{"id":41117,"date":"2013-08-30T09:29:10","date_gmt":"2013-08-30T08:29:10","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=41117"},"modified":"2013-08-30T09:29:10","modified_gmt":"2013-08-30T09:29:10","slug":"media-spotlight-incisive-media","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/media-spotlight-incisive-media\/","title":{"rendered":"Media Spotlight: Incisive Media"},"content":{"rendered":"

John Barnes<\/a> is the MD for digital and tech at <\/span><\/b>Incisive Media<\/b><\/a>. A global B2B publisher, Incisive specialises in the financial, legal, technological and digital industries. John spoke to Cision about online events, digital innovations and wanting X-Ray vision.<\/b><\/span><\/p>\n

\"JohnHow do the tech and digital divisions work together?<\/span>
<\/b>The technology division is servicing the IT industry and the banking technology industry and as such they\u2019re very early adopters of a lot of the things we\u2019re doing in digital like iPad editions, mobile versions and lead generation services. The tech division is a publishing unit and I use that as my laboratory, or greenhouse, for the rest of Incisive.<\/p>\n

How does the \u2018greenhouse\u2019 process work?<\/span>
<\/b>We encourage lots of experimentation in the company, particularly in the tech division. If we see a rival doing something, or if we see an opportunity for a client because a rival isn\u2019t doing something, we\u2019d like to try it out. Some of those things won\u2019t pan out in the way we thought they would.<\/p>\n

For example, you could have 11 projects on the go, five of which will never succeed, five of which will do okay and one of which will be extraordinary. Of course, you don\u2019t know which one will be extraordinary when you\u2019ve got them all running, so we\u2019re quite happy to start projects, set objectives for them and if they don\u2019t meet those objectives quickly, we\u2019ll kill them off. If they do meet the objectives, we\u2019ll set more and see if they keep going.<\/p>\n

How true is the concept of swapping digital dimes for print dollars at Incisive?<\/span>
<\/b>I wouldn\u2019t say it was true for Incisive Media in the same way it is for a consumer company or a large newspaper organisation. Our market is slightly different because we\u2019re a high-end B2B. If you take something like Risk<\/a> magazine, the subscription is \u00a31,000 a year. So it\u2019s not like a \u00a319.99 subscription to a weekly or a monthly. The app store Risk<\/a> costs \u00a3700 for six months; it\u2019s one of the most expensive apps. So it doesn\u2019t follow that it\u2019s dimes not dollars at Incisive. The other thing we do a lot of is online events, web seminars, all-day online exhibitions, which are very high revenue.<\/p>\n

How does an online exhibition work?<\/b><\/span>
Online exhibitions are a whole series of webinars, joined together around different themes, with a keynote. Each webinar has a chat room so the audience can discuss topics with the presenter at the end. There\u2019s also a virtual exhibition hall where attendees can pick up collateral and have sales calls with representatives from different companies.<\/p>\n

The whole thing is built in and around the concept of generating high-value leads, that\u2019s why the commercial partners want to engage with us. Increasingly, for certain markets like tech, it\u2019s probably a better solution than actually trudging up to the Birmingham NEC, because it\u2019s quite a big deal going there.<\/p>\n

What\u2019s the future focus for Incisive?<\/b><\/span>
The key thing we\u2019re focusing on right now is devices proliferating. It\u2019s a great opportunity and a great worry to most publishers because how do you cater for all these different devices, and screen sizes? The way we\u2019re looking at it is during the course of the day, our users are interacting with our services on a number of different devices for a number of different reasons.<\/p>\n

For example, a lot of the actions they\u2019re taking around email are at the beginning or the end of the day on their mobiles, so the websites we\u2019re sending them to have to be optimised for a small screen. People are increasingly using a second screen; they may be using a desktop to attend a web seminar and, while they\u2019re doing that, they might be looking at a whitepaper on a tablet. We want to make sure if someone is interacting with our product, we don\u2019t have to worry if they\u2019re on their phone, tablet or desktop.<\/p>\n

<\/strong><\/a>Take Five<\/b><\/span><\/strong><\/span><\/p>\n

<\/b>What\u2019s your favourite publication outside of Incisive Media\u2019s portfolio?<\/b><\/span>\u00a0
NME<\/a>.<\/span><\/p>\n

Who is the best Doctor Who?<\/strong><\/span>
John Pertwee.<\/span><\/p>\n

Do you have any surprising hobbies or interests?<\/b><\/span>
Pen and ink drawing, tapestry and baking.<\/span><\/p>\n

<\/b>What would your super power be?<\/b><\/span>\u00a0
X-Ray vision.<\/span><\/p>\n

Who would play you in a film?<\/b>\u00a0<\/span>
John Cusack.<\/span><\/p>\n<\/div>\n

Editorial information on Incisive Media, its publications and thousands of other media contacts and outlets, can be found in the CisionPoint<\/span><\/a>\u00a0Media Database<\/span><\/a>.<\/strong><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

John Barnes is the MD for digital and tech at Incisive Media. A global B2B publisher, Incisive specialises in the financial, legal, technological and digital industries. John spoke to Cision about online events, digital innovations …<\/p>\n","protected":false},"author":322,"featured_media":41123,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[248,7272,82,3584,5741],"tags":[4403,4976,4977,4978,491],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/41117"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/322"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=41117"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/41117\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=41117"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=41117"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=41117"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}