Regarding print strategy today “the key is to align the various platforms according to what they do best. The print publication can add context to what was reported online the day before,” says Joseph Weisenthal of paidContent.

The panelists also felt that advertisers should try to target narrow audiences within their broad reach to get maximum results.

Kent Brownridge, CEO, Alpha Media Group (Maxim) explained the key to success in magazines: “The most successful magazines, lately, are the ones that have discovered a way to sell on the newsstand. The Newsstand does work, it works very well. Success of US Weekly is a testament to that.” In order to do this magazines must constantly reevaluate who their readers are and what they want from the magazine.

Regarding innovation, two main points are stressed. The first is that advertisers and publishers actually need to find ways to help consumers. The second is that the industry must find a way to draw in young readers.

Lastly, on the subject of competition Gordon Crivitz, publisher of the Wall Street Journal explains, “we know that the way people consume information is so different now. The web has made all of us users of aggregated content. In the pre-digital age, it was harder to get a third or fourth look at things, unless you had multiple subscriptions. A trade aggregator like paidContent, that’s what they do for us.”

 Source: PaidContent.org