BtoB Media Business - June 2009 - (Page 20)

People On the Move ‘New York Times’ creates social media editor position The New York Timesofficially named Jennifer Preston as its first social media editor, according to various media reports. The social media editor will be “someone who concentrates full-time on expanding the use of social media networks and publishing platforms to improve New York Timesjournalism and deliver it to readers,” according to a New York Timesinternal memo posted on the Nieman Journalism Lab Web site. Preston, who was most recently the editor of The New York Times’folded regional sections, started in her new position with a tweet on Twitter reading, “Hi, I’m the NYT’snew social media editor. More details later. How should @nytimes be using Twitter?” PROFILE Krim sets new course for Financial site to reach out to consumer audiences PEOPLE K Cheng leaves Google to run Bloomberg multimedia group Ien Cheng, director-product management at Google, is leaving the company to run the multimedia arm of Bloomberg, according to a report in a Wall Street Journal blog. “In his new role as chief of staff for Bloomberg’s multimedia group, Mr. Cheng will oversee the financial data provider’s television, radio, Web and mobile properties, he wrote in an e-mail to friends and associates,” the Journal blog said. Cheng had previously been the publisher and managing editor of the Financial Times’ Web site. Bobit Business Media taps Onstad as publisher Bobit Business Media announced that Peggy K. Onstad has been named publisher of Security Sales & Integration and Campus Safety. Onstad was most recently at Advanstar Communications, where she was general manager-group publisher. In her new role, she will also oversee the annual Campus Safety Conference. designs we’re thinking about.” evin Krim is preparing to change the While he had not yet pinned down the face of site’s target audience, he said he expects the The former Yahoo executive has tak- potential marketplace to be larger than the en the helm of the Web division as Bloomberg market for the terminal business that is the continues to develop the company’s bread and butter. company’s reach beyond a Kevin Krim “We serve about 300,000 core audience of professionprofessionals with our termiCompany: Bloomberg als who rely on its tradenal business,” he said. “We Location: New marked terminals for news, believe there are tens of milYork raw data and other resources. lions around the globe who Title: Global He will oversee a relaunch are very interested in finanhead of of the site that will play a cencial news and information tral role in the push to further Big move: Former Yahoo but are not actively profesaugment the company’s pro- executive prepares sional in that business and so fessional products and ser- for a would therefore never have vices with content tailored consumer makeover. reason to use the Bloomberg for consumers, he said. He Core responsibilities: Krim professional services.” will oversee research, develdeclined to discuss a time line opment and delivery of online Tapping new audiences for the relaunch. products as the site goes after will require not only new “The overall strategy here new audiences. Web content and products at Bloomberg is to leverage but also increased reach and the potential that we have in assets developed efficiency. The company, which already operprimarily for the Bloomberg terminal busi- ates a Web site in Japan, will look at broadenness,” Krim said. “We view this as an oppor- ing its online presence in global markets, he tunity to go after new audiences.” said. He declined to specify any prospects. The site will draw on content produced by “We’ve installed some more modern the company’s news division and will be inte- hardware to begin with,” he said. “We’re grated with other Bloomberg products, in- looking at utilizing content delivery cluding television and mobile applications, he networks to get our content closer to audisaid. Content will be targeted to a consumer ences around the world. And then we’re audience, but will be of interest to profession- streamlining the code on the site so it runs as als as well. efficiently as possible.” Specific site features have not been finalThe goal is to boost online traffic and inized, said Krim, who was the general manager crease Web-generated revenue, strengthenof the social networking and blogging site ing the site’s contributions to the Bloomberg before becoming VP-prod- brand. The company has not chosen the revuct and strategy for Yahoo HotJobs and Yahoo enue model for the site and is approaching Small Business. the task with an open mind and an eye on “We see the Web site as the key hub of a models other media companies are developlot of the consumer activities,” Krim said. ing, he said. His primary tasks since joining the currently draws 5 million ny in April have been to define target audi- unique viewers and 500 million monthly ences and identify the types of Web products page views, according to data compiled by that would fit the interests of those audiences. Nielsen//NetRatings. Krim expects that to “I inherited some quantitative market re- change. search, and we’re doing more,” he said. “We’ll “We have ambitious plans to grow [the also be doing some qualitative research. We’ll Web business] significantly,” he said. “The be talking to prototypical users, and then we’ll possibilities are pretty wide open, but we have get into designs and do user tests of various to choose what we think will do well.” BY CHARLOTTE WOOLARD 20 | Media Business | June 2009 |

Table of Contents for the Digital Edition of BtoB Media Business - June 2009

BtoB Media Business - June 2009
Publishers Reassess Google AdSense Programs
Amid Cutbacks, Media Firms Are Still Investing
Open-source CMS Advantages Outweigh Problems
Sales & Marketing
The End of B-to-B Media As We Know It?

BtoB Media Business - June 2009