An Exercise in E-media Strategy
Until not so long ago, publishing across multiple formats had not gone far beyond taking a print product and reconstituting it for the Web. New forms of competition, however—those using all possibilities of a medium to shape content in fresh and engaging ways—have awakened publishers to the necessity of pursuing integrated publishing and marketing strategies.
In recent years, as a result of media competition on many fronts, “somewhere between $2.6 billion to $2.8 billion of b-to-b advertising has gone away,” says Don Pazour, president and chief executive officer of Access Intelligence, a Rockville, Md.-based information and marketing firm. “If you want to serve a market, you must use multiple media. For us to survive, we’ve got to do it.”
Producing quality products doesn’t come easy or cheap, however, which raises the stakes when it comes to hiring, prioritizing, reformulating management structure, and choosing appropriate channels for integrated publishing and marketing. For this year’s tips issue, Publishing Executive offers some core do’s and don’ts from those with experience mixing it up on the media front.
1. Know your readers’ expectations and habits.
“Many Web sites that mimic the complete content [of a print publication] recognize implicitly that the Web site targets a different demographic than their core demographic,” says David Drimer, associate publisher of the Jewish Forward, the venerable New York-based newsweekly that won several awards this year for a Web site redesign, including a Webby, a Davey and an Interactive Media Award.
“Some people are going to enjoy the Forward newspaper as a newspaper, while a younger, hipper demographic gravitates to the Web site,” he notes. “We need multimedia content that doesn’t necessarily appear in the print edition to appear in a daily updated paper on the Web. Because the capability is there to deliver multimedia, one should take advantage of the media.”