Is achieving integration of print and digital publishing the pursuit of the Holy Grail? Well, it certainly sounds nice listening to a publisher talk about burgeoning digital revenues in multiple channels, alongside beautiful print products.
Verdens Gang is a Norwegian newspaper with a daily circulation of more than 200,000, in a population of 5m. Across print and digital, 1.8m people use VG daily.
At Digital Media Strategies 2014, editor-in-chief and CEO of VG Torry Pedersen gave the lowdown on how they integrated print and digital effectively, along with how they monetised smartphone and tablet content.
Culture is the key, as is so often the case in disrupted industries where big brands have to adapt and are competing with pure-plays that have started on the right foot.
Torry used the analogy of Haile Gebreselassie vs. Usain Bolt to describe print and digital. They both run but they run in very different ways and they shouldn’t have the same training regimen. The same can be said of magazine-style high quality print products compared with the fast-moving multimedia world of online news. The two teams can’t necessarily work together.
That’s why from 2000 until 2011, everything at VG was separate for print and online, from ads to editorial. In 2011 the two were joined back together once again.
The same thing happened with mobile and desktop, the two had separate ad sales and technical teams from 2010 until 2014 (though the same content team). Now ad sales and techies across desktop and mobile are integrated.
So what are the challenges that VG has overcome and how is it moving forward?
Net-A-Porter has unveiled a new print magazine named Porter as it seeks to build on its reputation as a destination for fashion news and advice, rather than a straightforward ecommerce site.
The idea of brands being publishers is nothing new in the age of content marketing, but it is still uncommon for a pureplay online retailer to launch a global magazine.
However company founder Natalie Massenet said at the magazine’s launch this morning that “Net-A-Porter is a media group, and we love print.”
Porter is due to be published six times a year with 400,000 copies of each edition made available across 60 countries, so it’s clearly a huge investment for the business.
The magazine will be shoppable through the Net-A-Porter app, but as it doesn't hit shops until tomorrow the app isn’t yet functional. I’ll do a full user test in the near future though.
It isn't always easy to find what you want in the app store, or to browse for apps that might not be in the charts.
With this problem in mind, Magvault brings together digital publications, to be perused on a digital newsstand.
I chatted to Neil Morgan, Founder of MagVault, to find out more about the service.
The past decade has been tough for newspapers, but many newspaper execs are arguably more upbeat about the future than one might expect.
There may be a need for that optimism, but it might also be completely unfounded if new figures about newspaper revenue in 2011 are any indication.
For nearly 250 years, Encyclopaedia Britannica has been a household name. Once the encyclopedia of record, chances are your family had an Encyclopaedia Britannica set sitting on the bookshelf, or that you've picked up a heavy volume at school or the library.
Yesterday, however, Encyclopaedia Britannica announced that it's going all digital and will no longer be a print publisher.
Two ex-Hill & Knowlton executives have launched PRINT, a new measurement system that aims to show significant correlation between social media footprint and value & growth.
Similar to the likes of Klout, PeerIndex and Kred from PeopleBrowsr, the PRINT methodology measures five key attributes of social media ‘performance’: popularity, receptiveness, interaction, network reach and trust.
For journalists, the present day may seem like both the best of times and the worst of times.
Traditional news organizations, disrupted by the internet, are
struggling, making it harder to turn journalism into profit.
But at the
same time, change brought about by the internet is creating exciting new
opportunities for journalism.
Online, 'linkbait', well done, is a proven source of traffic. Those catchy, often scandalous-sounding and sometimes deceptive headlines, coupled with juicy gossip, wild speculation or blood-boiling content may not necessarily deliver much in the way of value to advertisers, but for many publishers, it's a staple diet.
But what about print-based linkbait? Can some of the tried and true linkbait techniques work for, say, a magazine?
Magazines may not have the best track record when it comes to adopting the newest technologies, but when the iPad launched, it was hard to find a magazine chief who wasn't excited.
Print publishing is particularly tough these days, and the iPad represented hope. As a result, many magazine executives were eager to give the iPad a try. That was a good thing.
Unfortunately, businesses don't run on hope, and despite the fact that the iPad and tablet devices are still very nascent, magazines have thus far found that tablets aren't a panacea for their industry's ailments. Some are even cutting back on their iPad plans.
Ask many consumers why they've stopped purchasing dead tree publications like newspapers, and chances are you'll hear comments like "the cost is too high."
Ask those same consumers what they expect when it comes to the digital/tablet versions of their newspapers of choice, and you'll probably learn that they expect the cost to be lower. And for good reason: there's no paper and ink to buy; the marginal cost of selling an issue of a newspaper on an iPad is pretty close to $0.