The company's network advertising and print advertising business

Absrtact: Laura Lang, CEO of Times Company CEO Lauralang, is pushing a plan to unify the company's online advertising and print advertising business. Lauralang, who was CEO of time company last year, is tasked with boosting the company's recovery. She plans to be in the Times

CEO Laura Lang of Times Company

Time Company CEO Laura Lang is pushing a plan to unify the company's online advertising and print advertising business.

Laura Lang, who was CEO of time company last year, is tasked with boosting the company's recovery. She plans to unify sales ads in all 21 magazines, including online and print editions, to help advertisers cover 127 million of audiences. The plan is different from the previous strategy of the time company. The company has previously advised advertisers to launch different marketing campaigns for different brands, such as the print edition of People or Time magazine.

Time is currently the worst performing company in Time Warner Group. Due to the decline in advertising demand, advertisers to network advertising transfer, time companies are facing income dilemma. In the first half of the year, advertising revenues for times fell 6% to $855 million, while magazine subscriptions fell 7% to 581 million dollars year-on-year.

"We need to follow readers, sometimes in print, sometimes in digital editions," says Laura Lang, 56. I always hear this when I meet advertisers: ' I like your printing products, but please also provide me with other channels. ’”

Sources said the company's plans to raise advertising revenues had been met with resistance because printing staff were unwilling to resell high-value advertising contracts to other sales teams. On the other hand, many of the magazine's Web sites were run by AOL, which was split from Time Warner in 2009.

Laura Lang said that many sales managers used to be good at traditional media and did not have much experience in digital advertising sales. But the situation is changing, and time companies are offering training. Laura Lang himself was the leader of Digitas, a digital advertising company owned by Yang Shi Group. In the area of Internet advertising, she will need to challenge Google and Yahoo. Google and Yahoo are not using different advertising strategies for different websites, and time companies are planning to do the same.

Laura Lang pointed out that, after the new plan implementation, the time company can like the competitor to publish the advertisement to cover the audience, but also has the best content. She thinks few companies can do these two points at the same time.

According to the new plan, the content editors of time Company magazine will be combined with advertising sales more closely. For example, consumer goods companies focusing on beauty and health will be able to intercept the content of the InStyle magazine and publish it in Facebook's dynamic summary, as well as posting related pages to Twitter followers.