Tagg Henderson – Co-CEO, BNP Media
We asked Taggart Henderson what areas he is concentrating his creative leadership energy on for maximum results and revenue.
The entire interview is below.
Here are some of the points Tagg made:
• A consistency across all of our brands’ platforms now allows us to leverage strategies and technology advances throughout the entire company.
• I’m interested in technology products, services and measurement tools that can help us create interactive content that results in audience engagement across any medium that
• We have created a company attitude that doesn’t fear change, that tries new ideas aggressively, that fails fast (and then succeeds), that designs and delivers engaging and interactive content, and that is confident in the fact that we are an important part of the industries we serve.
• As “digital” as
the industry has become, there are still products in spaces that Google can’t dominate – or even replicate.
brands and 500 employees. As CEO, where are you spending your creative leadership energy to guide the company through the many opportunities and challenges of the industry today?
building out technology. This is now helping us to gain a better understanding of what our audiences are doing with our content and what they are doing elsewhere as well. I am spending quite a bit of my time with tech products that help media companies design and deliver interactive content, and analyze audience engagement. In fact, I’m in my car right now, on the way to the airport to fly to a tech event. I probably wouldn’t have attended an event like this a few years
ago, but it makes more sense today.
fast when an idea does fail. The business is becoming so much more complex. Just look at the mix of new tech and service providers sponsoring MediaGrowth Summit last month. Conferences used to have sponsors who were printers, fulfillment companies and maybe a paper manufacturer. Our industry is in an interesting stage. It’s both exciting and mind-boggling. But we are getting better and better at understanding our audiences. And technology providers
are getting better and better at helping us do it. Everyone is improving. It’s overwhelming, but still really exciting.
they needed to start thinking about writing shorter articles for shorter attention spans. People didn’t have time to read long articles. Now, it’s like USA Today on steroids. We figure content providers have about five seconds to get their audiences’ attention and hold their interest so they will spend time with the content. I was looking at a New York Times digital edition this morning. There was an article about the city of Detroit. It was
one paragraph and a picture. I scrolled down and there was another paragraph and another picture. It was engaging, interesting, and I read it. But the format was completely new and very well-designed for the medium I was using.
print version online – doesn’t work anymore. But new digital products are working for us at BNP. We are working more like an ad agency to consult with the marketer and create customized, engaging content like our Interactive Product Spotlight. Users can click and scroll to move around in an interactive, graphically pleasing format.
our audiences are using, we are also getting better at sending particular content to the portions of our audience that want it the most. B2B media companies should always be looking for the next way to identify the right audience and engage them with the right content.
effective; 200 people for one or two days with educational tracks and possibly exhibits. Award luncheons can also be effective. We look for spaces that are not being served by current trade shows and have been very successful at launching trade shows in the right space. As “digital” as our industry has become, people still want to get together. And Google can’t replicate that.
other about what is working and not working for each other.
Thank you, Tagg!