SM: Are you getting the visibility at the right level of executive sponsorship at these large media companies? RF: I can tell you there are a lot of very senior folks at Washington Post that I have personally met. Beyond just them, deciding to build a network is a very important decision for a brand. It can be downright scary because if you decide to build an ad network, you are vouching for the quality of that content when you go to your advertisers. Beth Comstock is the President of NBC digital. These are very high level decisions to be made. A vertical network is a great way to build your business, but it can hurt it too.
SM: When I look at Washington Post I am surprised, because it seems that they are not putting enough weight behind their network. I understand exactly how significant the decision is, I just don’t see the same level of significance in their communications. RF: Honestly I can’t speak intelligently about how much they have put behind it. I know that it is a big decision for them to put a new product to the sales force. One of the things we have with all of our clients is how quickly they launch and how they deal with it internally.
With Washington Post, while we have received a lot of very senior level support, but YOU, as a publisher, have a different perspective. Forgetting the interview for a minute, it is very nice to hear these different kinds of perspectives.