Speaking exclusively to Media Week after his presentation at this year's Audit Bureau of Circulations (ABC) Interaction event, Altman said: "There is no-one that knows for certain what is going to work tomorrow. The good publishers, media owners and agencies are those that are trying things."
Asked what role media agencies could play in helping publishers to monetise digital platforms, he said media owners must be prepared to take a risk and accept that not everything will work.
He said: "The successful publishers and the successful media owners are prepared to understand the audience and take a chance."
Altman's presentation at the event centred around partnerships and creating new content for clients. He said increasingly every brief calls for a bespoke solution and what works today may not necessarily work at a later date.
Watch the full interview with Alex Altman, chief executive at Initiative below.
Tomorrow, Jerry Wright, CEO of the ABC, talks about keeping the bureau relevant and adapting for a new online audience.