On-the-fly testing: multivariate testing on heds
Leeway given to editorial-mission coverage</li></li></ul><li>Set Targets<br /><ul><li> Shoot for continuing growth
E.g., MMW: 52% YOY growth in UVs, 83% in PVs, 41% in time spent
Performance integrated into annual reviews, even financial incentives
Use this FOR you! E.g., in pay raise discussions
You = content = more web traffic = more $</li></li></ul><li>More PVs, UVs <br />(1) Check our egos<br />(2) Become fastidious number-checkers<br />(3) Learn from the monster number-gatherers<br />- e.g., if your own tradeshow is gathering the most PVs, maybe there’s an editorial idea there<br />
More PVs, UVs <br />(4) Clarity over cute – write heds that could be translated into another language and still be meaningful<br />(5) Use numerals<br />(6) Get to the point – quick <br />(7) Link out. Try to get links in.<br />
(2)<br />Our content will become “co-creative” with our audiences’.<br />
Apps? Video?</li></li></ul><li>(9)<br />Print content will gothe premium route.<br />
Coming B2B Model<br /><ul><li> Industry leaders get premium magazine and access to website
Anyone meeting basic occupational levels get access to website with registration</li></ul>Current B2B Model<br /><ul><li> Industry leaders get magazine
Anyone meeting basic occupational levels get magazine
All get website</li></li></ul><li>Impact on Magazine<br />(1) Bigger trim sizes return<br />(2) Paper stock goes back up<br />(3) Long-form features return<br />(4) Lavish graphics return <br />(5) ‘News of record’ moves to web<br />(6) Most ‘departments’ move to web<br />
(10)<br />The Millennials will wantour content, but in different packages.<br />
“Still reading magazines? What are you? Amish?”<br />- Wired, 2009<br />
Millennials<br /><ul><li> Nothing against print. Un-green, can’t be texted or Facebook-ed.
Content like dim sum – if tasty and brought to their attention.</li></li></ul><li>Trade Media for Millennials<br /><ul><li> Media company ‘finds’ Millennial.
eMailed avatar promises to help make Millennial awesome in their new job.
Interactive demo walks Millennial through media’s many job resources.
Facebook / online community becomes hub of all communication.</li></li></ul><li>Closing Thoughts<br />
Workday of the Near Future?<br />8:00: Check web metrics<br />8:15: Check email<br />9:00: Article lead<br />9:15: Tweet formulated as question / trial balloon<br />9:30: First call on lead <br />10:15: Tweet summary (attributed or unattributed)<br />11:45: Short item for day’s enews / website<br />11:50: Item with link on Twitter, Facebook, blog<br />1:00: Check web metrics<br />1:15: Second call<br />2:15: Begin scripting 2- to 3-minute audio feed<br />4:00: Begin formulating full-length magazine feature<br />
A Few Tips<br /><ul><li> Don’t get bogged down by print. It’s just one piece.
Gather and disseminate content in real-time, as a constantly moving ‘slipstream.’