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by Don Nicholas on April 22, 2013
Public relations had not changed much until the popularity and reach of the Internet increased.
In the days before heavy Internet usage, many publicists turned to media relations. In addition to communicating with their public, they would attempt to secure coverage in magazines or newspapers whose readership would be interested in information.
Today, public relations professionals, editors, bloggers and content marketers can spread their newsworthy information through distribution sites and social networks.
by Mary Van Doren on April 23, 2013
On a day when journalists were rising to the occasion as they are rarely asked to – as the city of Boston hunkered down in lockdown and a manhunt was under way – I was proud to be associated with the magazine industry.
Some of the oldest, most venerable and presumably staid publications were doing something their founders certainly could never have imagined, as they reported on the news in real time, on a medium that’s broadcast instantly into homes and tiny handheld communication devices all over the world.
My assignment last Friday was to review the app created by The Atlantic, a 156-year-old publication that was born from the minds of Boston’s intellectual elite – hardly a publication you’d expect to be leading the way in any creation of the 21st century.
by Amanda MacArthur on April 24, 2013
What’s the source? Well, it’s no big mystery. It’s simply that all editors and copywriters are veteran thieves. They all study, admire and copy each other’s work. Maybe that’s why they call it copywriting.
The average Internet user is bombarded with dozens if not hundreds of email subject lines every day. Most of us have developed an anti-headline defense and tune out when we sense an email subject line is trying to sell us something.
For both news articles and advertising, 75 percent of your success is gated by your headline. If the headline does not convince the user to read on, all is lost.
by Mary Van Doren on April 25, 2013
Today, before I dive into subscription website publishing, I’d like to give a shout-out to the Boston Globe for dropping its paywall throughout the Boston Marathon crisis. I doubt that anyone from the Globe will read this blog, but at least Mequoda’s readers from all around the world can appreciate this act of community service.
In fact, after the experience of the Marathon crisis last Monday, the Globe added a live blog to its site that is available to all readers, including non-subscribers.
The Globe erected its paywall in September 2011. By contrast, the subject of today’s post, Martha Stewart Living, presumably because of its enormous brand recognition among consumers and the advertising that surely flocks to its pages, has no need of a paywall.
Or does it?
If you have only a nominal understanding of digital publishing, or none at all, you must attend the Internet Marketing Intensive.