New Media. New Strategies. New Opportunities.
Digital versions of magazines and specialized journals are the norm rather than the exception. Yesterday the question was whether or not digital platforms will succeed. Today the big issue is how to transform greater reach into higher returns. Magazines are like newspapers in that the quality of content and brand power matter very much indeed. Modern publishing houses exploit different channels to embed their brands into their readers' day-today lives. This is why publishers would do well to establish their offering on as many media channels as possible and generate contents with added value or of general interest.
Many have tried and succeeded. Condé Nast did it with Wired and Vogue. Hubert Burda Media can point to Focus and freundin. Rodale made it happen with Men's Health. Most of these publishing houses embrace innovations, so it comes as no surprise that Wired was available very early on the iPad. The digital version remains very successful.
Addressing multiple platforms not only increases reach, it also serves to address a new, younger target audience. Appealing to multiple generations has never been easy, but it can be done with a coordinated, cross-media approach that targets every age group. The idea is to afford each generation and individual the opportunity to access the offering on the preferred or currently available medium.
Another viable strategy is to leverage the brand experience to establish an e-commerce offering that echoes the magazine's themes. Products that once featured prominently on a DVD supplement can now be offered in the magazine's own web shop. Anything goes, from utensils with local branding such as the given city's coat of arms to gardening merchandise, fashionable accessories and clothing.
But whatever your strategy may entail, rest assured that vjoon K4® provides precisely the tools you need to make the business model of your choice work.
Some of the benefits that vjoon K4 brings to cross-media magazine production:
- Multichannel publishing: Plan and generate all content on a central platform with pinpoint precision, and deliver it to the right channels. Trigger automated routines to process tablet contents and load them directly to the Adobe DPS. Enable and disable contents for the web.
- Media asset management: Access directly all data of relevance to publishing. Exploit smart search algorithms. Preview different layouts and individual pages in InDesign and browser clients. Customize image workflows and automate image processing and enhancement.
- Editorial planning: Access personal and team research pools and fully integrated, leading planning systems such as dataplan's JournalDesigner.