Marshall McLuhan's famous dictum tells us that the form of a medium is inherently part of the message itself. Content in printed magazine form, for example, dictates many aspects of the story-from its written style and word count to the subtleties of fixed page design.
Articles by John Parsons
With so much at stake, and so much potential labor cost involved in maintaining multiple channels, many publishers are being cautious in planning their long-term content strategies.
For many years, Folio: and Readex Research have conducted a survey of magazine production professionals—noting their preferences and tendencies on the subject of creating a finished product. This year’s survey contained a few new questions, mainly about technologies for producing digital content, as well as some new measurements of user satisfaction.
Magazine publishers—especially larger ones with multiple syndication and distribution channels—have struggled for years with finding better ways to manage and automate the use of their valuable intellectual property.
Mobile publishing is the disruptive channel du jour, for which many publishers are anxiously seeking a viable strategy. What was a relatively marginal niche for magazines—content feeds on smartphones—became a broad phenomenon with the advent of tablets in 2010. Delivering rich magazine content to portable devices is the latest opportunity—or threat, depending on who’s talking.
Remember Quark? Not so long ago, when InDesign was just a rumor, it would have been unthinkable for a publisher to design and create a print magazine without QuarkXPress.
In my May article, Creative Suite 6 and the Bottom Line, I described Adobe’s new Creative Cloud (CC) approach-licensing its applications under a subscription model as an alternative to a traditional shrink-wrap license.
In the heyday of print advertising, the rules seemed simpler. Competition from television, radio, and other forms advertising was a factor, but each medium was distinct—with its own attributes, value propositions, and measurements. The Web changed all that. Along with the suicidal dilemma of free editorial content, the Web brought in a whole new (and volatile) system of measuring success.
Every 18 months or so, designers are introduced to the latest incarnation of Adobe’s Creative Suite (CS), the bundle of nearly every major software application the company offers. Since its introduction in 2003, CS has solidified Adobe’s leading position in the high-end creative and publishing arenas, just as Office has done for Microsoft in the business world.
Ordinary Web analytics have been with us for years. The science and/or art of measuring on-site engagement has become an article of faith for marketing entities worldwide. Arguably, no other medium has more potential for direct feedback on a marketing campaign’s effectiveness and return on investment.