How to Think Like the World’s Greatest New Media Moguls: Marcia Layton Turner

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Noted journalist Dale Buss explores the winning business strategies behind today’s most exciting, outrageous and successful new media projects and personalities. From TheStreet.com’s James Cramer to Michael Robertson of MP3.com, from Craig Kanarick and Jeff Dachis of Razorfish to the editors of The Onion, Slate, Salon, and Suck, Buss provides the inside scoop on how these moguls think about their businesses, how they have influenced, inspired, and scared the heck out of the old media, and how they plan to continue to dominate the business landscape. Features eye-opening anecdotes and memorable quotes from the new media mogulsProvides ideas to help readers apply cutting edge strategies to their own businesses

From the Back Cover
The men and women who blazed the trail for new media achieved greatness in their field when there were no rules or business models to draw upon. They tapped into that skill again during the dot-com fever of the 1990s­­creating new ways of doing business using the power of the Internet and vaulting to the top of their profession. Some are still at the top of their game today, while others are starting over following the dot-com fallout of the late 90s.

What if you could step into the private circle of these Internet leaders? What if these moguls granted you complete access to their thoughts, revealing how they made their indelible mark as they broke new ground and found million-dollar online success? Imagine how you could use that knowledge to build your own Internet game plan . . . develop your own unique approach to business opportunities . . . and create winning strategies that could put you among these exalted ranks.

How to Think Like the World’s Greatest New Media Moguls gives you a direct link to the remarkably innovative minds of these legendary new media leaders­­offering an in-depth look at the challenges, risks, and difficult decisions they bravely faced in order to transform their businesses and stay alive in the new economy. Written by Marcia Layton Turner, a business consultant and one of the earliest users of online technology, [ed.: insert a descriptive sentence about author? There is no bio info], this page-turner unravels tales of optimism, conflict, and ultimate triumph as the best of the best impart their personal secrets of doing business.

From Steven Case of America Online to Michael Robertson of MP3, from Halsey Minor of CNET to Pierre Omidyar and Meg Whitman of eBay, you’ll connect instantly with the minds of these visionary gurus. You’ll discover how they found money to stay afloat during critical growth phases; how they opened doors by building high profiles and establishing ties with other leaders; and, most important, how you can use their experiences to develop your own business models and tactics to apply in a new market or industry.

All you must know about their groundbreaking paths to success is here­­from aggressive branding and controversy to the need for convergence and the technological advantages of the Internet that made their new enterprises possible. A few of the tried-and-true lessons you’ll learn from these new media masters:

• Realize that easier is better. Steven Case adopted this motto for AOL’s operating strategy, making complex technology simple to use and simultaneously achieving tremendous subscriber growth.
• See mistakes as opportunities. The very proactive Geraldine Laybourne of Oxygen Media is “truly in heaven” when a mistake is made. She knows her team will learn from it and identify what can be done better­­now.
• Choose a name strong enough to be a brand. A company named ComputerLiteracy.com didn’t make a splash in the dot-com clutter until it was reborn as Fatbrain, thanks to Chris Mac Askill’s vision to stretch beyond their niche and tap into other markets.

Featuring anecdotes, inspiring quotes, and revolutionary business approaches you can manipulate to make your own visions a reality, How to Think Like the World’s Greatest New Media Moguls presents all managers with the building blocks needed to analyze these successes and stand out in the online community.

Tap into the ingenious minds of the world’s foremost new media leaders­­and develop groundbreaking strategies for your own lucrative online ventures!

Steven Case. Jeff Taylor. Matt Drudge. Just a few names from a select group of savvy gurus who found new ways of doing business and applied the capabilities of the Internet to achieve leadership. Now, you can get the nitty-gritty details of these incredible triumphs straight from the new media moguls themselves­­as you trace their steps to online success and draw from their experiences to bring innovation and opportunity to your company.

• Pierre Omidyar and Meg Whitman of eBay demonstrate how “down-home” marketing can get people talking about your business­­and the more they talk, the more they’ll be drawn to your site.
• Dig in your heels and go for broke with your venture­­and increase your chances of success. CNET’s Halsey Minor tells you why.
• Gene DeRose of Jupiter Communications unveils how hiring employees without heavy Internet experience can sometimes be a blessing.
• And more from Chris MacAskill, Michael Robertson, Geraldine Laybourne, and Jeffrey Dachis and Craig Kanarick.

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