- FJP: Hearst Magazines recently hired Troy Young as its President of Digital Media. Below is a segment from an Ad Age Q&A with him on audience engagement. The full interview is here: http://goo.gl/pmhk7
- Ad Age: You mentioned that part of your job is changing the way Hearst builds relationships with consumers online. In that case, what does your hiring mean for readers?
- Troy Young: We'll be very analytical about what they're reacting to and what's engaging them. Like everyone else in the industry, we'll be looking for new measurements of engagement that go beyond uniques and pageviews. If you're looking for a measurement of relationship quality, a unique and a pageview doesn't describe that quality of the reader. That will be a big focus: recalibrating what success means.
- Ad Age: What do you think this new measure of success looks like?
- Troy Young: It's going to be a constant measure: return visits, time on page, interactions, social interactions, commenting, sharing. I believe that the signals that readers are participating in the content are hugely important. The model of "I write, you read" is evolving to write, read, inspire, connect.