James Spanfeller goes "On the Record...Online" with Eric Schwartzman to talk about the future of advertising in the age of the Internet.
JAMES SPANFELLER serves as President & Chief Executive Officer of Forbes.com, a leading media Internet company, and as Executive Vice President of Electronic Publishing for Forbes, publisher of Forbes, the nation's leading business magazine.
05:00 - Spanfeller describes his role at Forbes.com and his history in print magazines and online media.
06:10 - Spanfeller answers the question, "Is print advertising worth more than online advertising?"
07:17 - Spanfeller elaborates on the ways advertisers can use new media to reach a highly targeted audience.
08:30 - The advantages of tracking and measuring new media over mainstream media.
08:52 - How online advertising is becoming integrated into traditional marketing campaigns and public relations campaigns.
10:30 - Spanfeller shares his opinion on the future of the thirty-second spot.
11:42 - The launch of the Forbes.com Video Network.
14:37 - Spanfeller explains how the internet gives users control of the media they access.
15:08 - Forbes.com's partnership with Facebook.
16:25 - Spanfeller's advice to corporations seeking to manage their online reputations.
20:10 - The creation of the Forbes' Corporate Organizational Chart Wiki.
23:30 - Spanfeller's best advice for marketing and PR professionals looking to integrate new media into their corporate communications, marketing communications and public relations campaigns.
25.13 - End.
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