Magazines Racing to Capitalize on Pinterest

April 3, 2012 By Leave a Comment
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By  on AdAge, April 2 –

Last month, digital executives from Hearst’s 20 or so titles were summoned for an important meeting at the company’s Manhattan headquarters.

The pressing subject was Pinterest, how all Hearst’s magazines are using it, and how they could leverage the platform. Attendees also spent a fair bit of time examining competitors’ “pinning” strategies.

“It’s a really big initiative for us within the digital department at Hearst,” said Keith Pollock, editorial director of Elle.com.

 

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Magazines’ Newsstand Slide Accelerates but Digital Circulation Shows Promise

February 8, 2012 By Leave a Comment
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By  on AdAge, February 7 –

Magazines’ paid circulation continues to slip, victim of a persistent undertow at newsstands that seems to be regaining strength.

Magazines’ average paid and verified circulation in the second half of 2011 fell 1% from the half a year earlier, according to the Audit Bureau of Circulations’ latest roundup of publishers’ circulation reports.

Subscriptions increased 0.7%, but that wasn’t enough to overcome a 10% drop in single-copy sales, according to the audit bureau’s figures.

Newsstand sales fell 9.2% in the first half of 2011, by comparison, 7.3% in the second half of 2010 and 5.6% in the first half of 2010.”

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New Yorker Editor: Print Edition Will Still Be Here in 20 Years

February 1, 2012 By Leave a Comment
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By:  on AdAge, Jan 31, 2012 – 

“New Yorker Editor David Remnick says his long-form publication continues to invest in web staff and digital-exclusive content. But he still sees the digital extensions as complementary to the core print product, not a replacement — at least not anytime soon.

Asked in an onstage interview at All Things D’s media conference whether he believes the New Yorker will still publish a print magazine 20 years from now, Mr. Remnick answered, ‘I do.’”

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Mobile content is its own medium

November 29, 2011 By Leave a Comment
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By  on AdAge, Nov. 29, 2011 – 

“While many publishers are bringing content to the growing number of mobile users, others still struggle to adapt. Transitioning to the medium in haste, many cut corners, not fully understanding the nuances involved. In advertising, for example, long-form video with sound and automatic-play is effective for desktop users, but fails when delivered on mobile. With seconds to get a mobile user’s attention, intrusive noises and slower-loading video will turn users off.”

“A strategy tailored specifically to mobile is essential. Publishers need to ask themselves a few key questions before jumping in:

  • Are we really committed to making mobile a revenue stream?
  • What resources do we need to add to maintain it?
  • Is there demand from our users — do we have page views on wireless devices?
  • Is there demand from our advertisers to buy mobile media?”

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Ad Agencies and Media Companies Should Hunt for the Next Instagram

June 9, 2011 By Leave a Comment
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By Reed Phillips on AdAge, June 9 – Social media shouldn’t remain solely the province of companies launched since Justin Bieber hit puberty. In fact, traditional ad agencies and media companies have the chance to catch the internet wave they may have missed by aggressively becoming players in social media.

Ad agencies of all sizes are already mobilizing to crack the social-media code for themselves and their clients. David Jones, newly elevated CEO of Havas Worldwide, recently disclosed that his firm now employs 2,000 people who are focused on social media. And, Jon Bond, a big-agency veteran turned CEO of social-media agency Big Fuel, believes that eventually ad agencies will use social media as the engine that drives the rest of their business, putting social media on the front-end of their offerings.

Smart publishers across the media landscape — general-interest, enthusiast and B-to-B — understood the essence of community a century before the term social media was coined. Moreover, the rich interactivity that digital technology allows between publisher and readers has advertisers clamoring for new ways to harvest that community. Read the full article

 

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