Society site lays groundwork

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Gary Rubin heads the Society for Human Resource Management's $30 million publications and new media division, which includes HR and Staffing Management, SHRMOnline, book publishing operations and the group's for- profit subsidiary, SHRM Inc.

MB: What's the major initiative for 2007?

Rubin: We'll have a lot of stuff happening in magazine and book publishing, but our investment in online multimedia is a big thing. We have allocated hundreds of thousands to a special venture fund so that we can lay the groundwork for our future without sacrificing today. Our goal is to take advan-tage of the new and cost-effective technologies available today to vastly improve our … Web site and to position SHRM for a time ... when online video will become a substantial revenue stream.

MB: What are your plans?

Rubin: We added the new full-time position of multimedia producer, and we have given him a healthy freelance budget to pay for professional talent to shoot, record and edit video and audio. And we have purchased audio and video gear so that our staff can learn to work with it without the pressure of having to produce audio-video content tomorrow.

MB: Will you make money this year?

Rubin: We expect our return on investment in 2007 to come in three ways: developing a library of multimedia content, developing competence in these additional media among our staff and establishing an infrastructure, which includes everything from production to metrics.

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