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By Thaddeus B. Kubis

About Thaddeus

Thaddeus B. Kubis is an integrated marketing, media convergence and experiential marketing evangelist dedicated to sharing his extensive accumulated intellectual capital knowledge and experience across a variety of targeted verticals.

Thad is a passionate believer in the integration of online and offline media, offering profit-based solutions to establish a dialogue, engage a prospect, and convert the reader into a customer. He is a corporate trainer for the Direct Marketing Association (DMA) and a board member of the APC-NY, The Graphic Arts Scholarship Foundation and The Print Council. He also writes for piworld.com, Sounding Trade Only, Publishing Executive magazine and Graphic Design USA.

Thad is a senior fellow and partner for The Global Defense and Security Marketing Institute, founder of The Institute For Media Convergence, an adjunct professor at The New York City College of Technology, lecturer for Baruch College and an internationally known speaker on international marketing, attribution technology, mobile marketing, trade show and event marketing, integrated marketing, experiential marketing, customer engagement, media convergence, and publishing and marketing services.

 

Publishers' Dojo

Linda Ruth
What Can We Learn From Time Inc.’s “Spreadsheet-Gate”?
Aug 27, 2014

What does it say about our perception of online content when we learn that "only" writers who work for SI.com...



Media Vent

Bob Sacks
Time Inc.’s Editors and Their Damned Church & State
Aug 25, 2014

Last fall Joe Ripp, the new Time Inc. CEO, told his editors that they'd be reporting to the business side...



B2B Beat

Andy Kowl
The Impact of LinkedIn Buying Bizo
Aug 12, 2014

If B2B publishing was a different industry, the prospect of LinkedIn buying Bizowould invite anti-trust scrutiny. Just think about what might...



The Digital Market

Thea Selby
Top 5 Mobile Trends for Publishers—It’s Good News, Folks
Jul 7, 2014

Mary Meeker of Kleiner Perkins Caufield & Byers is one of my s/heroes. In this day and age of branded...



Pub Talk

Denis Wilson
Facebook Co-Founder and New Republic Publisher Chris Hughes: Why Print is the ‘Crown Jewel’ of the Business
Jun 4, 2014

Last month I had the chance to attend the Adobe Digital Symposium in New York. Much of sessions focused on...



Industry Insiders

The Insiders
New York Times ‘Innovation Report’ Points Way to Digital Future
May 23, 2014

The leaked New York Times Innovation Report highlights the challenges it is facing in the digital age, but more importantly, it echoes...



Publisher's Paradox

Andrew Davis
Publisher’s Paradox: Your Newsletter Subscribers Are Being Overfed
Apr 28, 2014

Charlie Magazine, based in Charleston, South Carolina, isn't asking its readers to subscribe to everything. Instead, Charlie is inviting readers...



Course Corrections: The Future of Magazines, Part Two

 

As with most things in life, you need to admit that you need to make a course change to institute a course change. The key is to make the course change prior to hitting the rocks.

From my viewpoint, when it comes to creating new touchpoints with audiences and marketers, I think most of the publishing industry made that broad-based and needed course change a long time ago and most are benefiting from that change.

Continuing with the highway analogy per Part One of this article, I offer below a few reasons for any course change you are planning. Why these? In my humble opinion, I think after you read them they will be, as the Declaration of Independence states, “self evident,” but just in case you miss the drift, the reason is simple and can be stated in a word: Readers (or customers, subscribers, or any other word that defines the “users” of any magazine, online or offline).

The goal is to better the user experience. User, a term which will replace subscriber as the definitive word for a publisher to focus upon, is where I see the future of magazines. Why user? To me the future of magazines and most other publications is not to only read them (hence the limits I place on using the term storehouse). To me, the interaction between the user and publication is an experience, which has a much more impactful and critical roll in the sales of the advertiser product than a place to store stuff.

The Reasons

Exit Ramps:
To move from a storage model to an interaction based model you need to provide a way to get out of the storeroom, to the user-based model, directly, simply and with ease to the requested product services, link or interactive tool. In short, you need to design into the content a direct targeted, customized and personalized exit ramp.

Entrance Ramps:
'Great,' you say, but I say. 'no, not yet,' since in this world we move from screen to page, page to screen, screen to screen and back again. Once you have designed the needed exit ramp, you need to allow the user to get back onto the superhighway of publishing to continue their journey, while able to exit at a moments notice.

Rest Stops:
Sometimes in the great scheme of things users need to rest, think about their destination and maybe—just maybe—be open to an upsell or cross-sell. For that you need the rest stop. The rest stop is a combination of dialogue, engagement and measurement that allows the user time to think freely, make a correctly-balanced decision and see the brand in the best light.

The payoff—the true benefits of a predicted and designed course change—will be increased placements, diverse use of your advertisers' marketing “spend” and greater broad diverse profits for the publishing organization.

Check out the next installment, Part Three, here next month. Need some immediate help, want to connect the dots and ask what is an entrance, exit, ramp or a rest stop and how you can use them to provide a more positive reader experience? Contact me and I will send you my publishing cheat sheet. Make a hard right under the overpass and email me at thad.kubis@tifmc.org

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