Electronic Retailer - April 2011 - (Page 34)

Staying Ahead Curve Inter/Media Group President and CEO Robert Yallen on keeping up with a shifting media landscape and building a sound retail strategy BY VITISIA PAYNICH PHOTOS BY BRIAN DAVIS of the To some in this business, media fragmentation is the elephant in the room no one wants to confront, but that everyone desperately hopes will somehow fade away. And while they may view it as an albatross to direct response marketing, others, like industry veteran Robert Yallen, remain focused on the bigger picture. “We see opportunities by the fragmentation because traditional media platforms are having a very difficult time since their audiences have gone down and some advertisers understand more and more that the media is overpriced and they’re using alternatives,” he says. In fact, Yallen, president and CEO of Inter/ Media Group of Companies® in Encino, Calif., believes “integration and interactivity of all media is one.” That means engaging innovative technology and media platforms to make the overall marketing campaign sustainable and more profitable. It’s that drive for staying ahead of the curve that has garnered Inter/Media such top-level clients as Neutrogena, TravelZoo, Fly. com and Biotab Nutraceuticals. 34 electronicRETAILER | April 2011

Table of Contents for the Digital Edition of Electronic Retailer - April 2011

Electronic Retailer - April 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
ERA Government Affairs Fly-In Preview
The Electronic HomeShopping Preview
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story: Staying Ahead of the Curve
Guest Viewpoint
Why is it Tougher to Make DRTV Pay?
Legal
Advertising
Payment Processing
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - April 2011

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