We've been using the internet to tell stories for 20 years now, and for nearly as long publishers have also been using the internet to grow revenue by selling ancillary goods: from T-shirts and coffee mugs to niche enthusiast and B2B products. But in the last three to five years, the worlds of content and commerce have combined in ways rarely seen before.
We may have barely crossed into the second half of 2014, but if you want to have a big year in 2015, you should jump on your game plan now. As you lay the foundation of your 2015 marketing strategy, here are five marketing trends to give you a jumpstart on your big projects for the rest of this year and next.
In the year since former InStyle publisher Connie Anne Phillips left the Time Inc. fold to join Condé Nast as vp, publisher of Glamour, the magazine has undergone a significant transformation.
Under the watchful eye of company artistic director Anna Wintour, editor in chief Cindi Leive brought in new talent (including creative director Paul Ritter from Elle) to execute a redesign of the book. At the same time, Phillips was implementing her own makeover of the magazine's business side, restructuring the creative services department and making new hires in senior positions.
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It's no secret that brands are getting into the publishing business. More and more companies are developing content marketing programs that are powering websites (like American Express Open Forum), social media programs (like GE Stories), custom magazines (like thinkMoney Magazine from TD Ameritrade) and in-person events (like Dreamforce from Salesforce.com).
Time Warner, the media company that owns HBO and the Warner Bros. film studio as well as Time Inc. for a few more months, surpassed analysts' estimates for both fourth-quarter revenue and profit in results reported on Wednesday.
Excluding some items, earnings were $1.17 a share, the New York-based company said in a statement. Analysts had predicted $1.15 on average, according to data compiled by Bloomberg. Fourth-quarter revenue jumped 5% to $8.6 billion, also topping analysts' estimates.
Time Inc., the magazine giant with brands including People, Sports Illustrated and Fortune, began a new round of layoffs on Tuesday as part of a companywide restructuring that will result in the loss of about 500 jobs, according to a person briefed on the matter.
Joseph A. Ripp, Time Inc.'s chief executive, unveiled plans for the job cuts, but not the number of layoffs, on Tuesday in a letter to employees. The cuts were announced as Time Inc. prepared to be spun off from its parent, Time Warner.
Publishers have long been adept at gathering information about readers and audiences in the interest of producing better content and more effective advertising. But these processes were a lot more simplistic "back in the day" of print-centric magazines.
In some unwelcome (but not unanticipated) news, Time Inc. staffers were told Monday to be prepared for layoffs as the publishing giant tries to shift its model from a print- to a digital-centric one. The company needs to make itself more attractive to potential investors as it prepares to spin off from Time Warner in the second quarter of 2014, and cost cuts are one way to do that.
New Time Inc. CEO Joe Ripp told roughly 300 employees at a town hall-style meeting Wednesday that the company's executive suite has been a place "where ideas go to die," according to staffers who were present. "If I have my way I'm going to close that damn thing down," Mr. Ripp said, addressing an audience of managers and executives.
The company, the publisher of magazines such as People and Sports Illustrated, is keenly looking to Mr. Ripp for clues to its uncertain future.
Time Inc. , the largest magazine publisher in the U.S., acquired American Express Co.'s publishing arm, which includes titles such as Food & Wine and Travel + Leisure. Time Inc. also adds Departures, Black Ink and Executive Travel to its roster of 21 titles, the publisher announced today in a statement. Financial terms weren't disclosed. The magazine company is preparing to spin off from Time Warner Inc. in the first quarter of 2014.