Archives For Crossmedia Content Strategy

Maybe you noticed… God I hope you noticed… the Flipping Pages Blog has been a little quiet this year. Here’s why… no excuses, just other priorities.

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Strategy will only get you half way to success in multiplatform publishing. A change in culture is what you need to go all the way.

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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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Publishers that are multitasking and asking staff to split their focus across multiple platforms need to prioritise the platforms they want to win on.

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Snow Fall’ and ‘The Jockey’ are not the future of online journalism, but lessons learned at the New York Times might offer a clue to the future of online advertising sales.

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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 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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Digital innovation means there are a million and one ways to build a mousetrap; most will not help you catch any more mice. The challenge in building a crossmedia content strategy is choosing the mix that works for your audience.

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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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