Should a publisher’s success be measured solely on generating revenue? “There are different ways of measuring success. If you’re ad driven, numbers matter, but there is also another metric: are you reaching that audience you want and are you reaching your influencers?” says Lauren Brown, Special Projects Editor for Quartz. Shocking? Not really! As organizational structures, workflows, and distribution models evolve, publishers and media companies must build and leverage communities of influencers (bloggers) to effectively engage audiences and maintain brand value. And, yes, that can be (almost) as good as revenue. [Read more…] about Premium Digital Content: Viewpoints, (Hair) Videos, and More
NYU Publishing Alumni Association
Content Marketing: What the Experts Say
So what is content marketing, really? That was one of the big questions last week at a major panel discussion entitled “Content Marketing: Selling Softly, Selling Smartly” hosted by the NYU Publishing Alumni Association and the NYU School of Professional Studies Center for Publishing. Alumni, students, guests, and friends gathered to hear Joe Puglisi, Senior Creative Strategist at BuzzFeed, Kristin Fritz, Senior Director of Content Marketing in the Digital Operations Group at Penguin Random House (U.S.), and Sam Slaughter, Vice President of Content at Contently, discuss the rise of content marketing (sometimes called “native advertising”) and how it can help build a business and a personal brand. The event was moderated by Jane Grenier, Executive Director of Global Marketing at Condé Nast Media Group and a member of the NYU M.S. in Publishing: Digital and Print Media faculty.
“Webby, Wiki, and Sticky:” Video for 2012
“What experience do we want to cultivate for readers?” was a question on everyone’s minds during the latest NYU-SCPS M.S. in Publishing alumni event, a discussion entitled “Visions in Video” recently held by the NYU-SCPS Office of Alumni Relations, the Publishing Alumni Association, and the Publishing Student Association. Speakers Craig Duff and Samantha Cohen each talked about challenges for the magazine and book industries presented by new technology, including video and multimedia.
Craig Duff, Director of Multimedia and Chief Video Journalist at Time, Inc., told the group that, ideally, online content should be “webby, wiki, and sticky”—meaning content (especially in terms of long-form journalism) should be current, have a collaborative/educational value, and make a reader want to stick with a story until the end. Digital and online audiences face more distractions than print readers, and thus have a tendency to hit-and-run read, which can hinder a story’s impact. [Read more…] about “Webby, Wiki, and Sticky:” Video for 2012
Publishing on the Rebound?
Although we may not want to bring out the champagne just yet, all is not doom and gloom in the publishing industry these days. At a recent NYU Publishing Alumni Association meet-up, several former and current NYU Master of Science in Publishing students noted some increases in business activity and investments being made at their companies. All in all, the mood was much brighter and for once, there was no major talk about layoffs, restructurings and consolidations in publishing. [Read more…] about Publishing on the Rebound?