Are You Experienced?
Specifically, Sanders explained that publication strategy entails how to use a publication to promote Web events, content and develop new advertising online via sponsorships. Through sponsorships, as well as corporate private label issues, new media offers new revenue potential. Sanders says that co-branding content for reselling to highly specific audiences is one of the newest, most profitable publication-driven tactics within the industry. Not only does it target new customers, but it creates a new revenue base in which advertisers will pay to reach audiences that are not normally courted. Pleasing publisher, consumer and advertiser, the product becomes an experience in not only readership, but also branding. When a consumer associates a business name with a good experience, says Sanders, everyone wins.
In the interim, Sanders is working on a book, tentatively titled Love is the Killer App, which investigates motivations behind buying and selling. Of the relationship on which Sanders believes all commerce is based, he says that information is viable. Not only is television influencing the Internet (a relatively new concept measuring the market), but exposure is the foundation on which retail sales are built. Publishers, added Sanders, are in place to make more of content than what the traditional market once allowed. Given that all signs point to good experience, Sanders is certain success is inevitable.
For more information on MagazineTech's keynote address, visit www.magazinetech.com.
-Natalie Hope McDonald