When a major magazine publisher makes a move to embrace technology and tools for brand extension online you know there’s probably a strategy well beyond the surface value of the deal. (more…)

As social networking and bookmarking are taking off, we are starting to see some good social media software tools. Even just a few months ago, you’d have a hard time finding social bookmarking tools compatible with your magazine content management system. In many cases, publishers without major software budgets or in-house developers have manually linked to del.icio.us and other tagging links. (more…)

While publishers sometimes feel like they are pulling teeth to get their advertisers to hit deadlines for print media creative, it’s worth asking for other digital media advertising creatives. Why you ask? Didn’t we just admit it’s tough enough already just to get this issues print ad? Here’s my magazine advertising tip of the month.

By asking your media buyers about other creatives, you are forcing your publishing team to open the door to alternate forms of advertising. If your advertisers DO have other creatives your now able to ask about those media formats and placements. You’ve opened the door to discuss how your magazine brand can also offer website, digital edition, event, streaming, etc… placement for this advertising. (more…)

It’s hard for a small publishing business to compete with larger publishing and media companies. The smaller titles have always had their niche and community to connect with readers. However, digital initiatives are allowing innovative publishers to reach and connect with more and more people online and to offer them social interaction that was once only the playground for the niche pubs.

So for those independent publishers that have waited to improve their website, create a blog, start their podcasts, and begin using a digital edition the competition is about to heat up.

In an interview with Advertising Age, Ann S. Moore, Time Inc. chairman and CEO states,

The days of selling single media are seriously waning. Having a robust digital strategy is critical for every media brand…

Moore continued based on the focus of using “Trust and Transformation” to define their own strategic business philosophy, also the title of her speech for the October Association of National Advertisers meeting.

So if you’re not sure how to start a digital strategy for your publication, just start looking around and see how the major magazine media companies are implementing electronic tools to extend their brands online.

According to the JEGI Group who tracks merger and acquisitions in the media sector the largest increase YTD over prior Year is for Marketing & Interactive services with 63% growth. B2B Magazines M&A down 22% and Consumer Magazines up 16%.

Is the strong growth in marketing and interactive related to a higher confidence in Web 2.0 or the rapid growth of social networking sites. Either way, publishers ought to be thinking about their role as marketers and the interactive nature of their offers, advertising, events, and promotions. In other words, hey publishers - what are you doing to get interactive with your readership?