The latest digital media publishing headlines include news from Facebook and Twitter
Digital media publishing is a challenge, but it’s a worthy challenge, because it will make you money when it’s done right.
Print media publishing is a challenge, too, and it still has a place, and always will, as far as we’re concerned.
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Print, Digital Media Publishing Balance From the Perspective of NYM
Highly recommended interview with New York Media Publisher Larry Burstein at MinOnline.com about balancing print, digital media publishing efforts.
“It had become clear that the way people were getting news and information was changing, and the magazine’s ‘weekliness’ had become less important. Readers have embraced the new biweekly schedule, and having more time with the reimagined, premium print product. In terms of advertisers, we didn’t have any who ran in every single issue, so we found that we were able to accommodate their needs within our new schedule. They understood the reasoning behind the change, and appreciate that readers spend more time with the magazine now. Of course it was a major change that took careful planning, and some getting used to,” Burstein told Jameson Doris.
“We have a massive digital audience of roughly 25 million monthly unique visitors all around the country (and the world), which we monetize through display advertising and custom content. Our print audience is centered in the New York market, and reaches a smaller (400,000 rate base) but devoted and influential readership. We find that advertisers use the two platforms to achieve different goals. … Editor Adam Moss and his talented team continue to surprise and delight readers with every issue. New York offers advertisers a unique environment that they’re excited to be a part of. What’s exciting to us is how many advertisers use both the print and digital platforms. … Video, in particular how we are ramping it up here, in a way that’s different from other magazine companies. Rather than trying to imitate formats that work on TV but don’t translate to the digital environment, we’re giving the audience what they want in social and mobile-optimized video.”
Time Inc. Taps Meredith Long as Group Publisher
Time Inc. has named veteran publishing exec Meredith Long group publisher of Time, Fortune, and Money, MinOnline reports.
“Long was previously serving as publisher of Time, where she reportedly grew revenue across the brand—including its print magazine. During her tenure she also launched an in-house creative studio, Stich. She was also instrumental in launching Time Inc.’s new Millennial-focused site Motto. In a company memo, EVP Evelyn Webster said this about Long: “Her leadership and energy at Time have been infectious, and I look forward to watching her bring those strengths to Fortune and Money,” Caysey Welton writes.
“Also promoted today was Jorg Stratmann, who will serve under Long as associate publisher. None of this likely comes as good news to now-former Fortune andMoney publisher, Eric Danetz. In the announcement the company says Danetz is leaving the role but “is considering positions inside and outside of Time Inc.”
Facebook Frees Up Posting for Branded Content
Facebook will allow publishers to post branded content on their pages, representing a shift in policy, MinOnline reports.
“Once tagged, sponsors will be notified and given the opportunity to share or promote the post. As part of the roll-out, Facebook says publishers will also have access to transparent analytics to examine how well their branded content campaigns are performing on the platform,” Greg Dool writes.
“The new policy comes with several caveats. For branded videos, pre-, mid-, and post-roll ads are explicitly prohibited, as well as videos containing third-party products, brands, or sponsors within the first three seconds or “persistently throughout the video,” including title cards and graphical overlays or watermarks. Banner ads are not permitted on photos, nor are any ads permitted in cover photos or profile pictures.”
Twitter Lagging Behind Other Platforms, but Does That Make It Less Worthwhile?
We love Twitter, and before we going on here with this report from MinOnline, know one thing: For niche publishers, many of whom comprise our Mequoda Member roster, Twitter will always be a worthwhile platform. Why? Because it represents pure promotion of content among enthusiast audiences and likeminded media.
“When comparing Facebook, Snapchat, YouTube, Instagram, Pinterest and Twitter, the writing is clearly on the wall for publishers – Twitter is not your best bet to engage readers. Out of the six social platforms, Twitter’s average user spends less than 3 minutes a day on the platform, compared to Facebook’s astonishing 30.3-minute average,” Welton writes.
“News like this can’t be good for Twitter, who has already seen its valuation reduced by $20 billion over the past 12 months (down 60% since its IPO). This, of course, is great news for the relatively new kid on the block, Snapchat. Snapchat now ranks second in engagement, above YouTube, which benefits from variable video lengths and binge watching.”
Which digital media publishing news are you following? Let us know in the comments!
To read more digital media publishing news, visit MinOnline.