The Web is an ever-changing animal. Keeping that in mind, the most successful online marketing executives must think in the future tense: coming up with inventive, original ideas to help publishers stay ahead of the game. Jeff Yamaguchi, associate director of online marketing for Random House Inc. division The Doubleday Publishing Group, is one such innovator, and he fills us in on a little secret—that the future tense is not enough. In June, Yamaguchi launched Doubleday’s newly revamped Web site, which uses a WordPress platform to simulate the look and usability of a blog while maintaining Doubleday’s integrity and standards as a
Carolyn Huckabay
Travel planning has never been easier. If you want to pack your bags and go somewhere—be it thousands of miles or only a few hours away—a simple Google search will bring you information from hundreds to thousands of sources. So how do travel publishers stay ahead of the Google game—and at the top of its results pages? Lauren Palmer, executive director of online strategy and business development for Fodor’s Travel—the largest worldwide publisher of English-language travel books and guides—is responsible for overseeing the company’s online property Fodors.com, including advertising and affiliate relationships, and digital licensing. And she knows a thing or two about
