'I'm Not Trying to Ignore Digital, I'm counting on it': Big Ideas Behind the Relaunch of EGMJune 26, 2009 By Thorin McGee
But what we're doing is something more than just a magazine. Between the print and digital content, and the way we're integrating both, we're going to give consumers, retailers and advertisers new ways to communicate with each other. We're also creating new streams of revenue for our company to help mitigate the risk to the traditional publishing models.
INBOX: Do opportunities exist now that you didn't have when you last helmed EGM?
HARRIS: Absolutely! As I said earlier, there was no appetite to simply relaunch a print publication, even one I felt as close to as EGM. ... I would say that the new opportunities have less to do with the differences in the technology available than the maturing of those delivery platforms. You couldn't hope to do things like video streaming when 99 percent of your audience was on dial-up.
INBOX: What kinds of changes are you exploring?
HARRIS: First and foremost, we're planning to incorporate digital content within the magazine. This includes professionally-produced video, audio and other types of content. We're also going to make this content fully transportable. ... There's now a heightened consumer interest in the transportability of information and using applications to do things like read content on an iPhone. We benefit not only from the technology but from the consumer's willingness to use it. The new Electronic Gaming Monthly will let you take your magazine and its content from print to computer to wireless devices -- even to your television -- as well as enable subscribers and single-copy purchasers to enhance that experience every step of the way. We are embracing that reality [and] will enable it and encourage it.
INBOX: You just mentioned that the new EGM will use digital media in a new way. What does that mean and how is it going to work?
HARRIS: The digital content will be accessible by some directly from the pages of the magazine while other content will be delivered via a digital device included with each issue (that, as I said before, could be used with computers, televisions, etc.). I wouldn't want to over-hype the methods that will be used -- no individual element of what we'll be offering is unique on its own -- but the way in which each delivery mechanism will interact with the other, as well as the programming we have to identify our end-reader and their interests, is new.
The digital content will not only include additional information that complements the print edition, but also will allow consumers to take the magazine across multiple media formats, receive updates, and interact in magazine, video or other formats.
In the future, I believe it won't just be a question of the kind of information a publication provides, but what kind of delivery systems it uses that will contribute to a title's relevance. I think we're in a good position, armed with an excellent brand, to compete with other print magazines in the category as well as capture a share of those readers who are turning to the Internet for their gaming information and community experience.