Living in Fear of My Inner ‘Legacy Editor’
So I’ve been feeling pretty good about where we’ve gotten with Folio:’s e-media offerings (and Circulation Management’s as well).
In the year and a half since Red 7 Media acquired the magazines, we have created two Web sites that magazine publishers really want to visit. Both Folio: and CM have recently redesigned their sites and both serve as the online hub of our brands;the Folio: site is packed with content, much of which is not in our magazine and much of which cannot be found anywhere else. In the MagazineSeen section, we post photos from around the industry. And want to know how much you should be getting paid? Our online salary calculators let you customize your criteria to your individual circumstances. It’s a great tool. Then there is the Folio: Alert newsletter, which we think is the industry’s best source for breaking news combined with analysis. All of the feedback we get on our e-media offerings is that they’re highly valuable to our audience. Little wonder, then, that these media channels have been successfully monetized. If we’re bringing value to the audience, the audience will be there. If the audience is there, then suppliers will want to be there too.
So why am I worried about falling behind? I read a posting on Paul Conley’s blog not too long ago about how e-mail newsletters are doomed. RSS feeds, he says, are too simple and too superior to e-mail. "RSS is a much, much better product for users," Conley wrote. "It cuts down on my spam. It updates constantly. It saves me time. It’s more convenient. It’s more flexible. I don’t have to worry about unsubscribing hassles. And it seems to me that once you try RSS, it’s impossible to go back. So I’d guess that the majority of b-to-b readers will have no interest at all in e-mail newsletters in maybe a year? Two?"
I confess that here at Folio:, where we write about leading-edge innovation, we have not moved on RSS yet. In fact, we’re discussing the launch of another e-mail newsletter. In fact, we might be behind the curve on technology. But I’ll bet most of the industry is. Consider what Stefan Tornquist, research director at Marketing Sherpa, said at the ABM’s Digital Day last month: "If your search engine optimization guy is the same one who shows up when your Excel crashes, chances are you don’t have an optimum setup."Be honest: How many of you can relate to that?
With this issue, I’d like to introduce two new Folio: colleagues, associate editor Marrecca Fiore, who will be our e-mail newsletter (and maybe RSS) editor, and assistant editor Linda Zebian, who will be handling an array of critical editorial duties.