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Get online, business publishers told

Published on .

Burt Manning, president-CEO of J. Walter Thompson Co., urged members of the American Business Press to get into new media, but warned that they must take advantage of the online medium's interactivity if they hope to succeed. The keynote speaker at ABP's annual meeting at the Turnberry Isle Resort & Club in Aventura, Fla., Mr. Manning said, "The fastest-growing use of online today is for communication, not for gathering information." In many ways, he said, trade publishers are in a better position to make the transition to online, because "trade magazines are the prime example of targeted delivery of specialized information." The JWT chief cited industry statistics that pegged online ad expenditures last year at $476.8 million, but he insisted that online is "absolutely an advertising medium ... It is a small stream but has enormous potential."

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