Digiday Questionnaire: JetBlue’s Jonathan Stephen

The famous Proust Questionnaire comes from a popular 19th-century parlor game in which guests were asked to answer a series of questions to reveal the respondent’s true nature. Digiday is updating the Proust Questionnaire for the digital media industry. If you or someone you know would like to answer the Digiday Questionnaire, contact me at the email address below.

Our latest subject is Jonathan Stephen, senior producer of mobile products at JetBlue Airways.

The Digiday Questionnaire: Jonathan Stephen

1. What about working in the digital media industry makes you happy?
I love that the industry is moving rapidly, thereby presenting the challenge for organizations to keep up with the latest trends. It keeps me on my toes, and I know that my job will constantly evolve 12, 24, and 36 months from now.

2. What about working in the digital media industry makes you miserable?
It pains me to see some other brands poorly execute their digital strategies. I feel that there needs to be more education for brands and agencies to understand the technology and take complete ownership of the execution. I am very adamant that vendors should not be the ones defining strategy for an organization. The thought leadership should come from within the brand.

3. What is the worst fault you see in your area of the industry?
Hands down, QR codes being improperly used is one of the worst faults I see. Consumers need to be educated on how to use the QR code, and brands should incentivize the user for scanning the code. This isn’t a case of, if you build it, they will scan. There needs to be more engagement, and many retailers have dropped the ball in this area.

4. What positive changes do you hope to see in the industry?
I see our industry growing, creating more jobs, and defining new career paths. It’s an exciting time to be a part of this industry and I hope that this continues on into the future.

5. What is the quality you most admire in digital media CEOs?
I would admire their ability to connect with a team and have a good understanding of the organization’s strengths and weaknesses.

6. What tech company do you wish you started?
I would be crazy not to say Facebook.

7. Silicon Valley or Madison Ave.?
MAD MEN! All the way!

8. Track or Do Not Track?
Track, politely!

9. App or mobile site?
That’s a trick question, and great one at that! I feel they both play their own specific part in an overall mobile strategy. They should complement each other, not compete.

10. If you could only use one of these for these rest of your life: Facebook, Twitter, Tumblr, Instagram, Spotify, which one?
I would keep Spotify. I love music! Not having any of the others would encourage me to call my friends, meet up and hang out in person rather than send them a note. Don’t get me wrong, I love social media sites, but there’s nothing like that personal connection you can have with your friends and family. That’s what creates those lifelong memories. And with music, those memories have soundtracks.



More in Media

Publisher strategies: Condé Nast, Forbes, The Atlantic, The Guardian and The Independent on key revenue trends

Digiday recently spoke with executives at Condé Nast, Forbes, The Atlantic, The Guardian and The Independent about their current revenue strategies for our two-part series on how publishers are optimizing revenue streams. In this second installment, we highlight their thoughts on affiliate commerce, diversification of revenue streams and global business expansion.

How sending fewer emails and content previews improved The New Yorker’s newsletter engagement

The New Yorker is sending newsletters less frequently and giving paid subscribers early access to content in their inboxes in an effort to retain its cohort of 1.2 million paid subscribers and grow its audience beyond that.

The Rundown: How Amazon is wooing publishers to bolster its $50 billion ad business

Enhancements to Amazon Publisher Cloud and debut of Signal IQ represent the triopolist’s latest adland overture.