management style: "We are very partnership-oriented; the four senior people operate as partners. Out of 600 employees, 90 are owners today in the company. We made a lot of people proprietors. That's what creates companies that are very dynamic and entrepreneurial.
On emphasis on profitability: "Any kind of shareholders, whether private or public, are looking for significant returns. . .That emphasis has made us, like many other industries, healthier. People work harder today and we are more competitive against other media."
On vision: "To be the best and largest special interest publisher on the planet,