At first glance, a printed magazine seems simple -- too simple to be worth discussing in an issue focused on publishing technologies. After all, a magazine is just a bunch of static pages that can't be updated, tweeted, pinned, interstitialed, linked, liked, clicked, popped up, dissolved, cookied, tracked, hacked, or search-engine optimized.
Publishers and advertisers are storytellers by profession. Increasingly, they are required to "show" as well as "tell" their story to their audience members. Video, webinars, and events allow publishers to do this, all while extending the engagement they've cultivated in print and online.
Implementing a viable digital publishing strategy requires a successful combination of relatively unfamiliar technologies, mostly from outside service providers. This section will help publishers find the right partners for creating and managing multi-channel content, and for storing the images and other assets used by both editorial and advertising workflows.
The industry is shifting toward a future of greater digital revenue, digital engagement, digital audience development tactics, and a faster-paced, interactive marketing approach. Finding an audience and helping an audience find you becomes crucial, as does retaining and growing those audiences with savvy management of reader data. Those tasks are achieved differently from in the past, and increasingly with marketing automation tools.
As publishing moves from a product-centric to an audience-centric business model, understanding what data you have and how it can help you grow and monetize your audience becomes more important.
If you're going to be successful in the fast-paced digital world in which we compete, you must take a proactive and strategic approach to discovering, understanding, evaluating, and eventually investing in the right solutions.
Welcome to the first annual Publishing Executive Technology Issue and Buyer's Guide. We decided to put the Buyer's Guide package together in order to explore the technology changing and expanding the business of magazine media: digital publishing, online marketing, video, webinars, and data analytics.
The publishing business is now in the greatest period of media transformation and transcendence in the history of communication. We have reached a point where media companies have the ability to deliver to customers exactly what they want, when they want it, anywhere on the planet.
The Publishing Executive Buyer's Guide is intended to be a reference for publishers on the significant and emerging technology that is reshaping the future of the media industry. We've broken down our guide into four major categories that increasingly require publishers' attention: Digital Publishing and Content Management; Events, Webinars, and Video; Marketing Automation; and Audience Data Management.
If there's a lesson to be learned about digital magazines to date, it's that they are not an if-you-build-it-they-will-come proposition. Just as a the print product requires a marketing and distribution mechanism to get it into the hands of consumers, the digital magazine needs to be put out into the world and offer true value to users.
Say Media has lately been making headlines for its prowess in the online publishing space. In fact, there's a good chance that at some point you've been sucked into the digital rabbit hole of one of Say Media's 16 online magazines, which it refers to as "brands."