Risky Business
To succeed in multimedia publishing, leading executives say you must not only be willing to try new things, but more importantly, be willing to fail.
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For Jensen, innovation of late has come through in-house production of podcasts and videos. One advantage of these and other multimedia initiatives, he says, is that the upfront costs are relatively small. At the NAP, starting a podcast simply meant acquiring a mixing board and microphone, and assigning the marketing manager to run it.
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James Sturdivant
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