Decades after the first mobile phone was introduced, users finally are being offered plans that allow them plenty of talk time for reasonable monthly fees. That said, phone companies have found ways to nickel and dime us. Monthly Internet charges of $15 a month are the norm, as is a $5 a month unlimited text messaging usage fee, and then thereās the $1.99 a month some will spend for a ringtone, another $1.99 a month for a call tone, $1.99 for a screensaver, a $10 a month fee for unlimited picture downloads ā¦ you get the idea.
The nickel and dime-ing leaves little left-over, especially for teens with limited budgets, to pay for magazine articles that more than likely can be read for free on the Internet. Still, thereās lots of money to be made by publishers in the mobile sphere. For one, they can offer their own screensavers, wallpapers, picture downloads and ringtones for nominal fees, and many are. And, as far as news articles and text messaging alerts go, there are plenty of advertisers willing to sponsor such content enabling publishers to offer it for FREE.
Laura Marriott, the executive director of the Mobile Marketing Association, recently told Folio: Publishing Technology that marketers are spending upwards of $78 million a year on mobile advertising and that dollar amount is likely to grow in the years to come.
Similarly, Tom Burgess, CEO of Third Screen Media, an ad network devoted to the mobile medium, told Media Post earlier this year that mobile phones are more inherently personal than any other medium and conducive to effective ad targeting. And personalization, targeted marketing and interactive marketing are all key to successful mobile advertising, says Marriott, and publishers willing to work with marketers to achieve the targeted interaction they seek will more than likely reap the benefits of those ad dollars into the future.
Perhaps we should applaud the magazineās 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 reestablish itself and offer something new because obviously whatever they were doing before wasnāt quite working.
I wonder, does it deserve to come back? How many times is too many? And, most importantly, has it lost its credibility? More...
What was great about the breakfast is not just what Skipper talked about, but how he presented it. Skipperās one of those rare people who is as entertaining as he is intelligent. Heās what my husband would call a āreal cool dude.ā To put it simply, heās a real funny and personable guy and knows how to use his sense of humor to keep the crowd focused and draw them into what heās speaking about.
One statement Skipper made particularly resonated with me. Speaking about his experience in the magazine industry, Skipper said this, āMy experience with magazines has served me well. I get to work on things I know nothing about. I donāt think I had ever been on the Internet and I was hired to be in charge of it.ā
Those few sentences speak volumes. People are always saying itās an exciting time in publishing right now because of the new media evolution thatās taking place. But itās actually an exciting time for people who work in publishing, especially on the editorial side. Because the digital media evolution means that weāre no longer just writers, reporters or editors.
I interviewed a woman named Kristin Campbell back in August for our Folio: Publishing Technology e-newsletter. As the editor of DSnews.com, sheās a great example of being more than just an editor because, in addition to writing and editing copy daily on her companyās Web site, she also shoots and edits videos, takes pictures, and anchors and writes a daily newscast.
Thatās whatās so exciting about publishing right now. Weāre no longer just editors. Weāre Web site and e-newsletter designers. Weāre videographers, photographers, bloggers and whatever it is that you call someone who creates content for mobile devices. To some, that might be overwhelming. And it might be looked at with dread and the feeling that it is just that much more we have to add to our already busy days.
But to the rest of us, itās a journey. Itās the chance to do a million different things. Is there a chance that some of us will over extend ourselves in our zeal to do everything and be everything? Yes (Iāve been guilty of as much).
As journalists, most of us have always had the opportunity to write about things we know nothing about. Today, we have an opportunity to work on things that we know nothing about. What could be more exciting than that? More...
Paul Conley wrote a terrific item on e-media ethics on October 3, riffing off a recent Folio: magazine article, but also updating a recurrent theme on his blog. In the past he has covered this topic extensively, including September 25, August 23, , and November 15, 2005.
It wasnāt so much as the fact that he referred to a story of ours. Conleyāmore than ASBPE or ASME, in my opinion, has been really working the ethics issue, taking offenders to task and laying out a reasoned, and unwavering direction for those grappling with what is acceptable and what is not online.
Meanwhile, a b-to-b blogger of significance, David Shaw, appears to have gone dark. His blog at B-Or-Not-to-B is gone after sitting dormant for a month and a half after a post about Penton Media in mid-August. I e-mailed David a while back, and there was no response. If heās stopped blogging, heāll be missed. David is one of the astute observers of this industry.
Meanwhile, I like what I see from American Business Mediaās Sara Sheadel on ABMās Mediapace blog. I think sheās posted only three times, but each combines insight, wit, a clear, clean writing style and a point of view. Plus one of her posts had video. Nice work to Sara at Mediapace.More... More... More...
And speaking of those CEOs, a thought occurred to me that I left out of the editors note for that August issue: When you as an executive sign up to work with private equity -- such as Bob Krakoff at VNU or Paul Mackler at Cygnus -- the CEO, even as the high-profile frontman, even as someone who gets wealthy if things go right, remains an employee, serving at the pleasure of the PE firm.More...
First thought: Even through the digital workflow promised at its inception eight or nine years ago to be faster, less-expensive, more flexible, it never promised to solve the problem of standards for advertising, and sure enough, itās still a big problem. Whatās happened is the bugs and glitches from the film-production process have morphed into the bugs and glitches of digital production.
In many instances, the problems are the same, just caused by new processes. Thatās ironic. The challenges are universal: Whether a small boutique agency or Draft FCB, a small printer or R.R. Donnelley, a regional publisher or Time Inc., the problems come down to poor color reproduction, proofing, odd cases of logos dropping out and more.
Hearstās Jerry DāElia had it right in a session on liability when he said, āOne of the greatest frustrations I have is when people say the file was ātechnically okay,ā but something happened in the RIP.ā No one is responsible, and Iām stuck with a makegood.ā
Nan Gelhard, ad manager for Summit Racing and a moderator of one of the panels, said that āthe hurdles to workflow are human ones,ā but I think thatās only partly true. Training is important, but the larger hurdle is this: Overcoming the hodgepodge of ever-changing, narrowly applicable standards that create a cacophony in the market.
As long as there is no ironclad standard overseen by an organization like IdeAlliance, applicable throughout the supply chain, youāll have fonts bitmapping and logos inexplicably dropping off an ad. More...