“We’re not competitor obsessed, we’re customer obsessed. We start with the customer and we work
backwards.” JEFF BEZOS AMAZON FOUNDER AND CEO
getting to know our customers - our readers and advertisers - better than ever before in this, the digital age. Do we really know what our readers and advertisers do, think, need, buy, use, enjoy, love and hate?
In today’s multimedia universe this means
knowing how, when and on which device they want and consume our content; every day, every month, at every stage in their lives. And in this day and age of data overload, it is inexcusable for publishers and editors to not know every analytical detail of their customers’ behaviour.
Long gone are the days when we just simply
posted or sold them a printed magazine on a weekly, monthly or quarterly cycle. Today, our content has to become liquid and our job is to make it flow every which way our customers want it and in ways perhaps they did not think they needed it.
This year’s edition of Innovations in
Magazine Media is full of cases of how publishers are stretching the elasticity of their magazine brands to reach out to customers in ways unimaginable before - but all starting with the premise that the best way forward is to work your way backwards.
Ryan Boyden Deepa Buddhavarapu Lilianne de la Calle Angela Christoforos Kevin Clang Thomaz Souto Corrêa Nadine Dias Leslie Drew Corry Hanna Jaime Hutkin Alefia Jafferji Michelle Jay Matt Marina
Nhi Nguyen Irem Onel John Otterbein Jackie Pauley Alex Pearlman Yovanny Pulcini Ashley Redshaw Betsy Stroud Lauren Terry Jesse Wang Daina Wynot