Archives For Content creation

Magazine publishers should be looking for ‘Transaction Editors’ to take care of the commas and engage audiences, join the dots between relevant pieces of content, highlight the ways content can be accessed, even purchased, and encourage social sharing and amplification.

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Explainer journalism sites might seem like they are only for news junkies or science and technology geeks, but there’s an opportunity for every magazine to build their digital presence by helping readers understand more about their specialist niche.

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Archive stories can be made fresh again by finding a new perspective and releasing the narrative details carefully to keep the reader guessing, even around subjects as well known as the atomic bombing of Japan.

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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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