Cover Story: Direct Marketer of the Year: Pegg Nadler
Measurement and ROI are now paramount to marketers, no matter what channel they use, instead of following nebulous metrics like Web site page views and clicks, she says. "It means that we're not talking nonsense anymore. We're truly talking sense and dollars." And advancing technology will only make that more important, she predicts. Direct mail will survive and be more relevant, mobile marketing will grow exponentially, and e-mail marketing will be more targeted—but not before consumers receive a lot more spam. Web sites will load instantly, and online video will load faster and be more fun.
Moving from the future of direct marketing to its specific future, as married to publishing, Nadler's excited tone doesn't change much.
"This is the most amazing time to be in what we like to say is publishing media, because it is changing dramatically," she says. "We're not talking about evolution anymore; this is revolution. And no one knows which species is going to make it in this catastrophic collision. Will the industry collapse? I don't think so. I think that what we're going to be left with will be a publishing medium that is so dynamic and so important that it's going to go be that much better."
So after accomplishing what she set out to do at Hachette—when database operations are running smoothly—what will the next decade bring for adventure-seeking Nadler? With a full-throated laugh, she answers: "I wish I could tell you. I wish I could tell you that.