Pub Talk
By Rob Yoegel
About Rob
Rob Yoegel takes an active role in North American Publishing Company's online efforts including content, sales, marketing, usability, functionality and vendor relations as Vice President, e-Media. Rob works directly with publishers and editors in developing a consistent strategy from print to online.
A former journalist, Rob has been involved in Internet strategies since 1996 serving as an associate editor of Target Marketing magazine, where he regularly contributed articles related to the Internet, including e-commerce, Web site design/development, e-mail, fulfillment, customer service and marketing integration. He also spent one year as publisher of PhillyTech Magazine, a regional technology magazine published by Philadelphia Newspapers Inc. E-mail him at ryoegel@napco.com or call (215) 238-5344.
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Content is King, or Is It?
For years now, I've preached to anyone who will listen that if you put something worth reading on papyrus, I'll read it. Along the same line, if new Rolling Stones music comes out in 2009, even if it was only released on vinyl it would still sell millions.
I was reminded of this again when I was reading Entertainment Weekly (in print!) and came across the most watched television shows from the week of Dec. 1-7. Coming in at No. 15 was the 1966 classic "How the Grinch Stole Christmas," watched by 11.4 million people, according to Nielsen Media Research. Just ahead of it was one of my favorite holiday classics, "Rudolph the Red-Nosed Reindeer," which originally aired in 1964, seen by roughly 11.8 million viewers 44 years later! Both shows beat "CSI: Miami" and "Law & Order," among others.
Like anything else you're doing, step back and look at your content strategy. Are you publishing timeless classics? Provide something worthwhile to your readers, find out what they crave and give it to them. They are not just your readers, but they are your publishing partners.
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