Network execs, client-side reps, and ad folks crowded the Televisual Expo organized by the Collaborative Alliance in New York City’s financial district last week.
The small but crowded tradeshow featured 50 vendors of heavyweights, such as DirecTV and Comcast, and newbies such as Tapjoy, which FastCompany featured last month in its list of most innovative firms.
It remains to be seen whether tablets are the future of publishing or not, but one thing is undeniable - they will be an increasingly important part of the publishing landscap
So it's no surprise that major publishers like Conde Nast have been investing heavily in making sure their publications are available on devices like the iPad.
Forget 'audience', 'unique visitors' and 'page views.' Thanks to social media, more and more brands are looking to base media buys on new metrics like 'influence.'
Take, for instance, the brands that are turning to the Influencer Network put together by Condé Nast's Vogue.
AdWeek describes the Influencer Network as "a panel of some 1,000 women deemed to have sway over other women, based on how active they are on social networks like Facebook and Polyvore, a fashion site where people create collages of outfits and share them with other members."
Many print publishers hoped that the iPad would do more for them than it has done thus far, but that doesn't mean that the iPad, and tablet computing in general, doesn't have potential.
The challenge: figuring out a strategy that works. Trying to charge more for your newspaper on the iPad than it costs in print doesn't seem all that sensible, and creating tablet-only dailies doesn't exactly come off as a smart investment given the economics of the publishing business today.
However, Condé Nast might have stumbled upon a concept that might be a viable
part of a larger strategy: take old, existing content, repurpose it and
sell it as a new product.
While conventional thinking tells us that tech geeks and early adopters
tend to have a Y chromosome, research shows that women are increasingly
the most prolific users of hardware and networks, spending more time
online and engaging more often and more meaningfully.
With the launch of the Glamour Magazine app, Conde Nast is taking steps to engage this important market more directly.
Last week, I wrote about popular user-generated news site Reddit,
which, despite being owned by Conde Nast, finds itself having money
To solve them, at least temporarily, it asked for donations. And it got
plenty of them -- approximately 6,000. Calling the fundraising campaign a "triumph," a member
of Reddit's team also wrote, "It's given everyone involved with reddit
a good kick in the pants right when we needed it."
Making money online isn't always easy, especially when you run an ad-supported business. And that's not just true for the small fries; it can be even more true for popular, heavily-trafficked sites.
That's the case for Reddit, the popular user-generated news site. It was purchased by Conde Nast Digital in 2006, but a blog post last Friday indicates that all is not well at Reddit.
Conde Nast may have stumbled upon a new way to digitize its popular brands that can no longer sustain a full magazine publishing schedule. Media companies large and small rushed to get their magazine content on the device at launch, but Conde Nast is hoping to resuscitate the dearly departed Gourmet with a new iPad app that will not rely on sharing magazine content.
Ruth Reichl, the magazine's well-respectd former editor wrote on Twitter this morning:
"They're reviving the brand, not the magazine. Pity."
In fact, it could be just the opposite. But Conde Nast will have to get a lot of things right for the app to suceed.
Magazine and newspaper publishers hate it when websites undercut their prices online, but it looks like they have a different opinon when it comes to ad creation. Last week Conde Nast announced it would start creating ads for brands — on its properties and elsewhere. The move is sure to step on the toes of agencies who pride themselves on doing just that. Now it looks like other publishers might follow suit.
Competition is always tough amongst ad agencies. And soon it may get even tougher. That's because media companies are moving in on agency territory.
In an article discussing Conde Nast's new creative services offering, AdAge's Brian Steinberg points out that "no one can really say they corner the market on how to make things work in paid
search, social media, or mobile marketing." So some media companies are likely to follow Conde Nast's lead in taking advantage of their unique positions to expand their relationships with marketers, and, they hope, their bottom lines.