Vesna Moore always knew she wanted to work in publishing. Two weeks after she began her career as a receptionist at a small publishing house, she was asked if she would take on the newly available role of circulation manager. She accepted, which set the course of her career and eventually led her to Annex Business Media, Canada’s largest B2B publisher, where she oversees audience development and CASL compliance across more than 50 brands.
In our latest Media Mavens interview, Moore reflects on the value of knowing your audience, why personalized content is the future of media and how agility fuels innovation.
What has surprised you during your career?
Working in B2B, people often assume it’s easy to “give your magazines away.” In reality, sourcing, segmenting and personalizing for the right audience takes precision and creativity. Convincing busy professionals to share their information isn’t simple. Our audience data truly is our currency and is what powers our ability to deliver relevant content and meaningful connections.
Is there an initiative you were part of that helped your company innovate?
A few years ago, we launched Lead Driver+, a digital marketing voyage program that has become a successful initiative. It integrates campaigns across our owned and operated properties with omnichannel and social marketing, combining multiple touchpoints and lead scoring to deliver measurable results. The program was an audience department initiative born from what we had available within our Omeda audience platform — proving that innovation often starts by fully leveraging the tools and data already at your fingertips.
What word describes your company?
Agile. At Annex Business Media, one of our six core values is Being Agile. Even as Canada’s largest B2B publisher with over 50 brands, we pride ourselves on moving quickly with ideas and programs, identifying emerging opportunities and adapting to the evolving needs of our audiences and advertisers.
How has AAM supported your organization?
Many of our brands rely on the credibility and transparency that AAM audits provide, particularly in competitive markets where authenticity matters most. Audited data also supports our ability to qualify for federal subsidies for Canadian content, so the value of that partnership is both reputational and tangible.
What excites you about your role?
The variety. No two days are alike. One of my favorite aspects is forward-path thinking — looking ahead to what’s next whether it’s new audience developments, data-driven projects or exploring how AI can enhance personalization and performance across our brands.
If you could give someone starting out in your field one piece of advice, what would it be?
Believe in yourself and seek out the wisdom of others. There’s always something to learn from your peers, mentors and even your competitors.
Where do you see the industry in 10 years?
I believe personalization — both in data and in content — will define the next decade. Readers and advertisers alike expect tailored experiences that connect buyers and sellers more precisely. To stay relevant, media brands must deeply understand audience behavior, preferences and engagement patterns, and deliver content that feels individually relevant every time.
What are your favorite pursuits outside of your career?
I’m a hobby artist who paints in both acrylics and oils. Since my work world revolves around data, reports and analytics, I love letting the right side of my brain run free from time to time. Creativity keeps me balanced — and a little bit messy — in the best way.