Ten things publishing experts would spend $10 million on to start a digital-only magazine.
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?
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.
One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT