min magazine 2008 Most Intriguing: Matthew Petersen
Friday, November 7, 2008

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Matthew Petersen
Senior Vice President, Meredith Integrated Marketing

Since taking over at Meredith Integrated Marketing in 2006, Matthew Petersen has redefined a custom-publishing division into a multi-tiered media provider that has grown from 35 to more than 130 clients.

“We realized that to stay competitive we had to diversify our business,” says the former publisher of Midwest Living magazine. “The evolution of delivery channels to the consumer and the need of our clients to break through the clutter with measurable results drives our strategy.”

Petersen says the challenging state of the economy inspired his team to seek out innovative strategies to develop custom services for cost-conscious clients. “Many clients are experiencing softness or increasing costs, forcing them to pull back on expenditures,” he explains. “So we have made big investments in people, technologies and agencies that help our clients build and grow their customer relationships most effectively.”

Petersen’s department has doubled in size to 500 employees, many of whom work with specialty agencies to meet clients’ cross-platform marketing needs. “For example,” says Petersen, “Directive specializes in data analytics, database hosting and direct marketing strategies while O’Grady Meyers and Genex are full-service interactive experts.” The strategy paid off—MIM has grown 46 percent under his watch.

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