In December 2008, Google announced that it had launched an initiative to add online magazine archives to its already established digital book archive database, Google Book Search (Books.Google.com). One of the first publishers to offer content to the new initiative was Chicago-based Johnson Publishing, the world’s largest African-American-owned and -operated publishing company, which produces Ebony and Jet magazines.
As more and more people flock to established social-networking sites such as Facebook, MySpace, Twitter and Flickr, and look for new ways to connect with each other online around shared interests, publishers are eager to tap into the power of this social-media tool. However, many are unsure of how to best support their brands via social networking, how to allocate time and resources to this new endeavor, and importantly, if and how their efforts will pay off. Here, seasoned publishing executives who have delved into the social-networking waters offer tips for using and profiting from it: