Success on digital platforms relies on risk-taking, says Initiative's Altman

ABC Interaction 2012: Media agencies are equipped to advise and navigate media owners through an evolving digital landscape says Alex Altman, chief executive, Initiative, who added that media owners should be braced for some failure.

Alex Altman: chief executive, Initiative
Alex Altman: chief executive, Initiative

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.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Six Nations 2016: Why it's never been easier to target rugby fans

Six Nations 2016: Why it's never been easier to target rugby fans

The success of the 2015 Rugby World Cup and the Six Nations coming to terrestrial commercial TV means it has never been a better time to target rugby fans, argues RadiumOne's Rupert Staines.

Share
UK Super Bowl fans on social media: Paddy Power and FA are most followed brands

UK Super Bowl fans on social media: Paddy Power and FA are most followed brands

Over half a million Twitter users in the UK now follow American football-related accounts. Starcount, the social media data analytics company, discovered what people, brands and other sports rank high among their interests.

Share
Campaign Viral Chart: Heinz Super Bowl ad in top spot

Campaign Viral Chart: Heinz Super Bowl ad in top spot

The Heinz ad featuring dogs dressed in hot dog costumes was the most-shared ad this week in a chart full of Super Bowl ads ahead of the big game on Sunday.

Share

Get news by email