The journal, which will be available in print and online on a subscription basis, aims to educate users of interactive marketing, according to PBB Vice President of Marketing Scott Rabinowitz.
“This journal is designed to answer a lot of the questions I would normally hire someone else to answer,” Rabinowitz told XBIZ. “Hopefully people will read it and learn so that they won’t be intimidated by the marketing industry because they don’t speak the language.”
While the goal of the periodical is to educate both adult and mainstream users of interactive marketing, Rabinowitz was quick to point out that the philosophy at PBB doesn’t allow for arrogance.
“This is a read for anyone who takes traffic seriously,” Rabinowitz said. “Every single person has a lot to learn about this, including us. The second you think you know everything, you really shouldn’t be doing this.”
The knowledge that PBB will impart to its readers comes from two distinct areas: data and experience. On the one hand, PBB has gone to time and expense to mine data by spidering the Internet, creating statistics from a mix of sources, some proprietary others publicly available.
But while the basis of the journal will be statistics, it is not meant to be an overly technical read.
Enter the diverse group that makes up the editorial staff for the experience component of the journal.
“It’s a cause and effect analysis,” Rabinowitz said. “We start with the data, but supplement that information, put it in context and allow users to draw from our wealth of practical experience.”
Some of the experience that subscribers will be able draw on includes Tom Hymes of the Free Speech Coalition, Brandon Shalton CEO of Cydata Services, Marc Stein, Joseph Devlin III, Jack Mardack and Jim Lillig.
“Our journal humbly offers ‘truth-in-data,’ and a few ideas for its good use in the hopes of improving the web for commerce,” Mardack said.
According to Rabinowitz, each issue will tackle subjects that major marketing and advertising companies were quite comfortable to hide from their customers.
The journal is scheduled to run on a monthly basis.
