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
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.
App-titude for Apps
How do you produce a successful app? And what is a successful app, anyway? These were some of the questions asked recently at the moderated conversation on “The Art of the App” sponsored by students and alumni of the NYU-SCPS Center for Publishing. The event featured Radhika Nayak, Vice President for Product at Simon & Schuster, and Chris Sanborn, Founder and President of Sanborn Media Factory, a 30-person interactive agency that produces digital campaigns and products for companies such as Condé Nast and Hearst. Both panelists were asked to give the publishing industry a grade in terms of their app creation to date. Nayak, who has deep experience in building user-centered product strategies for websites and mobile applications, gave book publishing “about a C,” saying that publishers seem to be stuck on the idea of long-form content, and that they think of apps as nothing more than marketing tools for books, which is not what an app really is. [Read more…] about App-titude for Apps
“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
Social Media Socializing
The conversation at a recent publishing event was all about social media and how to harness it for maximum profit—and have some fun along the way. Sponsored by the Publishing Students Association at the NYU-SCPS Center for Publishing, the Office for Alumni Relations, and the Publishing Alumni Association, the evening was a way for students and alumni to gather, send lots of tweets, and hear from two top social media experts, Debbie Stier of HarperCollins, and Yuli Ziv of the Style Coalition. [Read more…] about Social Media Socializing