MEDIA CAREERS: Moss makes leap from print to Internet

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