Facebook, Twitter Sphere of Influence Moves Offline As Mobile Grows
August 14, 2013

Not content with commanding a significant portion of consumers' online time, social networks Facebook and Twitter are increasingly looking at how they can influence offline activity, with mobile acting as a key enablement tool. Facebook users can now reserve a restaurant table or see when their favorite television show airs from a mobile device while Twitter is pushing the connection between promoted tweets and in-store purchases. With consumers increasingly using social media to support their offline activities, social networks are looking to insert themselves into users' changing behaviors.

Wolters Kluwer Health Launches Nursing Drug Handbook Specialty Apps
August 14, 2013

AMBLER, PA (August 14, 2013) - Wolters Kluwer Health, a leading global provider of information and point-of-care solutions for the healthcare industry, today introduced two specialized mobile applications of Lippincott's Nursing Drug Handbook, the best-selling drug reference for nurses.  Designed for use with iPad and iPhone, these apps are the industry's first electronic references for nurses to focus on drugs used in oncology and psychiatry.  Both are subsets of the Nursing Drug Handbook app, which provides the fastest access to the most current drug information for nurses.

The Big Mobile Lie: It's Not Really Driving Purchase
July 2, 2013

If you have anything at all to do with in-store shopper marketing, mobile is likely near the top of your to-do list, and you are surrounded by people evangelizing about its huge impact on shopper behavior.

Indeed, a quick search of publicly available research turns up the following claims: Four out of five consumers use mobile devices for shopping-related purposes; 46% have used mobile only in path-to-purchase; 89% of smartphone owners use their mobile while grocery shopping.

Unfortunately, most of this research is misleading, and often worse, a distortion of reality.

How Mobile Commerce is Changing the Game for Print Magazines
June 20, 2013

Publishing companies are desperate to connect the offline world of print magazines to the social customer and on-the-go mobile shopper. In response to the need to shorten the distance between traditional print and shopping online,  magazines now seek to provide readers with direct access to retailers via their smartphone, known as mobile commerce. This new dimension to magazines is being forged by partnerships between publishers and third-party vendors who transform the-once standalone pages into the first-step in a mobile shopping user experience.

Food & Wine's Unconventional Tumblr Strategy
June 12, 2013

There are a lot of creative ways media outlets use Tumblr: to post niche content that wouldn't otherwise get published, surface archived material, interact with their audiences and answer subscriber questions. But with as much freedom as the platform allows, companies tend to draw from their own resources and audiences.

That's what sets apart Food & Wine’s Tumblr initiative for its signature event, the Food & Wine Classic in Aspen. The American Express Publishing brand has hosted the Classic for 31 years ….

New York Times Redesigns Mobile Site
May 30, 2013

Have you visited the New York Times website on an iPhone recently? If so, you were probably prompted to check out the Times‘s newly redesigned mobile website.

The whole idea of a publication touting its mobile site may seem like a relic from 2006, that long-ago time when the most advanced phone was the Blackberry, which was hopelessly unable to display and navigate full websites. 

But the redesign shows that rumors of the mobile website’s death have been greatly exaggerated.

Course Corrections: The Future of Magazines, Part Two
February 7, 2013

As with most things in life, you need to admit that you need to make a course change to institute a course change. The key is to make the course change prior to hitting the rocks. From my viewpoint I think most of the publishing industry made that broad-based and needed course change a long time ago and that most are benefiting from that change.

Echoing In the Mind
December 31, 1969 at 7:00 pm

The theme running throughout this issue of Publishing Executive is reader engagement. Engagement strategies take many forms. Providing a lean back experience is one type. Sometimes engagement is increased through the use of hard evidence, as is reported in the "Data-Driven Publishing" feature or the Tech Talk article featuring analytics software "Chartbeat."

CMO Pizza: As Marketing Budgets Get Sliced, Target The Audience Segments That Matter Most
December 31, 1969 at 7:00 pm

The fact is, the marketer's pizza isn't getting any bigger, it's just getting sliced more ways. Today, that same pizza is being sliced into insanely smaller and smaller pieces that now include search engine marketing, social media, display advertising, email marketing, native advertising, and content marketing (to name just a few.)