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.
Media Vent
Questions About ABC's New Definition of a Digital Magazine
Mar 19, 2010Everyone seems quite excited about the new ABC rules that now allow for some flexibility in digital publishing. This action...
Print Publishers Surviving in an Online World
He’s right. I witness this almost every day as colleagues in more traditional publishing roles are in a panic to re-invent themselves and learn new tasks that will make them more valuable.
What are you seeing?
Is production and manufacturing trying to equate everything they have learned from doing print for decades to the Internet?
Is your group or team enamored with analytics that you can “react” on, but have no plans on how to “act” on them?
Is circulation still convinced that a “reader” is no more than someone who receives a magazine and not someone who subscribes and reads e-newsletters, registers and attends Webinars, and visits and returns to Web sites?
Is upper management sending random memos and e-mails about how cool a Web site is without even realizing that their own Web site already has tested these same bells and whistles?
Is your sales team still giving away online inventory to get a print buy or selling an online property like it’s Jeff Gordon’s race car or as Eric Shanfelt puts it, Time Square or the Vegas Strip?
Here’s some great commentary on the new breed of advertising sales.
Eric - "Folio?" Never heard of it... LOL... Thanks for the great article and contribution.
Thanks for the mention, Rob. You and your readers may also be interested in an article I wrote on the changing roles of everyone in the publishing organization, "The New Publishing Org Chart" http://www.emediastrategist.com/blog/?p=37