Johnathan Kantor

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

Do whitepapers still work in today's marketing environment, or are they outdated now that content marketing has become more sophisticated? On the one hand, we see a lot of them at Target Marketing, and distribute many as part of our own content. On the other, I have to wonder if our Web-focused content world—which puts emphasis on small text like blogs and very visual media wth YouTube, Pinterest and all the infographics and memes that get shared—is this really still the place for whitepepers?

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