"No More School Books, No More Teachers' Dirty Looks" and Other Thoughts - Steve Blacker - MediaBizBloggers

What will the nearterm future impact be on print if school textbooks become obsolete Imagine a generation of young people no longer learning from textbooks but from digital textbooks and lesson plans presented on their classroom PC39s Will these young people turn to newspapers magazines and books If you doubt this is happening read onquotTextbooks have not gone the way of the scroll yet but many educators say that it will not be long before they are replaced by digital versionsquot The New York Times reported on August 9 quotA Beyond Textbooks initiative encourages teachers to create and share lessons that incorporate their own PowerPoint presentations along with videos and research materials they find by sifting through reliable Internet sitesquot Sheryl Abshire of the Parish School system in Lake Charles Louisiana addsquot They are digitally nimble and think of knowledge as infinite They don39t engage with textbooks that are finite linear and rotequot Perhaps the Magazine Publishers Association and others ought to start a quotSAVE PRINTquot initiative Otherwise we will become a nation dependent upon spell check and nimble fingers and no one will be able to write their own nameESPN already has a virtual Googlelike monopoly on sports It has the athletes it covers running promo spots for ESPN And now ESPN is getting ready to outbid NBC for the rights to telecast the next Olympics Whatever it costs ESPN intends to prevailIs there anyone out there that can explain the actual implications of healthcare reform to me I know it is needed but so far I am totally in the dark as to how this will be accomplished And can a government that didn39t save Lehman Brothers and was unable to project the demand of quotCash for Clunkersquot be able to predict what will happen if major changes are quickly made to our existing health care system Why can39t we take our time and do it rightRegardless of what happened to Portfolio Domino Cosmo Girl House ampamp Garden and others new major magazine launches will continue to occur when the new publication is launched from a successful TV show Note the success pattern with O the Oprah Magazine Everyday Food From Rachel Ray and The Food Network magazines TV content can become print content the same way a magazine39s video content can become a TV show Rather than looking at content as being one dimensional content needs to be developed from existing media platforms that have strong consumer brand appeal and can extend to other platformsHow come Meredith39s Publishing group is always ahead of the other major publishers Jack Griffin39s new marketing initiative links Meredith39s fourteen major magazine brands and 175 special interest publications to all its other media and marketing assets to form National Media Brands Its concise marketing message is extremely impactful quotTo engage 75 million women at every touch point in their lifequot Thanks to Griffin39s innovative leadership Meredith39s major titles such as Better Homes ampamp Garden and Family Circle are having a banner yearThe new Veronis Suhler Communications Industry forecast holds no surprises Internet ad spending continues to grow up 92 to 238 billion and mobile is up 181 up to 13 billion The big losers are the usual suspects newspapers down 187 to 355 billion and consumer magazines down 148 to 11 billion Given the ongoing collapse of newspaper ad spending the 355 billion that still remains should fuel future Internet and mobile growthWoman39s Day magazine continues to be a major brand because of SVP Chief Brand Officer ampamp Publisher Carlos LaMadrid39s ability to create multimedia platforms that offer real benefits for consumers and advertisers The tag line quotLive Well Every Dayquot and the recent editorial focus on differentiating Woman39s Day from the more traditional woman39s service publications has successfully moved the publication more towards becoming a lifestyle magazine Regardless of what Hachette US plans to do with its magazines Carlos LaMadrid has a winning formula for continued successMarketing paralysis by overanalysis Geomentum a new unit of Mediabrands an ad planning division of the Interpublic Group will attempt to figure out how to divide ad dollars amongst almost 40000 ZIP codes in the United States It will sometimes zero in on just a city block The data will come from customer loyalty cards from retail chains such as CVS Since all advertising and promotion works together not in isolation might not the time and money be better spent in testing new creative approaches ranging from packaging coupons and print ads to all other forms of promotion and media How people shop is a result of the quality of the product and the effectiveness of the marketingIf Elle magazine had all the marketing staffing and promotional support that Vogue has imagine what its business potential could really be Elle39s August issue carried 130 pages down 95 while the heavily endowed Vogue carried just 928 pages and was down 311 Too bad the French won39t give Elle SVP Chief Brand Officer and Publisher Carol Smith more support Alain Lemarchand US Hachette President totally ignores Smith39s accomplishments and continues to make draconian cutsIs Ad Age correct Its new survey predicts no ad recovery for the second half of the year That39s bad news for all media The TV Upfront which has up until now been immune just closed down 1015 with lower rates at around 8 billion Even as the economy finally recovers ad spending will never be the same Advertisers are getting used to using nontraditional media and putting even greater emphasis onlineHouse Beautiful39s new pouch cover which carries an ad for Glidden paint is highly effective and a real consumer service The ad consists of a chart that provides paint advice with an ad on the back Hearst has been fairly creative in developing cover marketing opportunities for advertisers These are not oneshot programs but tied to major schedules To use a cover promotion to sell a schedule creates 12 new marketing opportunities for any publisherMediamark39s MRI new ad measure study for magazines which calculates how many readers saw or took action after seeing a specific ad in a specific magazine deserves industry support Under Kathi Love39s leadership MRI has provided new metrics to help magazines The ad measure study can finally put print on a more level selling field with TV and the Internet It certainly provides accountability which is what all advertisers now demandSteve39s new book You Can39t Fall Off The Floor The Insiders39 Guide to ReInventing Yourself and Your Career chronicles his 50 year career working for over 25 different companies with 189 lessons learned and insider tips from Gayle King Cathie Black Chuck Townsend and 28 others Blacker is still going strong today as a partner in Frankfurt ampamp Blacker Solutions LLC His web site is blackerreinventionscom and email address is blackersolutionsaolcomRead all Steveamp8217s MediaBizBlogger commentaries at Steve Blacker MediaBizBlogger

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"No More School Books, No More Teachers' Dirty Looks" and Other Thoughts - Steve Blacker - MediaBizBloggers

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