For magazine publishers, mobile content has emerged as a distinct delivery platform, and maximizing the use of it is an important strategy in an increasingly fractured media landscape. Users want access to content wherever they are and whenever they want it and for a growing number of professionals that includes their mobile devices.
Articles by Bill Mickey
I never thought I'd hear the word "portal" these days outside conversation that was anything but reminiscent. Yet it's popping up all over lately as more magazine publishers obscure print brands behind a larger online brand. So what's different this time?
ideaexchange: a forum for best-practice strategies and tactics Few items are as suspect in the eyes of advertisers as a magazine-sponsored subscriber study. If the magazine is paying for the study, why would it release anything other than data that portrays it in a glowing light?
Today's fractured media landscape and its subsequent revenue opportunities is placing extra demands on magazines' publishing platforms. Publishers moving heavily into online content deployment, for example, either must update and standardize their technology platform to efficiently drive content back and forth between mediums, or devise expensive interfaces to patch together disparate systems.
As publishers move aggressively to increase content traffic flow between print and online properties they're facing the ugly prospect of reconciling the technical back-ends of what, in many cases, have been traditionally separate product lines.
Market and advertising information provider TNS Media Intelligence expects a 5.4 percent increase in total U.S. advertising spending in 2006, according to its full-year forecast. Expenditures will total $152.3 billion. Growth measured 3 percent in 2005.
Needham, Massachusetts-based information technology publisher TechTarget continues to launch programs designed to take advertisers beyond the limitations of the traditional online and print advertising campaigns.
Editors and designers are both creative types. Yet hammering out a constructive conversation about how to carry forward a design that gets to the core of an article's central theme can be a lesson in frustration.