¶ … INNOVATION Q1. WHAT IS YOUR DEFINATION OF INNOVATION? ANSWER IN ONE LINE. Q2.WHY DO YOU THINK INNOVATION IS IMPORTANT, ANSWER IN ONE LINE Q3HOW WOULD YOU EVALUATE EXPERIMENT PROCESS OF KNIGHT RIDERS? A.
Knight Riders
What is your definition of innovation?
Innovation is seeing something with new eyes; finding the unexpected in the expected, and changing in an intelligent fashion with the needs of the environment.
Q2.Why is innovation important?
Without innovation, growth is impossible and products and ideas will grow outdated -- change is constant in life and without change a brand will quickly 'die.'
How would you evaluate the experimental process of Knight Riders?
Knight Riders' experimental process could best be characterized as one of trial and error. The initial experimental process was unsuccessful. No data was kept on email users, customization was not emphasized, and the unique attributes of the medium were not fully realized. Separating the online part of the business from the conventional news organization proved to be important. This brought in new people without conventional newspaper backgrounds who understood better how to use advertising online and the need for 'real time' updates. Post-2001 recession consolidation created a leaner operation. Thus, ultimately Knight Riders' experience can best be characterized as (b) -- initially inappropriate but successful.
Q4.Would you have accepted the job?
Yes, I would have accepted the offer -- Knight Riders was at a very exciting juncture of its history, given that after its initial faltering starts it was just beginning to create a way to be profitable through advertising, tailor its content through analyzing website metrics, and partnering with local news sources to create unique online content.
Q5. Would you allow the publisher to link a PDF replica? Yes or No?
No.
Q6. Rationale?
A PDF replica does not fully deploy the unique assets of online media. This is an example of 'old school' print newspaper thinking.
Q7. Rationale for investing or not investing in database registration?
Investing in database registration, although expensive, is the best way to maximize advertising revenue and enhance customer satisfaction through segmentation.
Q8. Two most important priorities
1. Making online advertising profitable through careful targeting of specific demographics.
2. Creating online content that fully deploys the Internet to its maximum capabilities.
Q9. Status of print media in 25 years?
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