Ziff puts the 'I' in manager

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Name: Mitchell York Title: VP-publishing director, Interactive Week Company: Ziff Davis Media Inc., New York
When Mitchell York recently took over as VP-publishing director of Interactive Week, senior staff members sat him down to explain who exactly makes up the magazine's core audience.

The explanation took about 15 seconds, which is, well, 10 seconds too long for most media buyers, particularly in the current climate. "It just wasn't clear enough or fast enough," York said.

So to build on the brand, York recently launched the "I-Manager" column, a regular feature the publication hopes will serve as an unambiguous definition of Interactive Week's audience: corporate executives responsible for all of a company's online purchases. To underscore the value of the I-manager, York launched an ad campaign this month with ads running in several Ziff Davis Media Inc. sister publications.

York said he has no immediate plans to boost Interactive Week's 300,000 circulation, but points out that circulation has grown by 50,000 each of the last four years.

Prior to joining Ziff, York worked for three pure-play Internet companies, following a 17-year run at Ziff rival CMP Media L.L.C.

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