How to Leverage Rich Media
Rich media: buzzwords publishing executives are being served up more often these days than their morning mocha frappuccinos. But how many of us fully understand how to utilize rich media to create powerful integrated publishing?
By now, most understand that “rich media” essentially means using multimedia tools with an interactive twist. The trick is finding the right twists for your audiences utilizing streaming video, blogs, podcasts, webcasts, e-newsletters, message boards, polls, etc.—and then creating interactive advertising opportunities for your partners.
Publishing Executive interviewed experts in the field to get some pointers on how to put rich media to use successfully.
Wired Into Technology
Wired magazine, a print and online publication owned by Condé Nast Publications, reports exclusively on how technology affects culture, the economy and politics. Jay Lauf, publisher of Wired, says that Wired Digital (which consists of Wired.com and Reddit.com) has approximately 7 million unique visitors a month and about 60 million page views across both sites. He adds that blogs account for 25 percent of Wired.com’s traffic—and that percentage continues to grow.
“Wired has found success with a variety of rich media content offerings. Specifically important to us is the two-way conversation made possible by blog commenting, and our proprietary Reddit technology that allows readers to contribute their own content and vote ‘up or down’ any content on the site,” he says. “In this way, the readers en masse are deeply involved in determining what is prominent on the site.”
Lauf believes that rich media content that allows for reader feedback and interaction is important for developing a loyal audience and for creating interactive advertising opportunities.
“The most powerful media mixes have parts that complement each other and take the reader/user/viewer through a topic seamlessly and logically from print to Web to video,” he says.
Lauf believes it is important to present content in the appropriate media channel.