Ask the Right Questions: CEO of Global PR Firm on Why Publishers Must Open Their Minds to Attract New Customers

Sometimes the key to discovering new business opportunities is asking the right questions. Mike Fernandez, the U.S. CEO of the global public relations firm Burson-Marsteller, says publishers need to ask new questions in order to understand the changing media landscape. “The questions that the industry needs to ask itself is not only, ‘Do we know where our primary audience is?’ but also, ‘Where is it going?’” says Fernandez.

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