‘We’re five years behind’: Confessions of magazine execs
Visit any trade group conference, and everything is going to sound great. There are no insurmountable obstacles, everything is coming up roses, and what everyone is doing has never been more important. A lot of that was in evidence Tuesday at the American Magazine Media Conference, but we thought it would be more fun to skip those and ask some attendees to open up about what they’re seeing on the ground.
Those interviewed include people from both the editorial and the business sides of the house, as well as members of the advertiser and agency community.
A lot of publishers talk about how print is important, but their primary focus is on digital now. Does that mean print gets the respect it deserves internally? Is anyone even trying to think in an innovative way about print anymore?
That’s a good point. I see that at our company and others I’ve worked for. The people that are left on the print side are just manning the wheel, and they’re not asked to come up with any ideas. — ad sales finance director
But with that focus on digital, do you think that publishers are on top of what’s going on in digital monetization, and all the challenges?
I don’t think we’re on top of it. For our company specifically, we’re behind the curve. I hear people talk about Fortune and Forbes, and we’re five years behind. We have a great brand, I think, but we are behind. — finance director
Dwindling resources are a major problem across the magazine industry. How does that affect you?
It’s an opportunity most days. That’s really good for you in the long run. But it boils down to having days where you have 10 things to do and nine of them are high priority, and the resources are dwindling and you have to try not to pull your hair out while you work as hard as you possibly can. — magazine editor
How many of the things you do on a daily basis for your company are in the job description you applied to?
Truthfully, there were four, and now there are five, six, seven, maybe? Three more, and three big things. Adding “doing video series” to your job description is not a small thing. — magazine editor
What’s one thing you expected to hear here that you haven’t?
Specificity. I just think that right now is the time to be authentic, and teach people how to grow and what to do. Instead, it’s kind of like, “We’re all doing fine!” — magazine editor
VIDEO: How the identity economy works as the third-party cookie’s demise approaches
Watch and learn how new identifier economy will work after Google removes support for third-party cookies.
Why some publishers worry identity tech could slow down their sites
Some publishers say adding any new ID tech could create problems by slowing down site load times, and others say they have ways to test to prevent that.
Member ExclusiveMedia Briefing: Gimme data control, say publishers to identity tech firms
Many publishers are protective of their precious audience data and want to make sure it will be valued fairly by identity tech firms.
SponsoredHow brands are driving e-commerce with content and testing in 2021
Peacock Alley is known for its curated collection of luxury bedding. As the company transformed from a wholesale business model to an e-commerce contender, its two-shoots-a-year creative plans had to change with it. To keep up with the increasing demand for photos and reviews and campaign collateral of all kinds, Peacock Alley turned to user-generated […]
Brands search for retargeting alternatives as third-party cookie demise looms
Brands search for retargeting alternatives as third-party cookie demise looms. They're left collecting first-party data as uncertainties related to privacy and regulation are anticipated.
Cheat Sheet: Why Snap plans to integrate Screenshop as part of it’s hot pursuit of e-commerce
The commerce acquisition is just the latest way Snapchat is trying to get its 265 million global users to shop through the app.