FIPP publication/event: Innovations
The fiſth edition of the Innovations in Magazine Media World Report 2014 will be available in March (launched at the Digital Innovators’ Summit), just months before FIPP’s first Innovations Forum, to be held in London this June. Editor John Wilpers gives a taste of what promises to be the most exciting Innovations to-date…
what’s the big idea?
The 2014 edition of Innovations will be the most important we have ever published. Why? Because there are four phenomena exploding on the magazine media front that will affect publishing for years to come: native advertising, big data, mobile as the dominant platform and video. In years past, we have documented emerging trends and
new ideas, but this year has been stunning for the speed with which these four phenomena have moved from the idea stage to becoming critical elements of success right now.
NATIVE ADVERTISING is revolutionising the world of content, advertiser-magazine relationships, advertiser-reader relationships, and revenue models.
BIG DATA is putting serious science and analysis behind every decision we make in magazine publishing, from content to advertising to new products.
BITE-SIZED BULLETINS
Native advertising Fortune is rolling out a new programme called Fortune TOC—Trusted Original Content. Similar to licensed editorial content, TOC involves creating original, Fortune-branded editorial content (articles, video, newsletters) exclusively for marketers to distribute on their own platforms. The publisher has set a price range from US$250,000 to $1m. Branded content has
received plenty of attention as it’s taken off online, where the division between editorial and advertising real estate can be fuzzier (see: Forbes, The Atlantic,
fipp.com
BuzzFeed, Gawker), but publishers have shied away from using similar strategies in print. Now, ESPN: The Magazine is taking a page from electronic media by letting an advertiser incorporate its logo into editorial content.
Big data Publishers and advertisers are fast cottoning on to the huge benefits of customer data. The net is capable of catching great swathes of personal information, fine-tuning marketing and advertising. Aron Pilhofer, associate managing editor of Digital Strategy at the New York Times, believes this is an opportunity not to be missed: “We know next to nothing about how people consume our content, whether we’re publishing in the right way, whether all the time and effort we’re putting into creating these interactives actually work. The only way you can do that is through analytics, understanding how people are interacting, what they’re doing with your content… Now, with a dedicated analytics team for editorial, our aim is to help the newsroom make data-driven decisions where appropriate.”
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MOBILE will very soon become the dominant platform for information distribution and consumption and it is so revolutionary that some are calling it a “do-over” chance for legacy media who got the whole internet thing so terribly wrong.
VIDEO has become the most effective, most powerful, and fastest-growing method of delivering content and advertising to the largest audience, all in ways that are increasingly accessible to all publishers, not just those with big budgets.
Of course, there will be a lot more in the book: pay walls, content sales, e and mcommerce, programmatic advertising, publishing frequency, print innovations, personalisation, Google Glass, newsletters and more.
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