Special Report: Publishers’ Outlook 2011
PE: What's on the horizon for you in terms of mobile/app initiatives?
Fishman: We're taking a multipronged approach to mobile/apps. In 2010, we launched four apps. We are [also] committed to ensuring that everyone [can] view AARP.org [from any device, through AARP.org mobile site].
… We're looking to increase the utility of our [apps], [and] … value to the consumer. For instance, we foresee a point where a member could go to Walgreens, … and share their AARP [membership] 'card' directly from their phone … to get a … discount. We're also planning to expand our apps to the Android, and further evaluate our app offerings.
Scott Pierce, Vice President/Group Publisher for Magazines, ALM
Pierce, newly appointed group publisher, says ALM is committed to building an effective multichannel publishing strategy centered around digital product development. The business-to-business publisher, which specializes in the legal and commercial real estate sectors, will introduce new digital and events products this year.
PE: Where are you investing most?
Pierce: We are investing most in … continuing education products, online and live. That is a growth area for us.
Because … education is … [so] evergreen, we can produce content that has a [long] shelf life, if we … repurpose it. For example, if we do a seminar …, we will ... [record the audio and video] and repurpose [it and sell it] in our online education center. … [We've done] the same for webcasts … [and] virtual events.
PE: Is your events business growing?
Pierce: Yes. We saw an uptick in 2010 and expect that to continue. We launched Virtual LegalTech and Virtual Corporate Counsel, and are … [expanding] those … this year (our registration for Virtual LegalTech right now is over 16,000), and may do another virtual event this year.