Print Publishers Surviving in an Online World
I recently commented about the need for editors to reinvent themselves in an online world in order to survive. A friend called me and reminded me that it’s not just editorial that needs to change, but for any print publisher “to make it,” as he says, an entire organization needs to step it up.
He’s right. I witness this almost every day as colleagues in more traditional publishing roles are in a panic to re-invent themselves and learn new tasks that will make them more valuable.
What are you seeing?
Is production and manufacturing trying to equate everything they have learned from doing print for decades to the Internet?
Is your group or team enamored with analytics that you can “react” on, but have no plans on how to “act” on them?
Is circulation still convinced that a “reader” is no more than someone who receives a magazine and not someone who subscribes and reads e-newsletters, registers and attends Webinars, and visits and returns to Web sites?
Is upper management sending random memos and e-mails about how cool a Web site is without even realizing that their own Web site already has tested these same bells and whistles?
Is your sales team still giving away online inventory to get a print buy or selling an online property like it’s Jeff Gordon’s race car or as Eric Shanfelt puts it, Time Square or the Vegas Strip?