The View From The Tree: 6 Things Magazine Publishers Should Stop Doing Now
"Digital" can be a synonym for the web, but it can also encompass apps, email, social media, video, white papers, e-books, etc.—and even print tie-ins like QR codes and augmented reality. A "digital strategy" that puts all of those very different items into one mental bucket may blind you to the fact that some digital efforts may pay off handsomely while others are dead ends. Just ask the folks at Barnes & Noble about the inevitable success of digital ventures.
6) Stop treating digital and print as two separate businesses.
Our world is no longer so neatly divided. If you use email to sell print subscriptions, or magazine ads to promote your web site, is that digital or print? Why do we talk about "print journalism" when most of our print content ends up being used in some kind of digital form? And to which half of the business do events and content licensing belong? And is meeting your circulation goals still just a print problem when you're increasingly relying on digital editions to meet your circulation goals? As a circulation colleague told me: "I don't care where you read it—print, tablet, laptop or on your daughter's Etch A Sketch—if it counts toward ratebase, it's a magazine."