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2013-12-19-2248

SNOW Magazine: Digital Publishing Done Right

  |  December 20, 2013   |  Comments

Barbara Sanders did something unique with SNOW; she put her focus on staying true to her roots and focusing on one main thing: the quality of the content.

If you have a digital version of your magazines, chances are you've had to make some critical decisions about your strategy, like:

  • Will you include interactivity?
  • Will you charge for it? Charge only if it is digital only, or charge for any access to it altogether?
  • To which platforms will you publish?
  • Will you have a native app for it?
  • Does the digital version add value to your digital advertising and web traffic, or is it meant to supplement the website traffic and onine advertising opps?

These are just a few of the questions.

For many publishers, agonizing over these questions can often drive tremendous stress and strain on companies. In many cases, these decisions mean the difference between success and failure, especially if you are a smaller publisher, or a newer publication.

With so many questions and options, what is a publisher to do?

2013-12-19-2248In an effort to shine some light on this topic and provide direction, I reached out to a woman who is one of my idols in the publishing business, Barbara Sanders.

If you don't know Barbara Sanders, she is the founder, editor and publisher of a high end, luxury magazine called SNOW. After founding the magazine, Barbara built the business so well that Bonnier bought it from her. Recently, she bought the magazine back from Bonnier and decided to take the reins herself.

After being challenged with all of the questions above, Barbara did something that was very unique and different than many publishers have done in the past; she made some quick decisions (to all of the questions above) to keep the business moving. Yet she put her focus on staying true to her roots and focusing on one main thing: the quality of the content.

For Barbara (and SNOW), creating and curating quality content has been her guiding light. Instead of asking the questions above in a vacuum, she is asking these questions in a bit of a different manner. She is asking, will this decision improve the quality of, experience with or access to my content?

I loved this idea and decided to test it out with a few of my own efforts. I was amazed how my answers to some of these questions changed with the right quality content qualifying content.

With the latest issue of SNOW released this week, to subscribers as well as to anyone interested in visiting the website, Barbara is putting her decision to the ultimate test. And I'm curious to watch to.

Expectations are that the quality of the content will drive a higher level of engaged fans who can drive better word of mouth, validation of the product and true interest.

I'll be watching to see how well it works. I hope you will, too! 

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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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