Posted tagged ‘news’

The Facebook Fetish: Marketing for Free

February 4, 2009

I have often mentioned my view of social networking as a marketing tool; I have always thought it was ineffective and sort of pointless. Well, I’ve changed my mind. Recently we were discussing social networking in my publishing thesis class, and facebook and myspace came up. I raised the question, “Has anyone in here actually used facebook successfully as a marketing tool? Do you click through to ads, or is it a waste?”

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The Newspaper Industry is Walking Backwards

October 23, 2008

There are two types of magazine publishing: Trade and consumer. The financial set-ups for these two are drastically different. There are also two types of newspapers: Free Dailies, and regular papers. Again, the financial blue prints are supposed to be very different.

Essentially, however, Trade magazines and free dallies follow a similar blue print. Consumer magazines and regular newspapers also see similarities.

Traditionally, consumer magazines/newspapers create content that is appealing to consumers, then, because consumers use/read/view their product (to the point they will pay for it) companies trying to market to that market segment advertise in the magazine or newspaper, with the hope that consumers of the magazine will then also buy their products. Some customers even enjoy looking through the ads. This has worked fairly well for a long time now (though, some companies are turning off of print ads because it’s hard to measure the direct response).

In contrast, trade magazines and free dailies are … free. They don’t cost their readers anything. Instead, they are paid for by the companies that advertise in them. Sometimes (at least according to my experiences in trade publishing) this means that editorial revolves around advertisers, and caters to them (rather then readers). This method seems to make less sense – by catering to advertisers you essentially make their ads less successful. At least in trade publications, they can get away with this because you’re dealing with business information, so the readers are partially reading the publication for the same information that manufacturers/advertisers want them to have.

But recent trends in the consumer magazine world make no sense. Ditto on newspapers, though for different reasons. (more…)

Mygazines.com, Audible Parenting and the dumbest generation ever

September 18, 2008

Most people in publishing have acknowledged that publishing is in a transition phase right now. With the digital bubble, everyone tried to grab a piece of the pie – but it didn’t always taste very good. Digital content brings with it it’s own problems. For magazines that includes how to make profit on something you’re giving away and how digital advertising will in turn affect print advertising.

Despite the fact that many readers are getting more of their information online these days, many magazines still don’t have a successful website, with an easily navigated digital version of the magazine. (Or easily navigated pages) In comes Mygazines.com. It has done what many mags failed to do – it has designed a simple, easy to use reader that allows members to browse pdfs of many popular magazines. The magazines are uploaded by users, and there is a surprising variety available. While the site will likely fall into trouble soon, since it defies copyright laws, it still shows what is possible and inspires the question: Is the lack of good content or design simply that print people can’t think digital?

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