AMC 2012: Magazines remain "powerful arbitrators of taste, style and influence"
Very busy at AMC 2012, the Magazine Media Conference! The show kicked off Sunday evening with a reception and announcement of the Advertising Age A-List awards, with Bloomberg Businessweek’s Josh Tyrangiel taking editor of the year.
Today bright and early at 8 a.m. attendees were welcomed by Michael Clinton of Hearst, Chairman of the MPA, who says magazine publishers should be “paper proud.” What makes magazines successful? It’s the content, stupid! This focus on content, Clinton says, will lead to continued growth in digital in the “third channel” of the tablet.
Next the audience received a rousing call to action by new MPA President & CEO Mary Berner, who’s “pissed” that the conversation about magazines has become “one of doom and gloom, demise and death.” Magazine brands are, she says, “powerful arbitrators of taste, style and influence” who are ready and able to overcome the challenges presented by digital disruption.
Adam Lashinsky of Fortune magazine and author of “Inside Apple” came next talking about his journey into the secretive world of Apple insiders. Some great new product sharing was interspersed, with presentations by Ed Knudson of Digimarc and Morgan Guenther of Next Issue, as well as some useful advice on the successful use of social media from a panel led by Declan Moore of National Geographic.
A highlight of the morning was a talk by National Geo’s “Digital Nomad” Andrew Evans, who travels the globe and posts his adventures on Twitter, carrying his possessions in a backpack and documenting it all using nothing but his iPhone. Evans is literally swimming with the sharks – yikes! It’s a whole new kind of brand extension!
Follow Andrew on Twitter: @WheresAndrew
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