Media Buyer-Turned-Publisher Talks Luxury Titles
INBOX: Do you employ digital content and digital distribution to those accustomed to affluent lifestyles differently than you would to most general audiences? How does a Las Vegas readership differ than what you would see elsewhere?
MILLER: According to the Publishers Information Bureau, magazine revenues are up 5.6 percent in the first three quarters of 2007. It’s clear the hysteria over the death of the printed page is just that—hysteria. Having said that, we remain a strong proponent of a highly integrated, multi-channel approach. Greenspun Media represents a group of broad media outlets, including television, newspapers and internet resources. In as such, we have held a cross-media strategy for some time, providing advertisers with a holistic approach to reaching their client base. In 2008, we will invest millions more in a new internet portal that will bring dynamic and interactive content to our clients. As is true in any channel, the content must be relevant, timely and consumer driven. As importantly, it must be customized and personalized for the various segments of our market. It’s one of the reasons that we are investing heavily in a new CRM system as well. Live local soccer game scores updated to a Summerlin parent’s mobile phone is a fantastic benefit for them, but most likely not of interest to the single loft dwelling bachelor who lives on the strip. Las Vegans swing across a wide pendulum of full- and part-time residents representing almost every lifestyle imaginable. We invest deeply in the community here, and reach each of those populations very differently. The digital channel helps supports that effort.
Some argue that the main threat to the publishing world by the invasion of digital content is more focused against dailies rather than luxe publications. Dailies provide, for the most part, the somewhat cold factual content we all need to stay informed about our ever-changing world. Luxe publications, however, offer more than just factual content. We offer escapes and/or vacations from the business and global world by presenting tactile experiences which release our client base from the dull glow of the computer screen.