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And it was Digital.  And Amazing.  And Beautiful.  In a Space-Agey, Totally Green Way.

I’m really not a Monday person, especially when I only have access to one round of coffee.  So I was somewhat a disenchanted with with the concept of sitting in a rather uncomfortable chair (sorry NYU) for eight hours with few breaks when I went to class this morning.  Until my mind was boggled with presentations and a glimpse into the future as seen by:

  • Steve Malley, Senior Deputy Editor, ESPN magazine
  • Robert (Bo) Sacks, Owner, The Precision Media Group
  • Jeanniey Mullen, CMO/EVP, Zinio
Pay-caption found on ESPN Magazine's site

Pay-caption found on ESPN Magazine's site

Malley presented first, and had a hard time containing his evident excitement as he shifted his weight and gestured wildly with his hands behind the podium.  He is the first Editor of the many we’ve heard speak who has put their digital content behind a pay-based wall: Yes, that means the content found on ESPN.com is no longer free (which is too bad, I really wanted to read the story about Kim Kardashian and Reggie Bush).  Malley compared the current changed in the media industry right now to when Gutenberg invented movable type – so people, get ready for revolution.

Bo Sacks is impressive, having held what seems like every title available in the publishing industry (Twitter @bosacks).  Some of you may be impressed with his status as the Founding Father of the High Times magazine, but today he spoke from his position as President of the Precision Media Group.

It’s more important to know how to search for a fact than know a fact. -Bo Sacks

Sacks is omnipresent in ways, dividing the media as “BD” or “AD” – Before Digital and After Digital.  He showed mind boggling technology amid humorously photoshopped pictures (there were quite a few laughs of Einstein with an iPod, etc.).  The technology shown is light in weight, small in stature but is without a doubt changing the publishing industry: e-paper.

e-paper

e-paper

This foldable, bendable, light weight piece of space-age technology will in the future be a pocketable book, but for now ables the Kindle and Sony E-reader.  It is expected to have a virtual keyboard – as in it somehow reflects a keyboard onto a surface that somehow tracks your actions (crazy I know, I really can’t explain the concept, it’s akin to magic to me).

Crazy e-paper aside, Sacks says that while he doesn’t believe magazines should not be printed, he does think the physical editions will become more expensive and only account for 25% of the market within ten years.  Without a doubt, he believes competition to be redefined; digital publications to become stronger and more reliable; and the digital publishing realm to continue its advancements.  Senior management beware: put your palpable fear aside, Sacks thinks my generation is the smartest.

Who reading this had “paged through” a digital magazine? I’ve had very little experience with the medium and have always thought of magazines to be much more of an experience – glossy pages, perfume samples, vivid ads… That is, until Jeanniey Mullen of Zinio presented her site.

Jeanniey Mullen

Jeanniey Mullen

As EVP/CMO, Mullen is in the ideal role at Zinio.  In an arena with plenty of room for growth, (unlike the cell phone industry which is almost at full saturation) she is at the forefront of a fast-emerging media – the digital magazine.  With printer and distribution costs on the upswing and weak advertising revenue, many magazines are struggling (some even closing, like Domino and Nickolodean Kids) at this time.

Not only are digital magazines more economically friendly (ie green, so automatically trendy), but they offer more opportunities for interaction both with the content and advertisements.  Mullen pulled up the Zinio-published women’s magazine Viv, and I was astounded at the potential.  Not only is the reader able to actually change the model’s clothes in a photograph, but the advertising content is able to be interacted with as well.  The ads change content within a brand, and even link through to individual websites where the featured product can be purchased.  Dior took the advertising a step further and embedded their TV spot with a corresponding print ad, along with a link to purchase directly.  Unlike traditional advertising, specific metrics are available!!!!!!

What’s shocking is that the digital magazine advertising is still considered in line with print – not a different, more expensive business model.  I see potential to change to a CPM business model as the digital magazine industry continues to grow, with potential for different advertisers to buy identical content that changes once a minimum number of impressions has occurred (does that make sense other than in my head?).   Now Zinio is a company for which advertising sales would prove fascinating.

Another really cool aspect the digital magazine realm offers: the ability to save interesting content!  I am one of those people who tears pages out of things I like – from fashion to recipes to editorial.  But, not being organized I don’t have a filing system other than “storing” the torn out pages in random locations, never findable when needed.  Being able to save content to my computer is totally different, and a concept I will embrace and keep organized!  Also, magazines are searchable, so you can skip directly to the content you want.

I already followed Mullen on Twitter (@empg) and was pleased to see she had tweeted during her time at NYU, which made me an even bigger fan.  I’ve already acted on her advice to try out http://www.goreadgreen.com and signed up a a FREE one-year subscription of Viv!  Go online and choose your subscription today, and take a look at Zinio.com for the latest and greatest digital magazines.  My new plan to fulfill my promise to get Dad an Esquire subscription is to do it through the digital medium; 12 digital issues only $7.99!

All Webbed-Out: Summary of eight hours of digital content

I have had the most ridiculously filled day of digital content.  Of course it’s all new, all interesting, and all slightly overwhelming.  From discussing new business models, to Twitter blurring the line between social media and all media, along with insider tips on SEO strategies, I feel as if all my new knowledge makes me quite the digital princess.

During class my digitality (made-up word) began when Hearst Digital Media (yes, Hearst of the Media empire) was generous enough to share with the NYU SPI class three of their top officials to discuss “Websites Gone Wild” and “Get the Work Out, Get the Traffic”:

  • Chris Johnson, VP Content and Business Development, Hearst Digital Media
  • Beth Ellard, Content Director, Hearst Digital Media
  • Dan Roberts, Senior SEO Strategist & Analyst, Hearst Digital Media

The session with Johnson and Ellard focused on the different ways Hearts utilizes the web to drive traffic to their 12 magazine branded sites and 8 digital-only entities.  These 20 Hearst owned sites reach 10% of the total internet audience monthly.  This massive digital reach translates to about 1/3 of all their magazine subscriptions coming from the web80% of the traffic on their magazine sites looks at pure digital content; not the re-postings of print editoral.

Roberts is a self proclaimed “Data Geek” who has knows how to match Hearst’s content with what people search for, aka Search Engine Optimization (SEO).  Hate to say it to you naive websurfers out there, but the first hits that come up on Google don’t appear by chance, but a well-orchestrated plan.  Roberts is a fan of NOW Media: More than the “new media” we’re used to hearing about, as that’s already dated, this is the current digital landscape that’s constantly changing.

Advantages of NOW Media:

  • Distribution has never been easier
  • We (my generation) are experts
  • We know what works

NOW Media reality/challenges:

  • Rules are constantly changing, techonology always evolving
  • There is micro-attention (aka Twitter) and mega-noise (digital clutter)
  • You can’t always control the message – your brand can be discussed in user generated content that is beyond your regulation

The digital-ness of my Wednesday was made complete (after getting lost on the Subway for an hour- DO NOT use Google maps for the NYC transportation system, it lies!) by attending Mashable NextUp NYC: Social Media Marketing 101 (thanks to @TheUndomestic!).  The two keynote speakers were obviously incredibly smart and web-savvy:  Steve Rubel (SVP, Director of Insights for Edelman Digital) and Mashable’s Founder and President, Pete Cashmore.

Rubel spoke first on the five digital trends to watch (bear with me, my notes are quite scribbly after one very strong vodka soda):

  1. Satisfaction Guaranteed = Customer Service + PR: brands must audit online experiences
  2. Media Reforestation: Paper is going digital.
  3. Less is the new more: People are no longer gorging on media and often choosing selective ignorance.  More impotant than ever to shape search shelf.
  4. Corporate All-Stars: People within your company standing by your brand in the digital space.  Ex: @ScottMonty, as Ford on Twitter
  5. Power of the Pull: Write for searches, not for readers.

Then Pete Cashmore got on stage with his nice accent and talked to a panel of other professionals about their web opinions.  Wow they’ve done a lot for charity – check out and contribute to Charity Water; they’re doing incredible things.

Whew now time for bed, hopefully I’ll get to write up the other amazing speakers from Rodale, Seventeen magazine, Time Out, and People Style Watch tomorrow.

So a few days ago thanks to one of my Twitter friends (I don’t care if some of you think it’s pathetic, it’s become quite enjoyable!) I came across the New York Times article “Is This the Time to Chase a Career Dream?” by business coach Pamela Slim. She was surprisingly optimistic, saying  “People from all walks of life are realizing that a time of economic turmoil offers a great opportunity to reinvent careers.”  So this fueled my hope, even though I don’t think the worlds of advertising and publishing are totally dissimilar, it is definitely considered a new career category on LinkedIn (add me by the way, I’d love to be “linked” – Lydia Hirt).

As of Tuesday, I have been invited to follow my dream of publishing

My NYU Happy Dance

My NYU Happy Dance

all the way to New York University and take part in their Summer Publishing Institute! As of today, my deposit has been submitted (though I would appreciate a receipt of a reserved place, NYU!) and I am looking to book a flight MAY 30!!!!

I had been hesitant to share the application process since I didn’t decide to attempt this career path until a few weeks past application deadline, but whether the economy or my sparkling application (obviously the latter!), I’ve been accepted.  Beginning May 31, I will embark on an intense six weeks of class full-time in The Big Apple!  With three weeks focusing on magazine publishing and three weeks on book publishing, it’s a well rounded program that I believe will leave me with beneficial experience and skills. I’ve read awesome reviews about this program and spoken with graduates, all of which have served to even better convince me it’s a worthwhile investment.

Both exhilarated and terrified, I lay awake at night thinking of the possibilities and stressing about packing.  Not to mention missing two months of Chicago’s summer (especially painful when I think of the swimming pool on my roof!) and leaving my friends, but I have the highest hopes this opportunity leads me where I want to go – launching a career in Publishing.

I really only have four friends in NYC and none of them hang out with each other: A girlfriend recently transplanted from CT with few contacts, a close guy friend who’s a busy med student, a rapper whom I doubt I would fit in with his “crew” and a girlfriend living in London for three months (I guess she doesn’t even count).  So send friends my way, I accept charity!

PS: I need a subleaser for Chicago June 1 – July 19, any suggestions/contacts?!?  Sweet apartment, two amazing female roommates, a pool on the roof and an amazing view from the 24th floor – any takers?!

Though I abhor Facebook status updates, gchat away messages and the like, I’ve recently embraced Twitter.  Hypocritical? Narcissistic? Pathetic? Maybe all of the above?  So yes, my title “tweeting” is a verb.

twitter-pageDon’t judge, you can choose to opt in to my random thoughts, current activities, literary commentary and things for which I am thankful  at your will – no obligation here.  Twitter is a surprisingly simple social media network in which I’ve been pleasantly surprised by the content and users.

Give it a try – find me on Twitter at http://twitter.com/novelwhore.

March 2017
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