Print and Online Publishers are Trading Cards Like Nobody’s Business

Digital publishing news for June 27th, 2013

IDG and LinkedIn are getting cozy with a partnership that will help LinkedIn expand their content development efforts. “Under a ‘Hosted Technology Group’ program, IDG will set up a LinkedIn group based on any number of IT market verticals, such as virtualization, mobile, cloud computing, and so on,” reports FOLIO. “Marketers can sign on for a one-year exclusive sponsorship of the group. Services include a dedicated IDG group manager, daily content, curated and managed discussion topics, ad placements and client-originated content marketing opportunities.”

In terms of sponsorship, Charles Lee, a SVP at IDG says, “Sponsors get exclusive sponsor attribution, branding, and exclusive ability to control all elements of the right rail including display ads, videos, slideshare presentations and resource library.” As LinkedIn needs more partners to generate content, publishers should notice a big wide open gap available to them, like, now.

Another print to web transition at US Weekly

Speaking of paving paths between legacy publishers and native online publishers, yesterday we talked about New York Times VP of advertising, Seth Rogin, who is leaving the company to become the newly created chief revenue officer at Mashable.

Well, Lara Cohen, US Weekly‘s editorial director is now is leaving Us for Twitter – as their TV talent manager. There was a time when we worried that print professionals weren’t making the print to online transition fast enough, but it seems that they’re now taking it to a whole new level – by abandoning print altogether!

And it’s no wonder when you hear stories like the Chicago Sun-Times laying off their entire photography staff back in May. Job security instead of  job loyalty is major trend in times like these!


Twitter Asks Newsroom to Landscape

And who’s this social network bossing around legacy publishers? Well, it’s Twitter, and they’re just trying to help!

Twitter’s CEO thinks we goes together like peas and carrots. “We think of Twitter as a global town square. We don’t do journalism. We don’t report tweets that come in. We’re very complementary to news organizations”, says Twitter CEO Dick Costolo. “With about a billion tweets produced every two days, it’s more important than ever for news organizations to filter out the noise and promote links that are credible and useful, particularly during times of crisis and other events that spur heavy volumes of tweets,” he said, as reported by USA Today.

Twitter already has a Twitter for Newsroom resource available to journalists with freebies as niche as Twitter Best Practices for Sports Journalists.

New York Times email performs well in spam filters

And in completely unrelated news, the New York Times is apparently at the top of the class when it comes to getting rescued from spam filters by its subscribers. They looked at 1 billion email messages to measure the This Is Not Spam (TINS) rate—the rate of when people go fishing in their spam box, see something that doesn’t belong there, and hit the “this isn’t spam” button. This also tells us that the Times actually hits the spam box often though, doesn’t it? To have a high rescue rate, you have to have a highly confuzzled delivery rate, right?

ReturnPath is positive though. “The New York Times includes actual news in its subject lines to grab the reader, clearly identifying contents and providing tangible value even before the message is read” which is why it often gets rescued from the spam folder.”


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