This week I was asked to participate in a "digital publishing innovation" panel as part of the NYU Summer Publishing Institute program. On my panel were some of the most well-respected experts in the industry including: David Kang from Hearst, Josh Quittner, currently at Time but on his way to Flipboard, Matt Bean from Rodale, and Chris Sanborn, founder of Sanborn Media Factory.
Our mission was to inspire and educate students of publishing on how the magazine landscape is changing, has changed, and what the outlook is for innovation-driven successes. Based on the response from the attendees, it is safe to say we were a big hit.
After discussing a series of very interesting topics ranging from Apple's growing interest in digital magazines, to digital business models outside of apps, integrated brand, and brand extension, David decided to end the session with a closing question for all panelists to answer. The question was: "If someone gave you $10 million to start a digital-only magazine business, what would you spend it on?"
This question made the room completely silent and everyone leaned forward to hear the answers. At first we thought they were truly interested in what we had to say, then we realized that this question was the basis of their final assignment and they were looking for some quick answer to "borrow."
I found the answers to be extremely interesting and thought-provoking, and wanted to share some of them. So here they are; according to representatives from the world's leading publishing brands, with $10 million in hand, these experts say they would absolutely consider things as it relates to creating a successful and sustainable company:
Well, there you have it from the experts. What would you do to ensure your new digital magazine was a success?
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Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.
June 5, 2013
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June 20, 2013
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