Profitable Web 2.0 Tactics
In January, as they do every year, the editors of Guitar Player, Bass Player, Keyboard and EQ, all published by New York-based NewBay Media LLC, made the trip to Anaheim, Calif. for NAMM, the International Music Products Association trade show. The largest show of its kind in the United States, NAMM (which originally referred to the National Association of Music Merchants) is as familiar to musicians as the Detroit Auto Show is to the car industry—an event sure to generate excitement and ample editorial content for months to come.
NewBay, however, decided not to wait around for the next editions of its musician magazines to hit the racks or be posted online. Harnessing an innovative means of posting real-time video, audio and text originally developed for live updates from concerts, the editors produced live reports from the show floor, interviewing celebrities, previewing the latest gadgets and filming performances and talks.
Before the end of the month, more than 150,000 hits had been reported for http://LiveFrom.MusicPlayer.com, which gained a life stretching far beyond the end of the trade show. Subsequent press releases and articles featured links to the material. Videos brought people to NewBay’s Music Player Network, home of music news, forums, equipment guides and online TV networks wedding popular brands to original content.
The success of the endeavor has led to plans to expand it. “We are building out what we look on as our LiveFrom portal, which will encompass other shows and events that we attend and own,” says Vice President of Web Development Joe Ferrick.
According to NewBay CEO Steve Palm, the initiative represents an excellent example of the company’s efforts to promote audience overlap between various brands and platforms.
“We’re really focused on putting all of our internal and external efforts toward the notion of ‘in print, online and in-person,’ ” he says. “Our goal is to serve readers and business partners in whatever way they would like to get data and news. Everyone in the company is a participant in this strategy. We’re looking at the whole effort—sales, editorial, design—and presenting to our readers and business partners what we can do as an organization. While other groups are fragmenting, we are taking a much more holistic approach. The integration within vertical markets offers more opportunities for the readers.”