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Business Week CEO addresses UD students
11:24 a.m., Dec. 4, 2006--William P. Kupper, president and chief executive officer of Business Week, one of the world's leading business magazines, lectured Friday, Dec. 1, to approximately 150 UD business students about the changing media landscape, the challenges of working in a global economy and future career opportunities for college graduates. “A media transformation is taking place,” Kupper, who was appointed to his current position at Business Week in March 2000, said. “A recent poll showed that four million people subscribe to Time magazine, 25 million watch American Idol and 100 million stream videos on YouTube. Those numbers indicate that a lot of changes are happening out there.” A veteran in the field of publishing, Kupper discussed some of the most significant management changes he has witnessed during his 24-year career with Time, Inc.'s Publishing Venture Group. He emphasized the necessity of listening to customers and spotting market trends. “In the 1990s, Business Week was magazine-focused,” Kupper said. “Today, Business Week is dedicated to being centered around the customer. We still think we've got the best content, but now we have to be able to give our customers what they want when they want it, how they want it and where they want it.” To illustrate this point, Kupper enumerated all the ways Business Week is now delivered to readers, including the Internet, custom publishing and specialized market niches, such as the Business Week Global Edition. “Now the magazine is shared in many ways through a multimedia marketing strategy, and this was driven by feedback from customers,” Kupper said. Kupper, who began his tenure with the McGraw-Hill Companies (the publisher of Business Week) in 1995 when he assumed the role of senior vice president, also made points about the importance of personal integrity and maintaining passion for one's chosen career. “As you plan your own career, you've got to follow your passion,” Kupper, who is the father of UD senior Tyler Kupper, a sport management major, said. “If you have an interest in something, follow it and you'll be successful.” Kupper shared his insights on the job market in the near future, citing the projected mass exodus from the workforce of Baby Boomers beginning in 2010. “Job prospects for college graduates and recent college graduates are looking really good,” he said, “and entry-level hiring is expected to surge by 17 percent in 2007.” Kupper added that business majors would be in particularly high demand, especially in the fields of finance and technology “and anything to do with Chinese.” Tyler Kupper, who attended the lecture, said that his father's advice--especially his advice about being true to a passion--has helped him carve his own career and academic paths. After entering UD as a business major, he switched to sport management because of his love for golf, and hasn't looked back since. “My dad instilled in me two phrases,” the Weston, Conn., native and UD golf team member said. “'Follow your passion' and 'hire the best.' For me, that 'passion' has always meant sports, particularly golf. And that 'hiring the best' has always applied to teamwork, because when you surround yourself with a great team, great things can happen.” Article by Becca Hutchinson |
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