Archives For Content management

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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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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The misconception that the average editorial team generates less content than it used to is not as mental as it first appears. It stems from the obvious decline in the number of print pages published and a complete failure of the publishing industry to properly measure digital content output.

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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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We don’t live in a perfect world. We don’t have blank cheques or the luxury of starting from scratch. Build your crossmedia content strategy around the content you produce; how you produce it; and what your customers – audience and advertisers – want.

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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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