Expanding Your Content’s Reach In a Post-Print Era
A Q&A with Doug Grinspan, associate publisher of WIRED.
Multiplatform content is everything in a post-print era. And although print is still chiefly responsible for driving magazine revenue, digital dollars are catching up quickly and publishers are finding more ways to reach and engage quality audiences. Here, Folio talks with Wired’s associate publisher, Doug Grinspan, about how his brand is getting the most out of every platform. Grinspan will be a speaker at the min Day conference, May 12.
Folio: In what ways are multi-platforms impacting distribution and scale?
Doug Grinspan: Maintaining focus and success within all of the Wired channels takes effort, discipline and a keen understanding of the vernacular and dialog that works best for each. Social mediums, for instance, might be exposed most reliably with text, image or staccato-shot video, but all of this titrates down to both having a trusted editorial staff who speaks the language of the medium and a trusting audience that has an appetite to consume their content in that chosen medium. All of this occurs in a mix of intent and accident, trial and error, reaction and challenge. When this really starts to hum and medium-focused work becomes medley-expansive work, you have a big problem statement on your hands: how to capture attention with regard for message, mode and medium.
Notably, this is the only question we are looking to answer. Having and embracing over 60 million touch points across print, digital, social and mobile makes it easier to experiment and get it right at scale. Seems to be working as February saw our largest omnichannel audience in Wired's history.
Folio: How are you packaging integrated deals for advertisers across channels?
Grinspan: While we receive our share of media-only requests, all of which now take advantage of our newly launched and ReWIRED Web experience, over 30 percent of our client programs contain an integrated element. Last month, Wired secured our largest such deal ever: working with Nokia to build a year long media, content and event schedule focusing on a new #maketechhuman initiative. This created a unique and exciting challenge for Wired to dive into the conversation surrounding the excitement and fears of a more technologically reliant future—as only Wired can elucidate.
Encompassing structured components ranging from a Reddit AMA to a custom social aggregator and digital hub, from an event series across TED and Wired's own Business Conference to short form narrative and longer form documentary video, from supportive print inclusions to rich media solutions across screens, our marketing and revenue leadership leaned into the full coterie of Wired extensions—deftly and deliberately. It's been over 20 years since our Hotwired predecessors created the first banner ad and to create such groundbreaking work today is a testament to that early lesson: seize the next medium…seek a lasting impression.
Folio: Are you segmenting audiences from platform to platform?
Grinspan: Absolutely. With each of our vibrant channels we see variation and a somewhat surprising lack of overlapping eyes. Our print circulation has less than 6-percent overlap with our digital audiences and both maintain intrinsically similar demographics: affluent, interested and informed individuals looking to empower themselves with perspectives on what will matter a year from now, today, across business, design, gear, science, security and entertainment.
In the early days since site relaunch (on March 1), it's been incredibly exciting to see how some of our hypotheses have netted out: longer time spent across each of our screens, expanded interest in exploring our ad products as they have been redrawn and sewn anew among our editorial pixels. For instance, we're witnessing more time spent with our above and below the fold ad experiences. Put another way, our Web audiences are more open to testing out our first date ads (appearing immediately onscreen) and our second date ads (those that require some deeper attention and exploration within article pages, section index pages, etc). While we had meaningful data stories and profiles for our typical consumers beforehand, the revamped site architecture allows for even stronger alignment and direction for our editorial teams and as a result, the community of brand advertisers who play within our pages.
Learn more from Grinspan at the May 12 min Day conference, where they'll explore multiplatform content and everything else impacting magazine media in 2015.