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Tag: editorial marketing

Data-Driven Publishing Steers Time Inc. Digital Course

Big data is a big term, but there’s not a lot behind the concept itself, and no need to complicate it – collect the information that consumers provide and use the information that consumers provide. It’s that simple. Brands can take this mandate in cynical directions, but they can also improve user experience by personalizing products and tailoring content for enthusiast audiences. Data-driven publishing puts digital magazines in a prime position to do just that, and Time Inc. digital is making a push to become the best in the business, especially after hiring Chief Data Officer JT Kostman.

MinOnline recently ran a fascinating interview with Kostman – let’s start there today!

Digital Publishing Strategy: 3 Keys From Wired, Meredith, & EW

Three of the biggest names in the business recently gave us a glimpse insider their digital publishing strategy via interviews with top trade magazine min.

Let’s take a look at how Wired lengthens its audience reach with a multiplatform approach; how Meredith matches its readers up with advertisers by way of events; and how Entertainment Weekly breaks through the social noise to achieve engagement.

Allrecipes Expands Digital Publishing Strategy

Meredith’s print magazine Allrecipes is only a month old but expansion is already in the game plan. Bill Mickey writes, “After just one month in print, Allrecipes, the print extension of Meredith’s, plans to boost its rate base another 30 percent from 500,000 copies to 650,000 copies. The increase will take effect with the April 2014 issue.”

Even in the new digital landscape we’re seeing that print has a place and can be successful. It will be interesting to see what other publishers decide to invest more into print publications in the future.

Audience Development Upgrade Easy as 1-2-3

New workshop, new needs analysis, new analytics suite and consulting program

It’s been said that it may be hard to remember that the original goal was to drain the swamp, when you’re up to your ass in alligators. The process of building website traffic is complex and varied. There are day-to-day responsibilities, analytics everywhere, conflicting priorities, and more to do then any team can ever hope to accomplish.

SIPA Member Profile: Lubka Raises Profile and Issues in Canada

Lidia Lubka, publisher/editor, EcoLog, Toronto, Canada

What was your first job out of college and how did you get into this business?
After graduating with a journalism degree, while trying to find a job in publishing in Toronto (more opportunities in the U.S.), I took a position with a social services agency, organizing the agency’s archives for a book. It was sort of a publishing job, I told myself, though the pay was so low that I actually could have qualified for the social services. [Eventually,] I landed an editorial position on two legal publications with Carswell (now Thomson). After a year, I jumped ship to another publishing company, Southam (later Hollinger, now Business Information Group) where I rose from an assistant editor to publisher/editor of legislative publications, which I still am today.

Communicate Better Within Your Own Company

Yammer Helps to Facilitate Melcrum’s In-House Talk

A couple weeks ago I wrote about the rise of in-house social networks such as Chatter (from and Yammer. Both are based in San Francisco and are two of a number of new offerings in this field. (VMware, SAP, Cisco Systems, Jive Software and SuccessFactors are also promoting their products.) I then heard from our London-based member Melcrum about their usage of Yammer and had a nice conversation with online editor Sona Hathi who sent me an example of their Yammer homepage.

Basically, Yammer looks like a bit more serious version of Facebook. Where Facebook asks “What’s on your mind?” Yammer asks “What are you working on?” Where most people are smiling on Facebook, it looks like only one out of four people are smiling on Yammer. (The others have their company faces on.) Where Facebook talks about “friends,” “pokes” and “games,” Yammer lists “Company feed,” “communities” and “Groups directory.” But they both use “likes,” “followers” and “invites” and have a similar order.

SIPA Member Profile: Becker Embraces UCG Core Values

Nancy Becker, President, UCG, Gaithersburg, Md.

(Editor’s note: SIPA congratulates Nancy for being named president of UCG on April 25.)

What was your first job out of college and how did you get into this business?
Working as a reporter/analyst for a newsletter called Petroleum Purchasing Reports which tracked large public (government, school districts, municipalities, etc…) purchases of petroleum. It was 1982, and unemployment was 11% and interest rates were 13% so I was lucky to find a job. When the investors in the newsletter pulled the plug, the owners knew UCG was in the business of publishing oil pricing newsletters, and they gave it to Bruce [Levenson] and Ed [Peskowitz]. I came along with the newsletter.

SIPA Member Profile: Biehl Writes His Own ‘Classic’ Story

Rick Biehl, President and Publisher, Atlantic Information Services, Inc., Washington, D.C.

SIPA: What was your first job out of college and how did you get into this business?
BIEHL: In the early 1970s, I graduated from Columbia with a master’s in Chinese studies, and the timing should have been perfect since Richard Nixon had just “opened the door to China.” But at the time, the State Department was not looking for someone who aspired to be a communist and wanted Nixon forcibly removed from the White House. So … in the worst recession since the Depression (until this one), I hung out my shingle as a temporary typist … and two years later I was running the information/publications division of a 25-person higher education association, where I wrote lots of things, including books on nondiscrimination. In the late 1970s, I wrote a book on disability law compliance for Dick Thompson of the Revenue Sharing Advisory Service (which morphed into Thompson Publishing Group), who then hired me to launch a new company and develop dozens of new products. I started AIS seven years later.

Why Mequoda Systems Succeed: Embracing (and Bracing for) the New Prototype

The first step required to accomplish anything new is believing that it is possible

We now have 44 Mequoda Systems up and running for magazine and newsletter publishers and, happily, most are growing steadily in both subscribers and revenue.

Sadly, when a new Mequoda System doesn’t break even or show a profit within 90 days, some publishers want to quit and invest in other marketing programs, expecting a more rapid return on investment. But that’s a mistake, because almost all Mequoda Systems take from six to 18 months to really hit their stride.

Knitting Daily, a Pattern for Successful Blogging

Insight from Kathleen Cubley, Editor of Knitting Daily

Magazines, Google, Yahoo! and Online Publishing in 2007

I’ve been attending the annual American Magazine Conference since 1985, back when the conference was about magazines and brand extensions that created “ancillary revenues.”In 2006, things have become much more complicated.Historically, only a handful of magazines have ever created non-magazine revenue from television, books, events or other brand extensions that exceeded the magazines’ core circulation and advertising revenue. There are, of course, some very notable exceptions.

Using Strategic Management to Drive Publishing Profits

At dinner last night with VNR CEO Helmut Graf, Don and I learned that VNR is on path to generate €110 million this year and is expected to grow that number to €120 next year. I believe their growth is due in large part to Helmut Graf’s management style, which we define as true Strategic Management.

Helmut is a CEO who clearly leads and influences, but does not enforce or command. Most importantly, he knows when to get out of the way and allow his group publishers, or “profit center leaders” to do their jobs.