Staffing your technology department can be pricey. Computer guys donât get paid peanuts. For example, an XML coder can charge $45 to $65 an hour to code content for various digital uses. But itâs 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 department that is devoted entirely to creating digital products, that works directly with editorial, sales, marketing and circ.
Donât misconstrue the concept, either: IT and e-media are not one in the same. You donât want the guy that sets up your voicemail to design your Web site, itâs just not a smart business move. At the bare minimum, publishers should invest in at least one strong e-media manager. That person may cost a pretty penny, but they will be well worth it. From there he or she can train college grads and give them the skills they need to drive your Web properties to their maximum capacity.
The publication, which turns four in February, also increased its rate base in October of last year from 850,000 to 900,000 â its third rate base increase since its launch. And its total paid and verified circulation has climbed from 850,000 in 2005 to just under a million.
But other teen titles have struggled. Teen People and ElleGirl folded their print publications last year, but maintain a Web presence. Cosmogirl, which has a lower market share than Teen Vogue, enjoyed growth last year in its ad revenues, up 12.2 percent to just under $81.1 million, but its pages in book grew by just 3 percent to 794.33 from 771.36.
Seventeen, the oldest of the teen bunch, saw its pages in book dip 3.7 percent last year to 936.65 from 972.30 in 2005. Its revenues grew just 2.5 percent to $101.87 million from $99.3 million in 2005.
Whether Teen Vogue continues to be successful remains to be seen. One thing's for sure though. While other teen magazines focus a lot of attention on celebrities and/or sex, much to the disappointment of parents, Teen Vogue focuses almost entirely on fashion and that could be the key to its success. Maybe. More...
Using successful (though sometimes cheesy) reality TV as a branding outlet to reach consumers is genius. These cable networks allow the marketers at these publications to reach their demographic from an entirely different angle and there is no better way to build buzz and credibility around a brand. Bravo! More...
The second issue is a lack of space and creativity in the online ad realm. Publishers need to move beyond the banner ad and the often-ineffective interstitial and find other, more creative ways to allow advertisers to market their products and services. This could be remedied as simply as adding more video, audio, sponsorship and social networking offerings to Web sites. But publishers must also think outside the box to offer advertisers more diverse ways to reach to consumers.
VNU Business Media this week launched a job portal that will combine the resources of its entertainment, advertising and media trade publications on a single Web site. The hope, said VNU eMedia group sales director Jeff Green, is that the portal will allow VNU to take a large bite out of the $50 million employers in the aforementioned three industries spend annually to advertise jobs on major and niche job sites. Because the three different industries often look for employees with similar skill sets, VNU believes theyâll have an advantage over their competition by offering a one-stop shop for people working in advertising, entertainment and/or media jobs. And who knows, they just might.
The time has come to not only put in place a quantifiable method for setting ad rates online, but to also look for new and creative ways to make money online. Two-thousand-seven should be the year to monetize the Web. More...
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 Shoketâs job to be a role model for her readers, and get herself out there as much as possible to build the brand. Rubenstein became the face of the publication, putting herself on every media outlet to reach her target audience. Isnât that what consumer magazine editorâs strive to do every day? More...
Digital magazines are a hybrid mediaâtaking the best aspects of print and the Web and joining them together to create an online magazine experience. For established brands, going digital is another investment in the brand, but for a new magazine like this, I wonder if finding an interested audience and equally as interested advertisers might become an issue. More...
Hachette-Filipacchiâs 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 âscreenagersâ and very early 20-somethings than to the âolderâ 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 âŠ
Merry Christmas from Time Inc. and VNU
Time Inc. rounded up 27 workers from its consumer marketing division this week like a herd of cattle and told them they were no longer needed. This is second December in row Time Inc. has said happy holidays with a layoff (last year it laid off 105 workers in mid-December), as the struggling company repositions itself for the digital age âŠ
Meanwhile, VNU said this week it will cut 4,000 jobs over the next few months as its new management team positions the company for growth.
While no one would argue that both Time Inc. and VNU need to cut costs and refocus their missions, Ann and Dave could have at least waited for the New Year to lower the boom on their employees âŠ
Disapproval strikes Time magazine's âYouâ cover
Time magazine caught a lot of flack this week from journalists and bloggers for its selection of âYouâ as the person of the year. Did Time take the easy way out in not selecting an actual person for the annual honor? Probably. But the idea is not totally misguided, if not also a little self-serving. After all, there wasnât a journalist in the world this year that wasnât a little unnerved by the uprising of so-called citizen journalism.
But just as Andy Warhol famously predicted that everyone would be famous for 15 minutes, he also made the often misused quote to describe the fickle nature of the entertainment-starved public. Translation: Citizen journalism is hot for now, but whether itâs hot for good remains to be seen âŠ More...