Want to Know What's Really Going to Be the Magazine Killer?
I'm a huge fan of mobile publishing. Publishers who aren't thinking about mobile as the future for delivering content and creating new business opportunities will be left for dead.
Last week, I finally got an iPad. Right away I spent some time randomly downloading apps from magazines like Fortune, People, Glamour, Maxim and Newsweek. Between these and other iPad apps along with mobile websites, text alerts and other emerging mobile technologies, it's time e-media heads in a new direction.
When I got into this business 15 years ago, I was given the simple instruction that each of our magazines "needed a website." Next it was e-newsletters, and then it was Facebook and Twitter accounts. Today, tools like WordPress and Drupal have become simple yet effective solutions for publishing content to a desktop web browser (and to mobile devices for that matter).
If you're spending more than 50 percent of your digital development resources on website functionality, stop! Like riding a bike, it shouldn't be complicated. If you have to figure out how to do it, by the time it's done it likely will be too late.
I'm not saying you don't need a strong website presence, in fact our "display" advertising business is stronger than ever. You should, however, be devoting more and more resources to application development and other technologies like enhanced targeting capabilities, microformats, syndication, and database development that matches your readers with your advertisers.
Look no further than the 800-pound gorilla, Google and the origins of google.com. A logo, a search bar and a submit button. Now that was easy.