Thorin McGee

Thorin McGee

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

InspiroBot: The AI That Fails Upward

Bob Bly once asked, “Can a Computer Write Better Copy Than You?” Well, InspiroBot can definitely write a weirder motivational poster!

Content (Is) King: Robert Rose on Content Marketing

Of course you've heard the phrase "Content Is King" being tossed around lately. Maybe it's all still a little nebulous to you, and maybe you need a few tips on how to put it into practice. We've got an interview with Robert Rose , "the Content King," that will do the trick. Rose is the chief strategy officer for the Cleveland, Ohio-based Content Marketing Institute. He also teaches the Content Marketing Master Class, find a location near you and register here.

Defending Your Brand and Property Online

Issues surrounding fair use, copyright and content aggregation are all very much unsettled in the world of digital publishing, and to a large extent in the courts themselves. There is little legal precedent to guide rulings on online copyright infringement, cases can be expensive, and judges themselves often don't understand the technologies involved.

Going Beyond Print to Save Magazines

Across the conference, magazine publishers embraced aggressive flexibility. That seemed to be the message of every executive speaking at the 2010 Publishing Business Conference & Expo (PublishingBusiness.com), held from March 8-10 at the New York Marriott Marquis Times Square: That they're working across every platform to give readers what they want to read, where they want to read it, and sell advertisers robust, reportable, multichannel marketing campaigns.

Steve Forbes Sees Publishing's Future in Audience Segmentation

Are we doomed? David Granger, editor-in-chief of Esquire magazine and provocateur at the Publishing Business Conference and Expo's Monday Keynote Q&A, asked that question a dozen ways about everything from the publishing industry to America itself. Steve Forbes's answers never swayed: "If we can just get a benign [economic] environment, these things [innovative entrepreneurs, business practices, technologies, etc.] will come popping up" and be successful.

Publishing Business Conference and Expo

With a trying 2008 and 2009 behind us, most publishers who attended the 2010 Publishing Business Conference & Expo, March 8-10, seemed, at the very least, less worried about the future than they were last year and, in fact, most were quite optimistic. The conference theme, "Publishing at a Tipping Point," was the unifying force behind more than 60 educational sessions presented by 150 speakers from all walks of the publishing industry. The presentations and discussions focused on industry shifts and practical information to help publishers adapt and thrive.

Scientific American Stops Giving It Away

"We've become a welfare information society," said Samir Husni, aka "Mr. Magazine." "Anybody who knows anything about welfare knows that once you put somebody on welfare, it becomes so hard to get them off welfare. For the last 10 years, we've done a lot in terms of giving away free content." ... For Scientific American, this wasn't as hard as it sounds. Bruce Brandfon, vice president and publisher, explained how the magazine was able to simply charge for some content while growing subscriptions.

Do Feed the Bloggers

Most blogs boil down to, "I just saw this, and here's what I think of it," followed by several—or several "pages" of—dedicated commenters debating those thoughts. They require a constant stream of new topics to blog about to feed that ongoing discussion.

How Fader Media Is Offsetting Print-Revenue Decline

Print ad revenue is still in an alarming free-fall, and journalists are getting laid off three times faster than the rest of the workforce, according to Unity’s 2009 Layoff Tracker Report. The onus is on publishers to find new revenue streams, and a profitable Web strategy is central to continued survival. And while many print publishers have tried to replicate their print profitability online, few have succeeded to date—at least in a large way.