Publishing Executive May-June 2012


A look at what publishers are launching in mobile apps.

The app world received a major transfusion of humor in the jugular vein on April 1 when Mad, the legendary satirical magazine, released an app for the iPad. Free to download, the app offers a preview of each issue, videos promoting Mad’s Cartoon Network TV show, animated covers and interactive features including a version of the magazine’s famous “fold in.”

Are Magazines Getting Bookish?

Are newsstands the dinosaurs of distribution? Don’t tell that to U.S. News & World Report. Although focused on building a strong digital business, the publisher is committed to using this time-tested means of putting its print products before the masses—though in an innovative way.

Best Practices for Advertising on Tablets

On April 3, 2010, the publishing ecosystem was changed forever. For magazines, the launch of the iPad signaled the exciting new era of interactive, innovative publications and new revenue opportunities. For agencies and advertisers, the launch of the iPad meant promise but also radical changes.

Cosmo and EYE Spring Forward for Fashion

For the first time ever, leading mall media provider, EYE, has partnered with Cosmopolitan, the world's largest-selling young woman's magazine, for a Spring Fashion campaign in top malls across the US this April. The promotion features exclusive Cosmo content running across shopping malls in the top 20 DMA's.

Flipboard Named Publishing Innovator of the Year

If innovation can be measured by impact, then Flipboard certainly fits the bill. Since its launch in 2010, the app, which aggregates news and information from social media contacts and selected news sources, has rewritten the rules of mobile content delivery through its use of personalized RSS feeds, sophisticated interactivity and a clean, magazine-like design.

High Value Target

When I arrived at the Chronicle of Higher Education last year, we were in the middle of an extensive e-mail marketing conversion—a switch to a new e-mail service provider. Never an easy or straightforward project, it was nonetheless necessary for us to take our marketing efforts to the next step

Know the Reader, Know Thyself

My favorite part of a very good keynote address from Josh Tyrangiel, editor of Bloomburg Businessweek, at this year’s Publishing Business Conference & Expo came near the end of his talk. After some personal reflections on the changes in publishing since he first joined Time magazine as a cub writer in 1999, and recounting the overhaul of Businessweek under his direction, Tyrangiel arrived at a stark observation.

PBC 2012: Excellence and Innovation Take Center Stage

The 2012 Publishing Business Conference & Expo brought together more than 1,300 industry experts and solutions providers for three days of education, idea sharing and opportunity at the New York Marriott Marquis. This year’s conference theme, “Cashing in on Cross Media Content,” highlighted emerging opportunities for magazine and book publishers.

Study: Rich Media Boosts Site Clicks Three-Fold Compared to Standard Banners

According to a study by MediaMind, a digital advertising company, ads featuring rich media (animation, video, and a high level of interactivity) are much more likely to produce click-throughs to advertisers’ websites compared to standard banners.

The ABCs of Publishing

My magazine alphabet starts with a C and ends with a C. Content, Customers, Clients, Consumers, Choice, Control, Constant and Change are but a few of the Cs that compose my magazine alphabet. In the big debate over digital first and print second, digital first and content second, one major voice has been ignored: the customer’s.

The New York Times Company Launches Ricochet, A New Social Media Advertising Program

The New York Times Company announced today the launch of Ricochet, a new approach to digital marketing. SAP, along with media agency Mindshare, is the first company to utilize this new marketing solution.

The Real Secret to Publishing Success

In any given year, I give about a dozen “talks” about the publishing industry. Sometimes it is to interested companies and sometimes it is to the industry at large during publishing conventions and conferences. Last month I had the privilege to speak at SIPA (Specialized Information Publishers Association).