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
Quartz
Atlantic Media: Tradition + Innovation = Success
“There’s still a lot of money in print,” said Jay Lauf, Senior Vice President & Group Publisher of Atlantic Media and Publisher & President of Quartz. Lauf was one of six Atlantic Media executives who gathered to help NYU School of Professional Studies M.S. in Publishing: Digital and Print Media students learn more about how a magazine founded in 1857 by Ralph Waldo Emerson, Henry Wadsworth Longfellow, and James Russell Lowell, among other American icons, became the flagship brand of one of the most innovative media companies in the nation. Like most major media companies, Atlantic Media is exploring a vast range of digital revenue opportunities…while still cultivating the rich returns from print advertising. [Read more…] about Atlantic Media: Tradition + Innovation = Success