Print and Online: thoughts on modern publishing

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This week, there was some interesting buzz around modern publishing. How the future might look can only be found between the lines of the news. Let’s face some of these indicators of the modern publishing industry…

In Germany, we have had the breaking news that Vanity Fair will be closed down – the magazine survived only two years. Is this a sign for the publishing industry that print is dead? Or just an proof that the publishers have not found the right approach for a target group? OK, America loves VIPs, so does the UK, and even Austria the famous opera ball (yesterday) indicates some addiction to vanity sanction. In these countries people love luxury goods, focus on lifestyle and want to be up to date in the VIP scenario. Pure news business, great for ‚word-of-mouth‘ conversation in the bars.

Some thoughts… In Germany, can we doubt that people don’t even appreciate socializing in bars in the night? Is jealousy a ‚critical‘ mentality topic in the German society? Is there a nightlife that the other mentioned countries can offer? In the end, how about the editorial approach when all these questions remain with an at least ‚50% Yes‘ in the room, and when there is no word-of-mouth VIP-society?

The TIME magazine just awarded the 25 best blogs in 2009 – but also ‚downsized‘ the ‚ratings‘ of some famous blogs. Let’s have a look at the top and flop 3…

Top 1:
Top 2: The Huffington Post
Top 3: Lifehacker

Flop 1: TechCrunch
Flop 2: Gawker
Flop 3: The Street

Are we surprised that the Huffington Post is amongst these top three blogs? They raised 25 Mio. US Dollars investment this week. But wait a minute? How are they monetizing their platform? Classical advertising models like banners, text-ads, paid links and Google AdSense, right? Is this the future of monetizing an online publishing platform – monetizing based on reach? Is this pioneering?

If you doubt this, then how do we have to face modern publishing reality? What is responsible for the Huffington Post success? Editorial credibility (3,5 Mio uniques, 60 mio. page impressions), the political new way of opinion-forming, the modern blog publishing format or just the name of the founder Arianna Huffington? Or was it just the Obama hype that made this blog famous? A mixture of everything maybe…?

Techcrunch is one of the most quoted websites in the world today. Nevertheless, it finished in the flop 3. Did the quality go down because Michael Arrington wants to sell the blog? Or are there other reasons for their downsized rating than those of the TIME magazine?

Spot On!
According to the cluetrain manifesto: markets are conversations. Bearing this in mind, publishers of all kind need to have a close look to the talks of the target group they intend to address, which market mentality they wish to access and above all, if there is a ‚word-of-mouth‘ power for the publication in the entered country. The publisher editorial teams need to find the right investigative approach to modern journalism that makes people want to think and generate content for them, not answering peoples‘ thoughts – in order not to face a publishing crisis. Having a monetizing model in place is the justification for a business model and an investment round. But it does not have to be innovative, it seems…

PS: Can we summarize… First, there were print magazines, then there online magazines and now we have blog magazines? A lot of questions… open to your word-of-mouth.

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2 Kommentare zu "Print and Online: thoughts on modern publishing"

  1. Pages tagged "publishing" am 21.02.2009 02:16 

    […] bookmarks tagged publishing Print and Online: thoughts on modern publishing saved by 5 others     meeetcho bookmarked on 02/20/09 | […]

  2. Greg Cryns am 23.02.2009 08:37 

    I don’t think that traditional magazines are dead.

    Frankly, recently I’ve been looking at print magazines much more often. I like the way they look and feel much more than web info.

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