MEDIA CAREERS: Moss makes leap from print to Internet

Mr Stephen Moss, one of the most prominent figures in the traditional media business, has made the jump to an Internet company. He has been named CEO of DoubleClick Asia, part of the US-based DoubleClick Network, which represents more than 650 branded publishers worldwide. Mr Moss was most recently Business Week's Asia vice-president and managing director and prior to that, he was MD of Seavex, a regional satellite and print repping firm. However, he said his move didn't mean that he believed traditional media was on its way out. "It's an extension of traditional media," he said. As an analogy, he spoke of selling satellite television when he was at Seavex in 1992, a time when there was much confusion about this medium. "Advertisers asked, 'how does it get into people's homes?' and 'how can I harness it to get my message across to my target audience?'," he told MEDIA. "It all came down to educating advertisers and the proper development of the medium, which together created the robust industry we see today." However, Mr Moss said that the potential with the Internet was greater because of the medium's interactive power and its growing potential to be accountable to advertisers through ad tracking software. DoubleClick Inc was set up in the US in 1995 and DoubleClick Asia - a joint venture between DoubleClick Inc and Asiacontent.com - was established in the region last October to tap into opportunities in Greater China and Southeast Asia. Offices have been launched in Hong Kong, Singapore and Taiwan, with more on the way before the end of the year. DoubleClick Asia-Pacific media VP Scott Knoll said Mr Moss' experience in traditional media would put him in good stead in his new role to educate the region's advertisers about the power of the Internet. "He is a well respected media person in Asia, but there is still uncertainty among some advertisers about what the Internet can do for them," said Mr Knoll. "(Steve's) understanding of old and new media will allow him to bridge that gap."

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