The Future of Affinity Express: Business and Function Leaders Weigh In
What is the opportunity that you think we have in the marketplace (e.g., new clients, new segments, new products and services, etc.)?
FD: For 2011, it looks like we will have incremental growth with existing segments and I don't think we have ever had as much visibility to the year ahead as we do now. That is amazing! The market is also on the cusp of being ready for us to grow digital services. We are getting consistent feedback on needs in this area from our clients and partners.
SG: I think we have the opportunity to expand our newspaper print ad production services, as well as our interactive segment. We'll be able to create new capabilities and products flowing out of these functions.
MM: The technology in the industry is changing so rapidly that I see lots of room for job enhancement and new production engagements. I'm particularly interested in automation for pre-media to offer our clients new levels of service.
DK: For any marketer, marketing services provider, and even small- to medium-sized business that engages in advertising and marketing activities, we can help make things run faster—across print, internet, mobile and broadcast/video but everyone is concerned with increasing ROI. The press has focused on technology, targeting, and some innovative techniques, and all of these things deserve attention. However, with Affinity Express, response rates, conversion rates and lifetime customer value can remain the same. But because we provide a 30% or greater improvement in margins, clients realize a significant increase in ROI. We absolutely deserve to be a champion in the ROI discussion.
Where do you think we will be, as a team, at the end of 2011?
McT: At the end of 2011, I think we will have achieved the highest percentage of revenue growth in the history of Affinity Express. We will have achieved our financial EBITDA goals, having expanded our leadership to include a broad spectrum of interactive services, order entry, editorial pagination and pre-media services.