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Linda Zebian

We Could All Learn A Little Something From Gq, And I'M Not Talking Shirts

 Linda Zebian Consumer - 02/01/2007-03:00 AM

Yesterday I interviewed Scott Carlis, executive director of marketing at Conde Nast’s GQ, for an event marketing story for the March issue of Magazine Event Strategies. GQ really has it right. It knows its audience and it knows what its readers want and what forms of media they are most responsive to.

GQ has not one, but two Web sites, men.style.com/gq and GQ Connects. The GQ Web site is fairly traditional— chock full of editorial content and ads. But it’s the GQ Connects Web site that’s leading edge. This completely promotional site is where GQ readers can go to find out about promotions, contests and events, get style advice from an expert and download weekly podcasts.

GQ Mobile is a huge part of the GQ Connects More...

Linda Zebian

On Working With Competitors

 Linda Zebian Sales and Marketing - 01/24/2007-03:00 AM

Talk to any smart magazine marketer, and they will tell you that working with competitors is one of their top marketing methods. They trade subscriber lists with competitive magazines and even buy booths at competitor’s industry events. Most magazine marketers understand the value of working with the other industry powerhouses, whether they have a directly competitive magazine or not. Being a part of an industry means having relationships with all associations, organizations and vendors, and if you are confident enough about your product, you won’t feel threatened by a little healthy competition.

According to the latest installment of Folio: Publishing Technology, Reed Business Information has launched a new vertical b-to-b More...

Linda Zebian

Building Your Back-End Web Staff

 Linda Zebian emedia and Technology - 01/17/2007-03:00 AM

I’m writing a story for the February issue on the division of online labor. I’ve chatted with some companies who are really taking care of back-end Web responsibilities the right way—Time Inc., New York Magazine, Advanstar. I have a feeling though, that most publishers, especially smaller ones, are doing it wrong.

Staffing your technology department can be pricey. Computer guys don’t get paid peanuts. For example, an XML coder can charge $45 to $65 an hour to code content for various digital uses. But it’s important for publishing company owners to face the reality that they are going to have to spend the money on hiring the right people to run their Web sites and e-media properties. That means building a depar More...

Linda Zebian

On The Magazine-Cable Network Partnership

 Linda Zebian Consumer - 01/11/2007-03:00 AM

Being the reality-TV junkie I am, I couldn’t help but notice the abundance of cable TV programs that have partnerships with consumer magazines. Networks like Bravo, which teams up with Cooking Light and Conde Nast’s ELLE for hit reality shows “Top Chef” and “Project Runway,” generate unprecedented PR for the magazines that are featured on the programs.

“The Hills,” an MTV reality spin-off of the hugely popular “Laguna Beach,” follows the life of main “character” Lauren Conrad as she interns at Teen Vogue in Los Angeles. And the network’s latest reality installment, which debuted last Sunday, “I’m From Rolling Stone,” has Yann Wenner’s face on overdrive across numerous ads and promotions.

More...
Linda Zebian

Seventeen Replaces Atoosa

 Linda Zebian Consumer - 01/03/2007-03:00 AM

Seventeen has finally found someone to replace Atoosa Rubenstein, the former editor in chief of the Hearst teen mag who quit in November to launch her own teen-centered Web business, write a book and start a consultancy specializing in the youth market. After several months and plenty of gossip surrounding the search for a replacement, CosmoGirl executive editor Ann Shoket has been selected to assume the role of filling Rubenstein’s shoes.

Although Rubenstein received a lot of flack during her three years as editor for her Today Show-MTV-talking head-My Space enthusiast-Spice Girl image, I think Shoket should strive to be like her predecessor. As the editor of Seventeen magazine, it is Shoket’s job to be a role mode More...

Linda Zebian

Launching A Digital-Only Magazine

 Linda Zebian emedia and Technology - 12/27/2006-03:00 AM

A new magazine has hit the women’s lifestyle market but this one is exclusively digital. VivMag is a digital magazine led by former editor in chief of Shape, Anne Russel. It’s one thing if an established magazine decides to offer a digital edition, or decides to stop print production but keep a Web site like Elle Girl and Teen People, but launching a new magazine in a strictly digital format could be risky.

Regardless of how good this digital magazine is (I tried to download it to check it out, but after a number attempts were blocked by my computer, I gave up), they might want to tread lightly. Digital magazines are now more than ever being labeled as ancillary and complementary products to print. At the recent Digital Maga More...

Linda Zebian

Custom Pubs: Where The Money Is

 Linda Zebian Consumer - 12/20/2006-03:00 AM

The Custom Publishing Council earlier this week announced that custom publishing spending increased by more than 18 percent in 2006. This year was the fifth consecutive year that this area of publishing experienced growth.

The study, which was done along with Publications Management, reported custom publishing spending now accounts for 24 percent of the total amount companies allocate for marketing, advertising and communications. Thirty-nine percent of the companies surveyed said they planned to increase their custom publishing spending in 2007, while 48 percent plan on maintaining spending.

There is no doubt that custom publishing has become a huge money maker in the publishing industry. Brands are looking to make p More...

Linda Zebian

On The Value Of Events

 Linda Zebian Sales and Marketing - 12/13/2006-03:00 AM

This month, FOLIO: launched a new print newsletter called Magazine Event Strategies. Currently, about half (53 %) of FOLIO: subscribers work for organizations that produced at least one event in the last 12 months. The category is the second most-anticipated area of growth behind e-media, according a FOLIO: and Readex Research survey. MES offers tips on cost cutting, effective launch event tactics and behind the scenes looks into some of the most successful (and not so successful) conferences, tradeshows, parties and virtual events programs out there.

Kerry Smith, the president and CEO of Red 7 Media, has been working on the idea for this newsletter for a while now—inspired by his experience publishing Event Marketer and FOL More...

Linda Zebian

Are Association Magazines Just Flashier Custom Pubs?

 Linda Zebian Association and Non-Profit - 11/20/2006-03:00 AM

Last week at the SNAP conference in Chicago, keynote speaker, Roper Public Affairs & Media’s Justin Greeves, cited a 2005 study done by Roper on behalf of the Custom Publishing Council that reveals information about the custom publication reading habits of Americans. Greeves gave the impression that the results of the study, which reflected a generally positive attitude toward custom publications, could easily be allied to association magazines, as both types of publications are produced by a sponsoring company toward a targeted audience.

I questioned Greeves’ references and their relevance, wondering if the association publishing audience around me was doing the same thing. Finally an attendee asked Greeves if he thoug More...

Linda Zebian

More On Snap Keynote

 Linda Zebian Association and Non-Profit - 11/20/2006-03:00 AM

Ever since my last blog post, I've been trying to find out who asked Justin Greeves the tricky question at the SNAP conference. I discovered that it was Peter Banks, founder of Banks Publishing and former publisher of the American Diabetes Association's Diabetes Forecast. Here's what Banks had to say about his question:

"I asked the question because I thought Greeves' talk had the unfortunate effect of lumping together association membership magazines with giveaway custom publications from companies. The distinction is important in how we think about accountability and return on investment in association publications. If we think of them as custom publications meant to enhance member loyalty—and many associations do seem to se More...

Linda Zebian

Radar's Resilience

 Linda Zebian Consumer - 10/18/2006-02:00 AM

Radar magazine has announced it will re-launch in February. We are all aware this is the publication’s third attempt to launch and the scrutiny and skepticism has already begun to stir around the industry.

Regardless of its boomeranging trajectory, launching and folding in the same year, there has got to be a reason this magazine keeps coming back.

Perhaps we should applaud the magazine’s buoyancy, or perhaps they should just give it up. I fear the magazine will struggle as it returns to a market that is over-tapped, especially considering competition from other Web sites and gossip blogs, where everyone and their uncle is writing and commenting on what is happening in pop culture. On top of that, the brand has to More...

Linda Zebian

On The Pr/Edit Relationship

 Linda Zebian Editorial - 09/22/2006-02:00 AM

Tension between writers and PR pros has always existed. PR people love us until we push them for information or make a mistake, and editors ignore PR people until we need them to do something for us. Some words of advice from someone who has experience on both sides of the fence:

PR People: Have patience with your editorial comrades. Most of us are under a lot of pressure and sometimes we simply don't have the time to respond to your e-mail. We understand that you are just doing your jobs­­­â€”but know that we are looking for what's fresh and buzz-worthy. We don't want to cover something that's been published by everyone else. Although it may not always seem like it, most of us do appreciate all that you do for us. More...




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