October 2006

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Going Broad With ‘Gateway’ Web Strategies

Once happy to dice up niches within a market, some publishers are merging related brands online under an umbrella site to leverage their expertise within a broader market experience designed to give readers and advertisers a one-stop shop for content...

Inside the Print Media Plan

The marketing mix has changed over the last few years, with online advertising, in particular, growing at an impressive rate. No news there. However, as a result, magazines have receded into a new position as just one;and no less important;component...

Getting a Project Greenlighted in a Big-Company Environment

While many media companies claim to have an entrepreneurial spirit, it's hard to push new ideas in a corporate environment. However, there are specific characteristics that companies can utilize to encourage their staff to present new ideas, whether product or...

Building Brand-Powered Partnerships

by Chris Meyer In case you've been sleeping for a few years, here's your wake-up call: Every company is a media company. That's right. You and the rest of the usual suspects no longer have a monopoly on "media." Every...

How Much Financial Transparency Is Too Much?

In 2000, my former company, 101 communications, made about six acquisitions, and in every case, top management met with the employees of the acquired company to answer their questions.

Going Generic

A cover strategy begins with the decision on which of three cover approaches to use: journalistic, conceptual or generic. Journalistic covers are informative and direct. What you see is what you get. If Angela Hoofer is on the cover of...

Edit & Design: Making the Marriage Work

Magazine production often seems like a round-robin of conflicting agendas. Editorial wants as much time as possible to complete its stories while the design team calls for edit to turn copy around faster so they can begin to put it...

Managing Content in the Information Age

At a time when most of the content from magazine publishers can be accessed with the click of mouse, the need to manage that content is all the more important.

Cross-Promotion: Driving Readers Across Multiple Platforms

In an age when publishing products run the gamut from print to online, mobile to events, separate audiences and separate advertisers for the different platforms of the same brand no longer work. Publishers now realize it's necessary to drive their...

2006 Consumer-Magazine CEO SURVEY

Although profits remained relatively flat for consumer publishers between 2005 and 2006, especially compared to soaring costs in paper, postal and production, consumer magazine executives seem optimistic about online initiatives and increased spending from both new and existing advertisers boosting...

Wild, Wild Web

Last month, magazine industry consultant and blogger Paul Conley took VNU's Mediaweek to task for placing hypertext ad links into the body of news stories on its Web site [paulconleyblogspot.com, "Mediaweek blurs the lines between ads and editorial."]

Reining In Magazine Sprawl

Times have changed for Country Sampler. Launched in 1984 in the basement of Mark Nickel, then a managing editor at a Chicago-based publishing company, Country Sampler began as an alternative for mom-and-pop craft shops that couldn't afford to advertise in...

Who Should You Hire? Journalists or Market Pros?

When the American Institute of Public Accountants announced that it was relocating its operations from the New York/New Jersey area to North Carolina (a move that will save $100 million under its new lease, according to the association), the editorial...

Are You Chasing Print When You Should Be Selling Other Media?

In sales, one of the perennial truths is that publishing organizations are chasing revenue this time of year, frequently against a projected budget shortfall. Another thing that hasn't changed is that marketers cut back when their own companies are tracking...

Leveraging Online Communities

Dale Dougherty and Dan Woods, Make:'s editor/publisher and associate publisher, respectively, knew they had a good thing going when Natalie Zee blogged about knitting on Make:'s Web site. "It was one our most popular posts of the week," says Woods....

Avoiding the Same-Old, Same-Old in Ad Sales

Despite the touchy-feely nature of the content, Disney Publishing's parenting title Wondertime launched into a fiercely competitive market, ready for battle. The 300,000-circulation magazine;a quarterly, soon to be bumped to a 400,000-circ bimonthly;has been continually breaking not just new advertisers...

MeritDirect

MeritDirect 333 Westchester Ave. White Plains, NY 10604 P: 914-368-1000 www.meritdirect.com Rob Sanchez President, List Management and Interactive Services MeritDirect

Closing the Loop with Advertisers and Readers

Soap Opera Digest, the 500,000-circ window into the soap opera industry, has taken an active role in closing the deal between the magazine's readers and its advertisers. Through a partnership with Wal-Mart, now in its second year, publisher Linda Vaughan...

Behind a Consumer Enthusiast Launch

These days it seems as if there is an enthusiast magazine for every interest out there. Whether consumers are hopping on the latest Pilates craze or have been wine connoisseurs for years, a number of enthusiast titles are available and...

Behind the Numbers

Whether out of simple ignorance or calculated deception, publishers sometimes misrepresent the traffic to their Web sites. These inflated figures can give a false impression of how popular the site actually is;resulting in highly skewed metrics for marketers or prospective...