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Monday, December 15, 2008

A digital magazine renaissance ?

As we head into the uncharted waters of 2009, Josh Gordon has a think piece on how to unlock value in digital magazines.

Unfortunately, you only have to read the last line - "I challenge the digital magazine industry to from an association and do the research. I’d love to help do it." to grasp that the whole piece is really about everyone forming a committee to convince advertisers and readers alike that they are serious.

With respect, Josh, the LAST thing we need is another committee. What we need is some blazingly successful products....

1 comment:

Josh said...

Your comment is on target. What I am advocating now for is “association like” research support of ad supported digital magazines be created. Since this post ran I realized the impracticality of starting an association, but that doing the fundamental research is a much less ambitious project.

Every successful advertising medium (B to B magazines, consumer magazines, cable TV, radio, outdoor etc.) that digital magazine publishers compete with for ad dollars has research supporting them from an association or advocacy group. Digital magazine publishers, as a whole, will face strong head wind selling advertising until research is done to “legitimatize” digital magazines as an ad vehicle.

Right now the media buying community is extremely skeptical. I am currently approaching digital magazine creation companies, who have the most to gain should this project be funded. My basic pitch is, “A rising tide lifts all boats.”

Josh Gordon