Knight Riders' experimental process and digital innovation strategy

¶ … 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Without innovation, growth is impossible and products and ideas will grow outdated -- change is constant in life and without change a brand will quickly 'die.'

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?

Print media will gradually fade away with the exception of a few niche works which digital materials cannot fully showcase, such as graphic novels. Most people who continue to get newspapers and magazines delivered door-to-door of whom I am aware of are older and are unused to reading material digitally. Because my generation is so comfortable reading from a screen -- and also because of environmental concerns about waste -- digital materials will come to dominate. After all, what is easier -- lugging a backpack full of books around, or downloading an entire semester's worth of reading material on a Kindle with a touch of a button? The status will be (b) -- print will still be in existence, but only for collectors and people interested in the history of print (like academics).