Cross promotion is inevitable when one content site buys another, but it gets a little complicated when the publisher of a big content buys another smaller content site which covers the same sector – and decides to keep the smaller one going as a standalone entity.
Such is the case with the paidContent site and its recent acquisition by the Guardian. The mainstream media owner has wasted no time at all in pulling paidContent, er, content, into the MediaGuardian’s own digital news pages. Not sure how this impacted the existing digital news team there, namely Jemima Kiss, but hey, who are we to second guess one of the most successful publishers in the UK?
But integration and cross promotional thingies have increased even more with today’s inclusion of a post from the MediaGuardian’s own PDA digital news blog on paidContent’s site. Not sure if the byline format works for me, but it’s interesting how this is slowly developing into something interesting. Assuming this is step two in a defined long term game plan.
Separately, the paidContent blog talks about a new website by the creators of Dazed & Confused called Dazed Digital. Not a magazine extension site it appears, but a destination in its own right. Quite nice, but no obvious sign of comments or UGC services for us fickle read/write/rip consumers of content. Also, most of the videos seem to suffer from poor lighting, making each interviewee look like they’re in silhouette. Artistic fancy or handycam hitch?
I’m hearing much debate about the future of weekly b2b trade mags of late. What’s the point of weekly print mags now, bloggers are saying, when all news worth reading now breaks on the web.
I’d venture this isn’t strictly the right course of action for all publishers of print weeklies. There’s still a place for weekly print mags even if websites are beating them to the news – but primarily in areas of high activity and news output.
In a world of ever increasing information ‘noise’, I think more weekly magazines should consolidate and summarise the week’s mass of web news and blog output, and leave the breaking news for their sister websites. Mags like Media Week and PR Week have started doing this – and really well.
In other words, weekly print mags can still exist, but their content focus should change. Granted this will only work in areas of high volume news output where mags actually provide a valuable service in de-cluttering our news intake and providing clarity in the increasing ‘noise’ of news output and sources. Until mobile phones begin to give as good a reading experience on the train / tube as paper, the print mag should continue to live on.
Watch Paris Hilton talk about US energy policy. No, really. I spotted this via BitchBuzz, which is today due to launch a new take on websites aimed at women. Best of luck with the launch BitchBuzz. i think I know who runs this, but I’m not sure they want that to be public domain. Anyone shed any light?
EMAP’s FHM magazine – relaunched today – is thought to be focusing on a content strategy described as ‘Arena meets Men’s Health’.
Relegating its traditional recipe of z-list babes and shock pics to EMAP’s web vehicles, new editor-in-chief Anthony Noguera is thought to be building on his success with niche interest and high end features in the likes of Arena magazine.
As well as gadgets, PC advice and technology, health and fitness will also feature following succcess with the increasingly popular Men’s Health magazine.
A new twist on the agony aunt – 100 year old men advising readers on the finer elements of life.
Arena is now thought to be changing its focus to go more high brow, targeting GQ audiences.
Noguera took over the reigns at FHM in February this year after editor-in-chief Ross Brown left after 10 years at the helm.
The new magazine features a cover which boasts of being ‘Under New Management’. By this, we assume this means Brown is not the only member of staff to no longer be with the magazine.
‘After three months of late nights that saw the destruction of 5,000 chocolate digestives and a 30% increase in shares of Nescafe, we’ve cracked it,’ reveals the FHM.com website.
A new broom if ever there was one. All eyes are on Noguera.
New media business print mag Revolution is being offered in digital magazine format.
The mag, which is published by Michael Hestletine’s Haymarket Publishing, will be live for July/August’s edition (two months to account for the slow advertising period we imagine) for free as a virtual magazine after partnering with Ceros interface.
A report of the Ceros deal on Haymarket’s own Brand Republic failed to mention how ‘paperless’ the magazine might be in future, as in, will a print version continue to exist? Will one need to exist, now that advertisers are being offered rich media and links to their sites?
If so, will the mag continue as a free download and be funded by ads alone?
Although they feel like a throwback to 1999.com, ‘virtual’ magazines are taking off among publishers – perhaps because their ads are easier to sell. Advertisers ‘get’ the traditional quarter/half/full page ad slots.
It’s doubtful that Haymarket would go to all the trouble of laying out the mag only to pull the print version, but let’s wait and see.
Wonder what the team at Centaur’s New Media Age make of all this?
Update (15/10/07): At least one member of Centaur staff has read this post. Care to comment?
A few things to see on this site, including a video of Pete Doherty playing his next single by, we’re assured, a passing member of the public. Although initially confounding, persistence eventually pays off. All we are saying, is Give Pete a Chance.
Channel4’s Pulp magazine has been shelved after just two issues, resulting in the loss of 14 jobs at contract publisher Brooklands Group.
The magazine, which was described as being Brooklands biggest project to date in October last year, sold just 9,000 issues, despite very strong interest by readers and the industry before launch, according to the MediaGuardian. Popworld Pulp had a print run of 130,000 copies.
Brooklands was brave in bailing early rather than trying to battle on through and “prove the market wrong”, but it must now get more information on why it failed with readers.
I’m surpised I’ve not seen more comment on how Pulp’s closure reinforces the idea that web is now preferred over print among web savvy 16 to 24 year olds (the mag’s target audience).
Given the time and effort Brooklands spent on marketing , not to mention Channel4’s TV spots, does Pulp’s demise represent an important watershed? Or is this an example of how digital needs to play at least some part when targeting this age group? The likes of Dennis (Monkeymag) and Natmags (Jellyfish) seem to be focusing on digital only launches after all.
Was there a plan to launch a supporting website for Pulp? Was it planned for issue 3? Was a seeding MySpace profile proposed at all?
Dennis Publishing’s web only lads mag Monkeymagazine.co.uk is relegating ‘real women’ to inside the magazine. From now on, only well known celebs will appear on the front cover.
Why? Nothing official appears to have been said, but Brand Republic’s story reminded users that a media buying agency had recently aired concerns over the web mag’s more controversial content.
In a move which may signal advertiser’s renewed confidence in the mag, Monkeymag.co.uk has secured its first fashion advertiser. Creative for Ben Sherman will include a video stream showcasing its new men’s collection with a direct link through to the brand’s e-commerce site.
Dennis Publishing is considering rolling out another electronic magazine within the next three months, and an additional two by the end of 2007 according to mad.co.uk.
In January, research compiled by Nielsen//NetRatings found that Monkey was pulling in 347,000 unique users compared to FHM’s 378,000 (presumably per month).
Still no sign of user generated content being rolled out on Monkeymagazine.co.uk. No doubt it’s when, not if, but I’d be interested to know how it’ll be implemented. Will forums within a paginated magazine – albeit ‘virtual’ – work? Or will Dennis continue the current tactic of basing the mag on user nominated content with the monkey editorial team acting as gatekeeper?