At the PBAA in Baltimore, Roger Fordyce of the Hudson Group expressed the need to stay relevant to our customers. He explained in some detail that stores like Target know what you want before you do. He wasn't kidding.
As I tried in vain to explain to Groupon, getting the customer on file is as important, if not more important, than collecting the money for the subscription.
It does not take a publishing expert to tick off a list of changes magazines have undergone converting from paper to pixels. But with as many digital publishing truisms those of us in the business already take for granted, I've barely heard a word uttered about the root concept of "readership."
A good social media marketing toolkit includes two things in particular that make social media marketing work.
A recent column in Folio makes the odd claim that social networking sites represent the least valuable platform imaginable in terms of targeting audiences.