SlideShare a Scribd company logo
1 of 4
Magazines Reinvented:
12 Lessons from Hearst’s Troy Young, Part 1
Malcolm Netburn
Chairman and CEO of CDS Global
WITH MALCOLM NETBURN
FORWARD: with Malcolm Netburn
© 2013 CDS Global.All rights reserved.
June 2013
2
Magazines Reinvented:
12 Lessons from Hearst’s Troy Young, Part 1
“When distribution is earned, you think differently about content.”
– Troy Young, President of Hearst Magazines Digital Media
Overview
I recently spent some time with Troy Young, president of Hearst Magazines
Digital Media and formerly of Say Media, the publishing startup boasting
cutting-edge brands such as top tech blog ReadWrite. With two decades of
digital experience under his belt, Young has built a reputation for developing
new media brands and award-winning digital advertising platforms.
As president of Say Media, Young developed their editorial,
marketing and advertising strategies, successfully catapulting the
San Francisco-based startup to more than $100 million in revenues in
just two years. Young is also the co-inventor of several U.S. advertising
patents, which speaks to his industry-leading mastery in interactive,
video and interstitial ad innovations.
So when it comes to re-creating magazines as a medium, what,
according to Young, are the first steps the industry must employ?
Young provided 12 thought-provoking insights. Here’s a look at
highlights from the first six – the next six to come in Part 2.
•	Businesses and consumers are redefining paid,
owned and earned content.
•	Earned content, which includes shared content,
is the most trusted, powerful form.
•	The real distribution power behind owned and
paid media lies with the consumer.
•	Content must be designed with earning its
distribution in mind.
•	The goal for all paid and owned content must be to
become earned, shared content.
•	Earned content generates the greatest engagement and social shares, perpetuating its
earned status.
Young has built an
enviable reputation for
developing disruptive
media brands and
award-winning digital
advertising platforms.
	 1.		When Distribution Is Earned, You Must Think Differently About Content.
Earned Distribution
Paid
Media
Owned
Media
Earned
Media
Shared Media
© 2013 CDS Global.All rights reserved.
FORWARD: with Malcolm Netburn June 2013
3
•	In the past, magazines were limited to producing one-way dialogue. Editorial and advertising
teams designed content to be consumed by a passive readership.
•	Current digital and social technologies generate content capable of supporting ongoing
interactions between creators and audiences.
•	Magazines should embrace the real-time interactive capabilities of emerging content tools to
design experiences that inspire shareable, co-created engagement.
•	Content, including advertising, can retire the old push approach. Content must pull its audience
in, and deliver on consumer demand for participatory experiences.
•	Study Business Insider, The Huffington Post, BuzzFeed and Refinery29. These media properties
excel at inspire-connect.
•	Gawker Media founder Nick Denton is a great example of mastering
write-read-inspire-connect.
•	Measure participation at the individual level, as well as across the audience,
to evaluate the quality of relationships – the key indicator of success.
•	Metrics must identify what the audience finds most engaging and why. These insights
must guide the design and production of future content.
•	Typical analytics, such as unique visitors or number of page views,
fail to reveal anything about the quality of consumers’ engagement
with the brand.
•	Analyzing duration of engagement identifies what the
audience most reacts to, and helps assess the status of the
brand-consumer relationship.
•	For a growing number of media brands, social is surpassing search as the leading source of
referral traffic.
•	The continued proliferation of mobile devices is a major contributing factor.
•	Social’s influence over the consumer is greater than search.
•	Connected consumers, especially the incoming Millennial and Gen Z segments, seek
recommendations from their social interest graphs first and foremost, not from search engines.
•	Media companies must build shareable, social content experiences in order to maintain visibility
where the consumers are.
•	Publishers must go deeper than social at large by connecting with consumers in communities of
interest that are highly relevant to the brand.
Metrics must identify
what the audience
finds most engaging
and why.
	 2.		Magazines Need to Abandon the Write-Read Model for
an Inspire-Connect Strategy.
	 3.	Duration of Engagement is Now the Biggest Measure of Success.
	 4.	Social Trumps Search.
© 2013 CDS Global.All rights reserved.
FORWARD: with Malcolm Netburn June 2013
4
•	Digital has empowered consumers to find exactly what they want,
when they want it.
•	Digital media enables niche audiences to find – and be found by –
hyper-focused content.
•	Content that delivers value to passionate communities of interest
drive the greatest engagement and brand advocacy.
•	Insights derived from big data empower content producers to
intelligently design hyper-relevant content to serve the needs
of passionate, highly-engaged audiences.
	
•	Video content is positioned to explode in coming years – and will
become the leader in digital, shared content.
•	As with social engagement, the proliferation of mobile devices is
the driving force behind the rapidly increasing importance of video.
•	Social video referrals surpass search – affirming video’s invaluable
engagement potential.
•	Videos consistently drive the top search engine results.
•	Publishers must prioritize mobile-optimized video as a regular
content medium.
•	Look to SpinMedia (formerly BuzzMedia) as a publisher that has
mastered the use of video.
Digital media enables
niche audiences
to find – and be
found by –
hyper-focused content.
Videos consistently
drive the top search
engine results.
	 5.		Digital Media Is Ideal for Super-Serving Passions.
	 6.	Every Media Brand Needs to Make Video a Priority.

More Related Content

Recently uploaded

How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersFlyyx Tech
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfmeftaul987
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024Nate Evans
 
Importance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxImportance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxBonano Insurance
 
Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loansujat8807
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersPlan Writers
 
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Jake Truemper
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxShainaMaheshwari1
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningNaval Singh
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondBoundify
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdflebob12
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryDennisViau
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPanhandleOilandGas
 
14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdfEni
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateAdnet Communications
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"Adharsh45
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi Tube
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024believeminhh
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionRight Direction Aero
 

Recently uploaded (20)

How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K Subscribers
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdf
 
WAM Corporate Presentation Mar 12 2024_Video.pdf
WAM Corporate Presentation Mar 12 2024_Video.pdfWAM Corporate Presentation Mar 12 2024_Video.pdf
WAM Corporate Presentation Mar 12 2024_Video.pdf
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024
 
Importance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxImportance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptx
 
Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loan
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan Writers
 
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda Learning
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and Beyond
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdf
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the Industry
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 Final
 
14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 Update
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right Direction
 

Featured

AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at WorkGetSmarter
 

Featured (20)

AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 

Magazines Reinvented: 12 Lessons from Hearst’s Troy Young, Part 1.

  • 1. Magazines Reinvented: 12 Lessons from Hearst’s Troy Young, Part 1 Malcolm Netburn Chairman and CEO of CDS Global WITH MALCOLM NETBURN
  • 2. FORWARD: with Malcolm Netburn © 2013 CDS Global.All rights reserved. June 2013 2 Magazines Reinvented: 12 Lessons from Hearst’s Troy Young, Part 1 “When distribution is earned, you think differently about content.” – Troy Young, President of Hearst Magazines Digital Media Overview I recently spent some time with Troy Young, president of Hearst Magazines Digital Media and formerly of Say Media, the publishing startup boasting cutting-edge brands such as top tech blog ReadWrite. With two decades of digital experience under his belt, Young has built a reputation for developing new media brands and award-winning digital advertising platforms. As president of Say Media, Young developed their editorial, marketing and advertising strategies, successfully catapulting the San Francisco-based startup to more than $100 million in revenues in just two years. Young is also the co-inventor of several U.S. advertising patents, which speaks to his industry-leading mastery in interactive, video and interstitial ad innovations. So when it comes to re-creating magazines as a medium, what, according to Young, are the first steps the industry must employ? Young provided 12 thought-provoking insights. Here’s a look at highlights from the first six – the next six to come in Part 2. • Businesses and consumers are redefining paid, owned and earned content. • Earned content, which includes shared content, is the most trusted, powerful form. • The real distribution power behind owned and paid media lies with the consumer. • Content must be designed with earning its distribution in mind. • The goal for all paid and owned content must be to become earned, shared content. • Earned content generates the greatest engagement and social shares, perpetuating its earned status. Young has built an enviable reputation for developing disruptive media brands and award-winning digital advertising platforms. 1. When Distribution Is Earned, You Must Think Differently About Content. Earned Distribution Paid Media Owned Media Earned Media Shared Media
  • 3. © 2013 CDS Global.All rights reserved. FORWARD: with Malcolm Netburn June 2013 3 • In the past, magazines were limited to producing one-way dialogue. Editorial and advertising teams designed content to be consumed by a passive readership. • Current digital and social technologies generate content capable of supporting ongoing interactions between creators and audiences. • Magazines should embrace the real-time interactive capabilities of emerging content tools to design experiences that inspire shareable, co-created engagement. • Content, including advertising, can retire the old push approach. Content must pull its audience in, and deliver on consumer demand for participatory experiences. • Study Business Insider, The Huffington Post, BuzzFeed and Refinery29. These media properties excel at inspire-connect. • Gawker Media founder Nick Denton is a great example of mastering write-read-inspire-connect. • Measure participation at the individual level, as well as across the audience, to evaluate the quality of relationships – the key indicator of success. • Metrics must identify what the audience finds most engaging and why. These insights must guide the design and production of future content. • Typical analytics, such as unique visitors or number of page views, fail to reveal anything about the quality of consumers’ engagement with the brand. • Analyzing duration of engagement identifies what the audience most reacts to, and helps assess the status of the brand-consumer relationship. • For a growing number of media brands, social is surpassing search as the leading source of referral traffic. • The continued proliferation of mobile devices is a major contributing factor. • Social’s influence over the consumer is greater than search. • Connected consumers, especially the incoming Millennial and Gen Z segments, seek recommendations from their social interest graphs first and foremost, not from search engines. • Media companies must build shareable, social content experiences in order to maintain visibility where the consumers are. • Publishers must go deeper than social at large by connecting with consumers in communities of interest that are highly relevant to the brand. Metrics must identify what the audience finds most engaging and why. 2. Magazines Need to Abandon the Write-Read Model for an Inspire-Connect Strategy. 3. Duration of Engagement is Now the Biggest Measure of Success. 4. Social Trumps Search.
  • 4. © 2013 CDS Global.All rights reserved. FORWARD: with Malcolm Netburn June 2013 4 • Digital has empowered consumers to find exactly what they want, when they want it. • Digital media enables niche audiences to find – and be found by – hyper-focused content. • Content that delivers value to passionate communities of interest drive the greatest engagement and brand advocacy. • Insights derived from big data empower content producers to intelligently design hyper-relevant content to serve the needs of passionate, highly-engaged audiences. • Video content is positioned to explode in coming years – and will become the leader in digital, shared content. • As with social engagement, the proliferation of mobile devices is the driving force behind the rapidly increasing importance of video. • Social video referrals surpass search – affirming video’s invaluable engagement potential. • Videos consistently drive the top search engine results. • Publishers must prioritize mobile-optimized video as a regular content medium. • Look to SpinMedia (formerly BuzzMedia) as a publisher that has mastered the use of video. Digital media enables niche audiences to find – and be found by – hyper-focused content. Videos consistently drive the top search engine results. 5. Digital Media Is Ideal for Super-Serving Passions. 6. Every Media Brand Needs to Make Video a Priority.