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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User-Generated Content is Nothing New
In one podcast, Geoffrey Ramsey of eMarketer offered some great insight on direct marketing trends in social media with a lot of what he said very relevant to publishing executives. Perhaps more than ever, publishers need to offer marketers unintrusive ways to reach their readers while engaging them in meaningful and related content. Ramsey offers video ad overlays as one such example.
The interview then moves on to user-generated content as Ramsey talks about its early existence as hieroglyphics by cavemen and then graffiti on subway walls. He says the difference today is that the “tools to engage are on a deeper and broader level.”
Regardless of the tools publishers create or purchase to engage their readers, the word “expert” should be used carefully. According to a recent study from the Pew Institute, almost two-thirds of the content the average 21-year-old views online is produced by someone they know. Will this trend continue?
My conversations with publishers usually sway toward getting more readers involved beyond forum posts or story comments. Although still important, forum posts often are too topical while story comments tend to be somewhat black or white. I say give readers more chisels and spray paint.
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