Archive for the Publishing Category

Content Marketing Revolution? Try Evolution

When print magazines were in their heyday, there was a magazine for everything — even a magazine for the magazine trade – Folio. To its credit, Folio is still in print. An article in a recent issue declared that 2011 is the year of The Content Marketing Revolution. I think there is an extra “R” in that headline, and its a letter that makes a big difference in the meaning. Publishing professionals who have been in the business long enough to have developed expertise,  would suggest that its been an Evolution rather than an Revolution. And there is a big difference.

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Content has always been important. It’s nothing new that companies recognize that communicating useful, educational, and pertinent content can play a significant part in a successful marketing plan. What has changed are the platforms and how the content is delivered. Professionals know that good content requires research, fact checking, analyzing the intended audience and understanding what they need. What makes a good content producer in today’s market is the one who understands all delivery platforms, whether web-based, app friendly or traditional print. They know how search engines work and how an audience seeks content, and can deliver content in a variety of platforms that serves the right audience.  And we got here not by a Revolution, but by Evolution.

Bye Bye Typewriter!

Mashable reports that the last remaining typewriter factory, interestingly in India, has closed. That makes it official, the typewriter is dead.

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Though the seasoned pros who might still admit to learning their trade on a Smith Corona or Royal may lament the typewriter’s passing, it’s a good thing. The nostalgic few may well be forgetting the horrible clack-clack, correction fluid, and having to pull out a dictionary to spell check. The written word has never been more important and prevalent as it is today. The typewriter was an important part of the evolution of written communication, but just a chapter. The manual typewriter morphed to electric, then to a word processor and thankfully to the modern keyboard of today. Rest in Peace dear typewriter. We wouldn’t be where we are today without you, but the cold hard truth is that you were outdated and its time to move on.

Should Content be Free?

Should content be free? It depends on what its purpose is. News organizations have been knocked flat as content has gone online and users have become accustomed to not having to pay for news coverage. At some point that is going to have to change. The New York Times recently introduced a paywall that requires users to pay an online subscription fee to access its news coverage. It makes sense. It costs money to provide good journalism. The questions is whether people will see the value and be willing to pay for it.

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The biggest challenge to whether the paywall concept is going to work is the competition The Times will have from dependable sources who will continue to provide the news for free. The model of providing free news in the hopes of capturing enough page views to sell advertising space on the site is a losing battle. This week’s Newsweek magazine includes an interesting article that interviews media man Martin Sorrell. It’s worth a read. Are you ready to pay? Why or why not?