2nd AnnualMPA-IMAGIndependent Publishers Conference
June 27-28, 2005 | Emory Conference Center Hotel | Atlanta, GA
Day 1 | Day 2 | Presentations
Day 2 Coverage
Navigating the Brave New World of Digital Media Explored at IMAG Conference
The challenges and opportunities of adapting magazine content to digital platforms was the main theme explored on the second and final day of the annual Leadership Conference for Independent Publishers. The June 28 panel discussions concluded the conference, which was held at the Emory Conference Center Hotel in Atlanta, GA.
The issue of what exactly constitutes a magazine was brought up during the panel The Platform Agnostic, which was moderated by MPA-IMAG Chair Stephanie Sandberg of The New Republic. Were a community builder through content, answer Bryan Welch of Ogden Publications. Clifford Sloan of Slate.com said, We view Slate as a daily magazine. He added that although Slate was not yet profitable, online advertising revenue was growing 50 to 60% a year.
Judy Rudrud of Utne described the immense challenges of trying to develop a cost-effective online model for her brand. I have more questions than answers, she revealed. Rudrud outlined the issues relating to a website her company launched called The Caf, which featured 80 public forums. She said they had trouble monetizing the site and now it is staffed only by volunteers. We wanted it to be a profit center for us, she said. Rudrud stated that currently Utne is considering a revamp on its website featuring more real time content.
MPA-IMAG Chair Stephanie Sandberg, The New Republic, moderated The Platform Agnostic panel. Panelist Cliff Sloan of Slate.com on her right.
Don Nicholas of Mequoda Group expressed dissatisfaction with many magazine websites. They are confusing, he said. Readers dont know the difference between the content part and the community part. They are incredibly Byzantine. Its amazing that we have anyone on our websites.
Margot Slade, Consumer Reports, said there were two things to consider in customizing content for the web. If they can use it, they will buy it, she stated. But it has to be easy for the staff to produce.
Following The Platform Agnostic panel discussion, Jason Pontin of Technology Review tackled the subject of whats on the technology horizon for magazines. He maintained that readers still want magazines, but younger readers have not developed the print habit. It gives me no pleasure to tell you this, admitted the former editor of Red Herring. Im a print guy. He added that his magazine averages about 14 full-page ads a month and all advertising growth is coming from his publications digital properties.
Pontin quickly took the audience through a dizzying array of technologies, digital services and websites that impacted many mainstream content businesses including magazines. These included E Ink, Google AdSense, Google AdWords, podcasting, and websites like Ireporter.com and Podcast.net. He also discussed the concept of ego-casting, where readers no longer rely on editors as knowledgeable arbiters of content. Readers are determining what they want to read and what they want to know.
All the technologies Ive pointed to create a much more competitive environment for established brands, he said.
He called Google the greatest company on earth and but he cautioned the audience on Googles ambitions. They want to index everything and were included in that, he said. They are making our lives difficult. Google bursts through the wall to our readers and advertisers.
Pontin concluded sounding notes of both optimism and pessimism. Its kind of a frightening time, he said, but its kind of cool. The traditional media forms are disappearing. On the content side, I think there will be a market for great journalism and data, and I think we can provide it.
The morning session also featured keynote speaker Ann Jackson from Ripplewood Media Holdings. Before joining the private equity firm, she worked at Time Inc. on several publications including People, InStyle and Real Simple.
In my new role, Im looking to invest in magazines, she said. I just want to say Im open for business.
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