DAN LAGANI: On the most basic level, what I found attractive about Glam was the simplicity and the power of the platform. If you look at the moment in history we’re at in media right now, Glam is a place where you can connect consumers and brands at targeted scale – and that’s a pretty compelling proposition. Regardless of what comes next in terms of technological developments, being able to achieve targeted scale will remain the most powerful option in media.
How do you see the differences in addressing digital ad sales vs. print?
The lines between traditional and digital media continue to blur. The real question is how do you win in a world where inventory is essentially unlimited? That’s the biggest challenge and opportunity. I define the time we’re in right now as a tech-fueled return to basics. The winners of this moment in media will be the ones who can best answer the question that has always been at the heart of major media: Who is our audience and how are they different from what other brands have?
Print brands have been pressured for many years, from a secular migration in what is engaging readers’ interests – and advertising dollars have reflected that migration. The successful print brands have had to battle for those diminishing dollars for a long time, whereas for most pure-play digital brands, the focus the past few years has generally been on building out the pipeline as demand came through.
What’s the role for programmatic and direct sales at Glam?
Just as there is a role for platforms from desktop to mobile to tablets, it comes down to thinking of the right solution for the right consumer at exactly the right moment. I don’t think programmatic and direct cannibalize each other.
Trying to determine what the right mix between programmatic and direct, and how to blend the two, is a natural focus for the CRO. Over the next few weeks, I’ll be thinking about making sure we’re structured correctly, what additional resources we have. We do have a strong programmatic business, but my first priority is to continue to grow the premium, direct business.
How do you see shaping your role of CRO? Is it more than being the head salesperson?
Every senior executive needs to be a salesperson. Some are selling advertising, while others are figuring out how to engage consumers. But everybody needs to have a sales mindset. As CRO, I’ll have an active sales role. But the difference with this role is not being focused solely on the present. So much change has happened in such a short period of time, and the job of the CRO, particularly in the case of a company like Glam, is to determine the appropriate ways to grow the company further down the line.