The New World Order for Publishers
Have you heard that our economy is in the toilet and that publishers' ad revenues are swirling down the same drain? Or maybe you're just learning that no one under the age of 30 reads anything in print anymore.
After you're done reading this, get out of your chair or put down your Blackberry or iPhone, head over to the folks mentioned below and make sure all of this is happening at your company. Consider it part of your economic recovery package.
Advertising salespeople who read about the upswing in display advertising need to stop thinking this is good news for print. What they call "banner advertising" often is referred to as display in order to distinguish it from search or keyword advertising. Also, you can't train a 12-year-old terrier to give you its paw, so don’t expect your best print ad sales reps to transfer their knowledge and skills to the Web.
Every editor at least must know how to optimize the
Circulation staffers who work entirely on a printed magazine or BPA Audit need to understand more about safe-sender lists, Google AdWords, landing page optimization and other audience development initiatives. Make sure each employee also learns the names of no less than 10 of your most loyal readers every week.
Publishers who decide to do something online only because they saw their competitor do it need to realize that by then it's too late. While you're at it, tell any publisher who decides to go "all digital" that they might as well quit.
Art directors should know Flash as well as they know Photoshop, and production managers need to learn all the Interactive Advertising Bureau (IAB) specifications for interactive marketing units (IMUs).
Lastly, your e-media guy should post to his blog regularly and make sure as many people at your company read it and take it seriously. At least I hope they do.