Archives For Content creation

The New Republic had reporters sell subs in a good-humoured team building competition, but can you blame me for believing that some publisher, somewhere was really serious about having its reporters sell subscriptions?

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There’s a lesson for magazine publishers in the old-fashioned Scottish approach to Halloween – you can dress yourself up in the most fantastic digital disguise, but if you don’t deliver, you won’t be getting any treats.

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Marketing services are an opportunity for magazine publishers, but they must make sure the demands of custom content creation don’t damage the quality and credibility of their core content.

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How possible is it for smaller magazine teams to develop a multiplatform content presence? InPublishing proves it can be done with foresight and planning.

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Monocle’s Tyler Brûlé has had a pop at marketing’s current fixation with content. I agree on one level – what the hell is content? But with the huge variety of formats out there how else do we talk about what we do?

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The content creation and management process is an important element in building a crossmedia content strategy, but if you are looking for a future-proof CMS; there’s no such thing. The ideal CMS is like a unicorn, everyone knows what it should look like, but no one has ever actually seen one.

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People don’t like change. You won’t succeed in crossmedia just by sharing your digital vision, or worse Conde Nast’s digital vision. Enable your people to imagine their own crossmedia future and they are much more likely to deliver yours.

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I met with a group of senior marketing directors from some of the UK’s leading conference providers this week to talk about how magazine content strategies work for conference managers. It might not be what they signed up for, but the harder it gets for marketers to get attention the more important good content becomes.

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At the start of the year, rather than set you thinking about industry-wide trends in mobile, HTML5, or the third, fourth or fifth screen, I want to give you my prediction for your organisation: This year, you’re going to have to mind the gaps – Gaps left behind by reductions in resource and opened up by new media platforms

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A full-blown crossmedia magazine brand can be a fairytale opportunity for the commercial team it, but it can be a nightmare for the team managing content.

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