©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
What do advertisers want? We’ve been asking that question for the past six years at the annual min Day Digital Summit, and in recent years as part of our monthly Webinar series. The format has always been very simple and direct: have media buyers, brand marketers and agency executives speak candidly about what is and is not working about their relationships with major media brands online. We started posing this question in such stark terms oh so many years ago because many magazines faced a similar problem in selling their digital properties, scale and visibility in relation to some of the sexy Web startups that glommed both traffic and press.