Should You Create Content and Hope to Get Paid for It? Or Aggregate Content? - Steve Blacker - MediaBizBloggers

Just ask GOOGLEWhile GOOGLE has become the 1000 pound gorilla there is certainly still opportunity to look for creative ways to aggregate either your own content or that of others Sports Illustrated has done a phenomenal job and created a major profit center in this area ie former SWIMSUIT ISSUES etc Why don39t more magazines such as Woman39s Day aggregate all their recipe content from their very first issueLook out AMAZON Walmart is significantly discounting upcoming major new books online by over 60 For example Sarah Palin39s Going Rogue list price is 2899 and Michael Crichton39s Pirate Latitudes 2799 are now being offered on Walmart39s Web site for just 10 Coming next Walmart39s quotAmerica39s Reading Listquot featuring 200 bestsellers and offering them at a 50 discount Big question whether or not AMAZON responds If they don39t Amazon could lose significant market share as Walmart builds up its Web site trafficIs McKinsey giving Conde Nast the right advice By eliminating two bridal books from the market place Conde has made it much easier for The Knot magazine to increase its frequency from semiannual to four times a year And Martha Stewart Weddings is launching a branding new national online luxury wedding expo as well as launching a Destinations Wedding issue The bridal category is certainly not dead Conde just seemed unable to profit from it Bigger question did anyone at McKinsey realize the damage the closing of Gourmet would do to the Conde Nast brand Making page one of the New York Times was nothing compared to the anger and frustration the Gourmet closing caused many major Conde advertisers Many in the media community were wondering how come McKinsey had Conde close Gourmet one of their most highly regarded brands but ignored the even worse problems that Wired Details Allure and Architectural Digest magazines are having The closure of Wired would have been a ho hum by comparisonThe MPA39s Innovation Summit disappointed most attendees As usual the MPA stated the obvious quottraditional print can be transferred to a digital formatquot but provided no answers on how to create a profit center from that When the cable ad bureau was launched it had one highly effective media executive running it with virtually no other staff aside from Joe Ostrow39s assistant Joe knew how to establish his priorities and help cable gain a larger market share Sad to say the MPA has stood by and watched print dollars shift first to TV then cable and now Digital It39s efforts while many have lacked a cohesiveness and ability to move client CMO39s Magazines are still highly impactful media brands Perhaps the MPA should get George Lois or Milton Glaser to create an quotI Love My Magazinesquot campaign Kudos to Bonnier for investing in it39s media brands Their current editorial and production improvements with the recently acquired titles from Hachette are a major improvementDon39t be surprised to see Saveur pick up market share from Bon Appetit Saveur has become a combination of what Gourmet and Architectural Digest use to be in their prime A print version of quotLifestyles of the Rich and FamousquotThe NASCAR and SCREENVISION partnership is a huge win for both companies NASCAR gets content exposure in 15000 movie theatres to a key target group ie young adult movie goers while SCREENVISION now becomes an even more viable promotional platform for NASCAR39s major sponsors The movie goer gets more exciting content to watch and SCREENVISION has new branded content to sell at a premium More media companies need to develop these types of partnershipsHOW DO THEY DO IT Once again Carol Smith SVP and Brand Director for Elle Magazine has beat out all her major competitors with ad page counts with her November issue Ditto for Carlos LaMadrid SVP and Brand Director for Woman39s Day This just goes to show that marketing smarts can often beat out larger budgets and staffs Hopefully Hachette President Alain LeMarchand shows some appreciationSO THE DOW IS OVER 10000 SO WHAT Jobs continue to be cut and eliminated at most major newspaper magazine broadcast and all other type media companies Will someone save the New York Times from theirquot Penny Pincher quot publisher The latest newsroom cut of 100 staffers further weakens the bgrand At some point what made the NYT a quotmust readquot for so many people will be no more SURPRISE Gourmet39s sub price of 12 issues for 15 was higher than SELF39s 12 a year sub offerCONGRATULATIONS ampamp HAPPY BIRTHDAY Michael39s Restaurant celebrates its 20th anniversary on November 4th While the ambiance of great art spacious dinning and a club like atmosphere is second to none the food has become equally as good Whether you sit among the media mavens celebrities or the rich and famous up front the service and food is outstanding throughout the restaurantFlorida International University 42000 students is now the 24th largest university in the country It39s mass communications and journalism school is one of the top ten FIU was started in 1972 with just 5400 students It has reinvented itself and today is the leading source for information on the HISPANIC market More and more companies are visiting FIU39s communications school to garner marketing insights from it39s outstanding faculty and student body which is 70 HISPANICSteve39s 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 MediaBizBloggers commentaries at Steve Blacker MediaBizBloggersFollow our Twitter updates MediaBizBlogger

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Should You Create Content and Hope to Get Paid for It? Or Aggregate Content? - Steve Blacker - MediaBizBloggers

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