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Magazines, Content Owners, & Publishers - It's Your Time to Thrive

  |  March 1, 2013   |  Comments

The top five takeaways from the Mobile World Congress and how to make sure the magazine industry doesn't just remain relevant in technology, but also thrives.

I spent this week at the Mobile World Congress in Barcelona. Besides being an amazingly beautiful city, I attended many incredible meetings. For my work in digital publishing, attendance was key in order to determine how the magazine industry doesn't just remain relevant in technology but how it can thrive.

The future is very bright for anyone in the original content creation space, especially magazines. Here were my top five takeaways that anyone involved with content should pay attention to:

  1. The future is here. And it takes at least two years to do anything. Lock in your plans now. Have you seen the home of the future? Check it out. In the technology innovation space, partners are locking down content partners now to work on game-changing programs they expect to launch in 2015 or later. Now is the time to build your alliances. In fact, if you haven't started yet, you might be late.
  2. Content drives differentiation for the technology industry. When you walk through 8.1 halls of a conference center, filled with devices of all sizes, everything starts to blur. They all start to look the same. The differentiator is the content installed onto the devices, and the user experience with them. Technology companies don't just want us, they need us. Be smart and you can capitalize on this in a very strong manner.
  3. Developers are your friends. In this new world, the device manufacturer's development team better be your best friend, or you are missing out. Outside of content differentiation, the experience is paramount. So make the most of it. There is no way your team will be able to know every nuance that the technology manufacturer supports. The great news is that today, most technology companies aren't just willing to help you gain that insight, they need it to survive.
  4. Don't be a tightwad. So many partners I met with commented that many publishers are not willing to share incredible or exclusive offers in exchange for promotion. Don't be a tightwad! Pre-installs do not guarantee success. You will need to be creative and think out of the box.
  5. Yes, you need an app. While the HTML5 versus app debate continues, don't get caught in the fray. Build an app that you can use for testing. It will be well worth it within six months of launch.

Well, there you have it. My top five list. What do you think?

If you were fortunate enough to attend the Mobile World Congress feel free to share your thoughts and comments here so others can enjoy it.

If you weren't able to make it to MWC this year, you can see some of the highlight moments here.

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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.

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