Dishing Content on Multiple Platforms
The staff of Zagat Survey LLC consisted of just Tim and Nina Zagat when the pair first set off in 1979 to compile restaurant reviews contributed by their friends to help create the first of their popular restaurant guides. The book series since has become virtually synonymous with dining, and the staff consists of 110 full-time employees, plus local editors in more than 70 cities around the globe. Tim Zagat, the CEO of Zagat Survey, faces the same challenges that other publishers do as his company prepares to face the opportunities and challenges that digital content delivery creates.
What are the biggest challenges you face?
Tim Zagat: In our case, the challenge is in providing our survey data to the masses on all available platforms. We’re doing a great job at it, but technology moves quick.
What have been the challenges you’ve faced in helping to guide your brand into the digital world with all of the changes the industry is undergoing?
Zagat: The digital world changes everyday. Fortunately, our staff is able to look at not just what our readers want now, but what we anticipate they will want in a year or more from now. Getting those bells and whistles online at the same time a trend hits, is what is challenging.
As for branding, we are very fortunate to have had great success before the dawn of the digital age. We have an advantage over bloggers and the like because, while they are competing and trying to differentiate themselves from the huge pool of fellow bloggers, the Zagat brand has a history and loyal following that predates the digital age.
How long ago did you make the decision to begin providing content on multiple platforms, and what was the first step in making that happen?