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Claeys Bahrenburg, vice-chairman and chairman of the executive committee

Petersen Publishing Co.

Tenure: 1 year

78 titles

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,

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