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Was trolling the web and found some feedback from NXTbook, a customer and partner of ours, regarding my digital magazine musings. Check it out here.

I agree with Marcus on this point...digital mags have come very far in the last few years. The next versions may not look anything like we have now, and probably won't even be called digital magazines.

Labels: digital magazines, NXTbook

New media is definitely making an impact on corporations. New positions are being created, such as "Director of New Media," "VP of SEO," "Chief Integration Officer" and so on.

Obviously, the opportunities are tremendous for new companies to market their services in new, exciting and targeted ways.

The problem...corporations are creating more and more buckets. The more buckets, the harder it becomes to create a consistent and ongoing message to customers and prospects. Obviously the Director of New Media is more about new media and less about integration...hey, that's the Chief Integration Officer's problem.

The Solution: CCO - Chief Content Officer - everything reports to the CCO (even customer service, thank you very much). Why isn't this so far fetched? Content is all about the customer. Content is how you create and cultivate a relationship with your customer. None of the other titles say customer to me. What ever happened to customer first? Must not have shown up on the first page of organic search results...

Labels: content marketing, new media

I had the privilege of speaking this morning at an Association Trends panel on "Doing the Digital Dance" - a roundtable focusing on best practices in association digital publishing.

Overall, there was a very interesting discussion around what the future truly holds in eMedia publishing opportunities. Of the 50 or so people in attendance, about half had not started an eMedia effort.

One of the topics that came up was the digital magazine as a replacement for a traditional print magazine. I don't think that will ever happen. Frankly, the digital magazine is a temporary solution, at best. Don't get me wrong...the digital magazine is much better than having a pdf. Tracking is outstanding. When used for audience development and international distribution, it's near perfect. It's also great as a teaser to get people to subscribe to receive the print publication.

Still, the best metrics we've seen is about 15% of the total print distribution subscribe and open a digital version.

But let's put it this way...the digital magazine is very similar to taking a radio broadcast and putting it on the television. Just doesn't seem to work. People digest content much differently on the web than they do in print. Yes, it's great that the digital version is interactive (can jump from one page to another with ease), but people don't read a digital magazine the same as they do in print. Long-form content, like that in print publications, is better read in a printed format. People use the web to get exact information quickly. Even the twenty-somethings I know print out an article that goes beyond the viewable screen.

So, for now, it's fine to have available...a great value in many cases...but it IS temporary. A better idea is to take the long-form content from your print publication and integrate it into vertical "chunks" on your web site or microsite.

Baby steps are still needed in this business...we just take them much quicker in the ever-changing world of eMedia publishing.

Labels: Association Trends, digital magazines, eMedia