Home  › Media › Publishing
editors-choice

2013: When Editors Strike Back

  |  January 18, 2013   |  Comments

Customers now need to find reasons to engage with their devices, and editors must create high-quality curated content.

As any good editor knows, content is the center of engagement and the key driver of revenue in publishing. For anyone in an editorial role, it has been difficult to watch this critical function attempt to be replaced by bots, algorithms, engines, and even the common contributor in the name of progress.

I remember sitting in a meeting at Google with a number of publishers in 2008. Google teams, and even Eric Schmidt himself, were sharing product roadmaps relating to innovations surrounding the future of content and publishing. One well-respected publisher asked, "How will we be able to pay editors, publishers, and designers the salaries they deserve if we drop prices or give content away for free?" Google responded, "Who needs to pay people to develop content when the everyday blog can make it better?"

There was silence in the room. And then an odd air of understanding that the art of the magazine as we had known it may be on its last leg when it comes to digital.

Today, five years later, I am seeing some rays of hope shine through. Technical innovation has blossomed and continues to grow at a rapid pace, but has started to reach the next leg of its lifestyle: enablement.

The gimmicky aspect and newness of iPads, smartphones, and even 3D TVs has peaked. Publishers, for the most part, have risen to the challenge to build the largest presence they can through utility apps, standalone magazine apps, HTML5 tests, and content integration into aggregator apps. And now, these apps, devices, and other items have become "expected" by customers.

Enter: the enablement phase. With this phase of digital content, editors get a chance to strike back. Now that customers have all gathered the devices they enjoy, or at least, a basic understanding of devices, they need more from us. Customers now need to find reasons to engage with their devices.

This is the perfect chance for the editor to take control. Content will drive the success of the devices that fill our "appmosphere." The successful editor will need to create high-quality curated content. This is a fantastic opportunity for any editor in publishing to take back control of the experience and the future.

Last week at CES I was fortunate enough to meet with a few publishers who are preparing to do just that. There are some very encouraging plans regarding innovation, growth, and new ways of distributing content in a manner that drives significant increases in revenue.

So…what do you think? Is there a chance?

Editors Choice image on home page via Shutterstock.

Tags:

ClickZ Live San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Jeanniey Mullen

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...