Magazines Join Digital-Ad Wave

Social networking, e-commerce, online promotion, interactive marketing - print magazines are indeed preparing for the future, as this article talks about the work that magazine publishers like Conde Nast and Hearst are doing to maintain their relevence. The deep pockets of these companies enables them to purchase new media companies to incorporate into their business strategy.

Most interestingly was the two different approaches these magazine publishers were utilizing to expand their reach. I was intrigued to read the campaign Conde Nast has created with Dillard to showcase hot trends in merchandise, voted on by web viewers, that would be highlighted and available for purchase at their store. "This takes publishers further into the realm of marketing services. Instead of simply selling marketers ad space, they're rolling up their sleeves and designing the promotions as well." What I didn't see was how it incorporated back to the magazine's content.

Hearst has taken a different tack by acquiring Kaboodle, an e-commerce site, to enhance their own web page value. While this relationship is not helpful for big box retailers like Dillard, it strategically may make more sense. The shift in ad dollars may move away from brick and mortar businesses to products and services. And the Hearst web sites can be both editorial and a link to social networking and shopping. The companies purchasing ad space may find more value as they can more closely track advertising to purchase online. At the very least, through social networking links, to learn what customers think of their product.

For these magazine publishers to remain profitable in the digital age, the magazine's content must adapt to mobility, social networking, and online purchase behavior. Their reader/user must be successfully transitioned from print to digital usage while maintaining the value of the subscription as the predominant source for editorial content. Once that connection is made, consumers will value the new relationships (products & services) offered to try, rate and potentially buy.