Without added value, it's a waste of time and money

David Gilbertson, chief executive of Informa, a major presenter of consumer and trade shows, told delegates at the British Magazines and Business Media 2007 conference recently that traditional publishers "talk a good act" when it comes to integrated publishing strategies but don't always deliver.

He said that online culture had exposed and changed behaviour enormously. Respected infomation providers could capitalise, because contrary to popular misconception users "don't browse, their needs recur." He continued: "Peoples' expections have changed as well. They are more demanding, with information updated at the click of a button. They are also intolerant about anything that gets in their way."

He urged delegates to think through their internet strategy, criticising those who focused on "award winning websites" without actually thinking about whether it actually added value. "If it doens't add value, you are just wasting time and money. The question should be, what is the shortest journey to profitability?"

Gilbertson said that organisations in the sector needed to think more integrated, in order to thrive. He said: "It's amazing how incurious the media sector is. The relationship between editorial, advertising, commercial and marketing is difficult. The challenge is to manage a different range of skills. Finding people with cross sector discipline is important."