Wiley Merges Old and New
But, at the same time, when you’re a 200-year-old company, you don’t forget what works. So we’ve tried to use new media to enhance our traditional marketing efforts so that you’re really looking at a multimedia, multidimensional campaign.
How are you leveraging new online strategies like video and audio?
Dunn: We lucked out quite early and found some really nice outside partners who enabled us to explore a lot with video. You can’t go on any Web site these days without seeing some video. And what we’ve found is that if we wanted to ask another site to place a banner ad for us, chances are we’d have to pay for that. But if we say, “Hey, we have this video of one of our authors talking about entrepreneurialism. It’s two minutes long. Give it a look,” they’ll usually post that for free, because they see it as a value-ad. … And if you can keep someone’s attention online for 30 seconds or more, then you’ve made a lot more progress than by hoping you get one of those fleeting [online ad] impressions we’re all still not sure how to measure.
Matt Steinmetz is the publisher and brand director of Publishing Executive.