Identify, follow industry trends

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In February Fawn Lopez was named publisher of Modern Healthcare, Crain Communications' weekly publication for 72,000 healthcare executives, and Modern Physician, targeted to 22,000 physician executives/clinicians. She previously served as the publications' associate publisher and as advertising director for Crain's Chicago Business, following 13 years at the Kansas City Business Journal.

MB: What ad sales strategies are paying off for your publications?

Lopez: One of the reasons we began 2005 in such a strong position is the result of our integrated marketing effort, in which we identify trends in the marketplace, increase our editorial coverage of those trends and build [the relevant] circulation. When you cover trends and support them [with readership], it's easier for sales to build the case to advertisers and effectively secure revenue.

MB: How have you adapted to advertisers' changing needs?

Lopez: Most advertisers are no longer satisfied with just a print schedule today. Everyone wants opportunities where they can experience immediate impact, so we have to become more creative in devising solutions to meet customers' needs and expectations. We have developed a host of complementary products, including Internet advertising, events, custom publishing, advertising-supplement sponsorships and webinars. We've also worked hard to enhance our value proposition. This strategy enables Modern Healthcare to gain more visibility ... [and positions it] as a resource as we offer valuable information to the vendors serving the industry.

-Christine Bunish

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