2008 - Roundtable Session 3
Welcome to the third in a series titled ‘The Business of Digital Media.’ The series, in concert with Scribe Media and the Wharton Interactive Media Initiative, The Wharton School, University of Pennsylvania, features provocative and informative discussions with top media executives about myriad changes in media markets wrought by the Web.
The series explores the dramatic shift in media budgets from traditional media channels to digital-media properties, the economic models of interactive businesses along with the value drivers which continue to deliver robust acquisition values for business owners.
In this third installment of the series, we tackle how user-generated content is changing the way media companies and advertising agencies do business. John Koten, CEO and Editor in Chief of Mansueto Ventures, which publishes Inc. and Fast Company magazines, is a big believer in social publishing, but adds the caveat that serving up online communities can’t be a “free for all.” Koten and Jonathan Shapiro, CEO of digital ad agency MediaWhiz, provide some much-needed advice on how media companies and ad agencies can successfully channel the blogsophere as a sales vehicle. Also on the agenda: how media companies need to a better job of distinguishing their print content from their Web site(s) and the crucial role print plays in a digital age.
Steve Ennen, managing director of the Wharton Interactive Media Initiative, The Wharton School, University of Pennsylvania, and Matthew Schwartz, Senior Editor of ScribeMedia.org, help to steer the discussion.
We invite you to view the video and then contact Contact By Email Jeff Reinhardt, the senior investment banker in our Digital Information Group, to discuss how this information can inform your strategic thinking.