Bobit's Drummey focuses on growth

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Cyndy Drummey
Cyndy Drummey

Company: Bobit Business Media
Location: Torrance, Calif.
VP-group publisher
Company: Penton Media
Big move: Takes expanded role to oversee two magazine groups.
Five-year plan: Grow online platform for Beauty Group and expand print opportunities in Protection Group


As a new VP and group publisher for Bobit Business Media, Cyndy Drummey wears two very different hats every day—titles under her direction include Nails and VietSalon in the Beauty Group and Campus Safety, Security Sales & Integration and Police in the Protection Group.

Yet Drummey says there are more similarities between the two groups—one targeted to police officers and campus safety professionals, the other to nail technicians—than simply compiling budgets and attending planning meetings. In some cases, the characteristics of the audiences are similar because they are both groups of professionals who serve individuals, a fact she discovered in her previous position as group publisher of Nails and Police.

For a decade, Nails has published an annual career handbook for new industry entrants. Drummey thought a similar publication might resonate well with police recruits and rookies. Police Recruit was so well received by the market that this year Bobit plans to publish two police career guides.

Now Drummey, who joined Bobit almost 18 years ago as an associate editor at Nails, plans to get publishers of the various books sharing resources in other ways and growing their online initiatives. “A lot of editors are facing the issue of who sets the mission of the sites,” she said. “You can't just look at it as a digital version of your magazine. I'm trying to help them straddle it and understand the things that are available. I'm just really big at just go figure it out for yourself.”

Drummey said Nails is ripe for online expansion. The site already includes reader blogs, microsites offering technical instruction and thousands of pictures of reader-posted nail art.

This summer, the site will launch Nails TV, offering technical videos and video blogs. Drummey said she expects on-demand and advertising-supported online video and online training to be a key growth area because of the mom-and-pop nature of the industry.

Given the frequent headlines regarding school security issues, Drummey is equally excited about growth opportunities at Campus Safety. The title, now published six times a year, has the potential to become a monthly, and this year will publish several special supplements. Its name also works in its favor because it comes up during online searches of the subject matter.

Despite her focus on the big picture, Drummey said she's still got a lot of editor in her.

“There's a real advantage to having an editor turn publisher,” she said. “They tend to really know their business and can provide a real help to marketers. The kind of questions they ask and their natural curiosity are the kinds of questions you want a good salesperson to ask.

“I think the editors overall appreciate that I'm an advocate for them, and I know how to write a story and I understand when they're running late.”

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