Tag Archives: old media

The end of Revolution magazine in print?

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?

Print publishers don’t have a ‘god given right’ to survive online

Interesting coverage of the Cannes Advertising Festival by Mark Sweney of MediaGuardian.co.uk, in particular his notes on a talk by Professor Jeffrey Cole, director of the Center for the Digital Future at Microsoft.

I totally agree that publishers of mags and newspapers shouldn’t think they have a god given right. But I do think they have a prayer – as long as they get up to speed with their nearest online competitors asap.

If print publishers migrate all of the best bits of their popular mag, go on to tweak these features to exploit the web AND ensure they’re offering a similarly rewarding experience to the new generation of online only rivals, then all should be well.

A good example is NME.com. The likes of MySpace are snapping at its heals, but its mix of UGC, user profiles, video content and quality journalism means it’s easily capable of being a major player online as well as off. But it’s also reaping the rewards of early web investment.

Anyone offering a strong vertical portal and ‘owning’ a niche area of interest I think has more than a fighting chance against the please-all dotcom behemoths. MySpace knows this too – which is why its site is cut up into niche interest ‘passion centres’. This also explains MTV and Yahoo’s recent decision to develop hobby/interest led microsites and focus efforts on ‘owning’ a space.

Print publishers, like NME.com, just need to hit the ground running asap. If not, shoestring upstarts (e.g. Monkeymag.co.uk) begin to scoop up everyone you’re not catering for on the web (e.g. Loaded).

Read Mark’s post from Cannes.

Daily Telegraph bets its shirt on digital

It used to be that publishing ad sales departments would give away online ads as an incentive to buy print ads. How things have changed.

According to Brand Republic, the Daily Telegraph is to give advertisers free print ads worth over £600 when they pay for digital ads.

Admitedly, it only applies to job ads – a sector which has been decimated by the web thanks to its ability to let users search through thousands of job entries in seconds – but it’s still a bold and brave move nonetheless.

It’ll be interesting to see how the job ad offer pans out, especially after paidcontent’s post about ITV and its Friends Reunited Jobs site.

Read more about the Telegraph story on Brand Republic.

How will Murdoch exploit digital marketing?

Interesting piece from iMedia Connection today, mainly for the commentary on Murdoch’s purchase of MySpace and how he intends to queeze revenues out of it.

Interesting to read about the focus on online ads, but what about its plans for non-ad revenues?

Tensions between print and online departments in publishing

Merged publishing operations have it easy.

Print teams are getting annoyed with online departments because they not only administer websites but they also collect the ad revenue.

Media buyers are eager to reach new audiences so they also want to see digital and print sides unite.

Does the Daily Telegraph no longer have this problem since it merged news operations?

The BBC’s The Verdict

issue

I don’t normally go for reality TV shows (if this really is reality TV), but The Verdict appears to have really caught the imagination of a few people I know. Despite the celeb jury team factor, watching the process of the justice system is undeniably fascinating.

Particularly interesting is watching Michael Portillo repeatedly distance himself from anything Jeffrey Archer says and see Stan Collymore get annoyed with everyone’s ’emotional’ judgements because he may be swayed.
Is this whole exercise part of a plan to push for televised court cases in the UK?

Read more about BBC Verdict.