Gloria Cosby, Brand Director, Cygnus

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Gloria Cosby believes that the key to appealing to advertisers is by providing good, quality content in all of a brand's products. That's what she focused on last year when she headed Cygnus Business Media's project to update and enhance all of the Web sites for the company's 68 magazines--a total of 28 Web sites (52, including portals). The goal was for the publisher of each magazine to take ownership of their own book's Web site. Further, print sales staff members are now selling integrated programs. Thanks to these efforts, many of the sites have doubled and tripled their interactive sales.

"2008 is not going to be an easy year in print publishing," says Cosby, commenting on the current tough economic conditions and shifting marketplace. She advises working "in a consultative fashion with your advertisers" and customizing with clients. Cosby got her start in b2b media in the late '80s at Advanstar, where she started in sales. A mere 18 months into her job she was asked to be publisher of Automatic Merchandiser--at the tender age of 26. She had to become an expert in the vending industry almost immediately. She notes that in b2b media, women have to work harder and be more professional, but if you have abilities, drive and commitment, the publishing industry is a fairly level playing field. In her current position as brand director at Cygnus, which she has held since July 2007 when the company reorganized, Cosby has faced tough hurdles but has managed to flourish.

She lives in Delafield, Wis.--outside of Milwaukee--with her husband, Michael, and their four dogs. They have a daughter, Angela, and enjoy entertaining at their lakeside home in the summer. Cosby is also a fisherperson, enjoys waterskiing, wakeboarding, home improvement projects and reading Discover and National Geographic.

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