Publishing Executive July-August 2012
A primary goal of media companies is to drive engagement between content and audience, yet many struggle to find the right technology to get the right content to the right people at the right time.
Kiplinger's Top 100 Money-Saving Tips app provides readers with information on how to not only save their money, but also increase their income. The tips, half coming straight out of Kiplinger's Personal Finance Magazine, give users personal advice on a wide range of financial issues,
I've been reading magazines since I was a girl, graduating through the years from Highlights to Seventeen to Glamour. Ok, maybe I also read Tiger Beat once in a while (Davy Jones!). But it was always my mother's Vogue that thrilled me most: the glossy pages of gorgeous long-legged models in fabulous locales wearing elaborate cloth concoctions. It was aspirational reading for me long before I knew what the word meant.
According to a recent survey done by the Pew Internet & American Life Project, 17% of U.S. cell phone owners do most online browsing on their phones, rather than on computers or other electronic devices. The study surveyed 2,224 adults over the age of 18 between March 15 and April 3, 2012.
Never let it be said our columnists can't see the forest for the trees. In this issue, our contributing arborist, D. Eadward Tree, offers a frank assessment of the threat facing traditional magazine publishers (see page 18). According to Mr. Tree, it's not the Zites and Flipboards of the world releasing magazine-like products on the iPad, nor hoary tech behemoths such as AOL and Yahoo pushing further into the content space.
Having trouble getting a handle on HTML5? Don't worry, you're not alone. Even executives whose job it is to shape the future use of technology in publishing face significant challenges in implementing the latest Web coding language for long-term strategic goals.
Even with all the recent hype over social networking site Pinterest, many publishers may not be full
When the iPad arrived on the scene in early 2010, the possibilities for digital magazines seemed to skyrocket. Excited murmurs zipped through the magazine industry. With its large screen size and growing popularity, the iPad quickly assumed a dominant position on the tech scene, a reputation quickly confirmed with high-profile, whiz-bang tablet apps from iconic brands like Wire, Popular Mechanics and Sports Illustrated.
There is an old expression that says, "It's not the size of the wand, but the magic that it performs." I believe that this sage advice is true with almost everything, including our beloved publishing industry. David showed Goliath what size meant to him and Reader's Digest showed The Saturday Evening Post what size meant to it at 25 percent of the Post's size.
The practices that have made us magazine publishers successful over many decades now threaten to undo us. Many respected magazines are only one reasonably-talented, technology-enabled part-time outsider away from losing much of their Web audience or perhaps going out of business altogether.
It's one of those trends slowly gaining traction among the digerati: "adjacency" (i.e. banner and display ads associated with content) is dead. Advertisers want social media and data-driven marketing; they want names and e-mails, or immersive brand-response advertising that aligns them with specific editorial (in some cases created by the advertisers themselves).