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MPA Recycling Campaign: Small Steps To Help Combat A Big Problem

 Marrecca Fiore Design and Production - 03/09/2007-03:00 AM

No one would ever describe me as an environmentalist. I have a deep appreciation for the beauty and tranquility of the Rhode Island coastal community in which I grew up and would love to see it preserved for generations to come. But I also think the noise and the garbage and the graffiti is a small, but important, part of what makes New York the greatest city in the world and I really wouldn’t want to see that change either.
That said, I think the Magazine Publishers of America has the right idea in mind with the recycling campaign it launched earlier this week. The campaign is simple and straightforward. It doesn’t preach doom and gloom. All it does is remind readers that they can toss their magazines into the bins with the re More...

Internet Aggregation Etiquette

 Marrecca Fiore emedia and Technology - 02/16/2007-03:00 AM

In the Internet space, there are no competitors. Publishers have realized that to best serve their audiences online they must aggregate their own content, as well as the content of others, including their competitors. However, one rule of thumb remains, if you’re going to aggregate someone else’s content, you must link back to the story you’re citing.

Let’s face it. None of us want to drive traffic off our sites. However, if readers come to know our Web sites as the place where they can get all of the news and information they’re looking for, they’ll visit us daily AND hit the backspace key after reading the articles we link to.

I bring this up because a couple of weeks ago Folio: ran a story in its newsle More...

Online Ad Spending Expected To Increase, Time To Monetize The Web

 Marrecca Fiore Sales and Marketing - 02/06/2007-03:00 AM

Marketing firm Outsell’s 2007 ad spending report shows that online ad spending is expected to grow almost 18 percent this year and, as I’ve said before, now is the time to monetize the Internet.

Among the findings of the report, which surveyed more than 1,000 ad executives, are that advertisers are expected to boost their spending on sponsored content by 38 percent, on trade or b-to-b Web sites by 30 percent and on Webinars by 28 percent. Advertisers are also moving their money into vertical search, to grow by 18 percent, and their own Web sites, to grow by 17 percent.

But the survey also found that advertisers are planning to reduce spending slightly on pay-per-click advertising, in part, because of the click fra More...

Time Inc. Frenzy Ends?

 Marrecca Fiore Consumer - 01/26/2007-03:00 AM

So the excitement is finally over. Maybe. Between its layoffs and the sale of 18 of its magazines, Time Inc. has had no shortage of headlines over the past few months. Whether the company is done laying off remains to be seen, but at least the question of who will buy the magazines from its Time4Media and Parenting groups has been answered. And the sale of the publications to Bonnier Magazine Group and their merger with World Publications is good news for Time Inc. and for the magazines it's shedding.

For one, it gives Time Inc. executives the opportunity to focus their full attention on repositioning the company for multimedia growth. Time CEO Ann Moore has had to deal with a tremendous amount of pressure in the past few months f More...

On Franchise Issues

 Marrecca Fiore Audience Development - 01/19/2007-03:00 AM

An analysis of publishers’ statements filed with Audit Bureau of Circulations revealed that while some franchise issues, like the Sports Illustrated Swimsuit issue, are wildly popular with consumers, others are not.

But that shouldn’t de-value the importance of special magazine issues. There’s a great many people who each year look forward to People magazine’s 100 Most Beautiful People list, as well as Forbes annual Investment Guide. Instead, magazines should look for ways to tweak their formula to meet the needs of the consumer.

Or, even better, publishers should do what Forbes is doing, making its annual lists of Billionaires, Most Powerful Celebrities, Top Companies to Work For, etc., a true multimedia expe More...

Teen Vogue Finds Success With Readers And Advertisers

 Marrecca Fiore Consumer - 01/12/2007-03:00 AM

Whatever the right formula is for attracting and keeping a fickle teenage audience, Teen Vogue seems to have found it. At a time when teenagers are turning to the Web for most of their news and information, Teen Vogue continues to find success with both readers and advertisers.

According to the latest Publishers Information Bureau statistics, Teen Vogue increased ad revenues in 2006 by 31.1 percent to just under $101.83 million, up from $77.67 million in 2005. Pages-in-book for the teen title increased 22.3 percent to 1,223.44, from 1,000.36 in 2005.

The publication, which turns four in February, also increased its rate base in October of last year from 850,000 to 900,000 – its third rate base increase since its l More...

Monetizing The Web In The New Year

 Marrecca Fiore emedia and Technology - 01/05/2007-03:00 AM

A Folio: and Readex survey conducted last year showed that print remains the dominant revenue stream for publishers. That’s in spite of the fact that print advertising is declining and both readers and advertisers are flocking to the Web. Much of the problem stems not from a lack of investment in online media, but from a lack of understanding on the part of publishers on how to monetize their Web properties.

The issue is two-fold. For one, setting print advertising rates is second nature in the publishing industry and is often done using a rate base or by using paid or controlled circulation models. But setting advertising rates online is more difficult and publishers often find themselves with the quandary of whether to set More...

A Not So Shocking Week

 Marrecca Fiore Consumer - 12/22/2006-03:00 AM

Another week has passed and another magazine has closed, more people in publishing lost their jobs, and Time magazine was criticized for an idea it was all too proud of.

Shock shuts

Hachette-Filipacchi’s attempt to bring a gory photojournalistic magazine to the newsstands failed. Not a big surprise. The graphic-heavy, text-light publication is much more appealing to “screenagers” and very early 20-somethings than to the “older” print-reading set, which is why Hachette will keep the effort going online via its ShockU Web site and scrap the print publication. The effort serves as another reminder that young people want their news and entertainment for free …

Merry Christmas from Time Inc. and VNU< More...

Folio: Show: Know Your Mission, Know Your Audience

 Marrecca Fiore Editorial - 10/27/2006-02:00 AM

Know your mission statement and know your audience, said Debbie Bates-Schrott, president of Bates Creative Group, Monday when discussing how to match great edit with great design during the opening session of the Folio: Show Production and Design track.

It was a message repeated more than once throughout three days of sessions at the Folio: Show, raising the issue as to how many of us in the publishing industry really knows the mission statement of our magazines and who our audience is? How many can say, I know this is who we are and this is who reads us weekly, monthly, daily? My guess is not many.

Even the most simple of mission statements can become muddled as we search for news and information to fill our pages, More...

Mobile News: A Dish Best Served Free

 Marrecca Fiore emedia and Technology - 10/20/2006-02:00 AM

Mobile publishing is huge right now. And why wouldn’t it be. With approximately 1.6 million Internet-enabled cell phones in circulation in the U.S. alone, publishers would be crazy not to post their articles and other content on mobile platforms.

But mobile versions of news and articles are best offered for free. Publisher Hachette Filipacchi figured that out and launched or is in the process of launching mobile sites for five of its magazines, including Elle, Shock and Car and Driver, that will be completely advertiser supported. Businessweek and Runner’s World are other publications that recently announced an advertiser-supported mobile endeavor to be offered free to consumers. But for those publishers still charging mo More...

On Being An Editor

 Marrecca Fiore Editorial - 10/09/2006-02:00 AM

I’m really glad I had the opportunity to hear and see John Skipper, executive vice president of content at ESPN, speak at MPA’s “Breakfast with a Leader” last Friday at the University Club in New York.

Skipper was invited to speak about how he’s learned to effectively create and place content throughout all of ESPN’s platforms, which include television, radio, publishing, mobile and, even T-shirts, to name a few.

What was great about the breakfast is not just what Skipper talked about, but how he presented it. Skipper’s one of those rare people who is as entertaining as he is intelligent. He’s what my husband would call a “real cool dude.” To put it simply, he’s a real funny and personable More...

The Internet: A Blessing And A Curse

 Marrecca Fiore emedia and Technology - 09/20/2006-02:00 AM

Having started my journalism career more than 10 years ago, I often wonder how I gathered information for my articles before the wide-spread use of the Internet. (In my first reporting job, I used a word processing program and had no Internet access at work).

Now fully acclimated to the Web, with top-notch, computer-assisted reporting skills (well, sort of), my first reporting job remains a mystery. How did I look up phone numbers? Find experts? Research topics? The Internet is great for all of that, but it has its drawbacks, as well.

Instantaneous, real-time news, often seen as blessing in the Internet age can be curse, as well. While it offers our audience news as it happens, it also sometimes frazzles t More...

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