By Paul Pannone
The decline of printed magazines over the past decade forced companies like Conde’ Nast to reconsider their strategy and pompous attitude, as the internet continues to chip away at sales and revenue. Conde’ and others including Hearst kept their print and internet divisions separate. Only recently have the divisions started to really communicate and leverage one another’s reach to give added value to advertisers.
Linda Korman has patiently waited and managed to get print and internet to work closer together for her prom advertisers.
For years successful print companies treated their internet divisions like an orphan child and resisted change. But since the steady decline of printed formats and increased use of the internet print organizations were forced to recognize digital; because that’s what consumers want– and ultimately where the advertisers will follow. Hearst began their shift in 2006.
According to Hearst.com;
Launched in March 2006, Hearst Magazines Digital Media, a unit of Hearst Magazines, is dedicated to creating and implementing the digital strategy for Hearst’s magazine brands and other sites, which serve the company’s consumer audience. The unit oversees more than 28 websites and 14 mobile sites for brands such as Cosmopolitan, ELLE, ELLE DECOR, Esquire, Good Housekeeping, Marie Claire, Popular Mechanics, Road & Track and Seventeen, as well as digital-only sites such as Delish.com, a food site in partnership with MSN, and RealBeauty.com. Hearst Magazines has published more than 150 applications and digital editions for the iPad, iPhone and iPod Touch, as well as the Android platform.
At the Chicago Bridal Market in September Hearst’s Prom Magazines, Seventeen and Teen Prom, sponsored a morning presentation giving specific insight into their reach and reader buying habits. Hearst provided interesting facts and findings that we tweeted to our readers and followers that yelled for more.
According to Hearst data provided at the presentation that we regurgitated;
“74% of dress sales are in stores.”
The data suggest that 26% isn’t; leading to a war between manufacturers and pirates online. Another example of how the internet pits traditional against progressive– print versus digital.
Jim Duhe of Bridal Guide says there must be a peaceful balance and coexistence where print and digital provides value for advertisers.
“I can remember when only a small fraction of dress sales and advertising was online and was meaningless to anyone. Well that’s no longer true. There must be a balance and partnership between advertisers and where they decide to advertise.,” says Jim Duhe of Bridal Guide.
Duhe, a 40 year veteran, was among the first to embrace the internet and try to figure out how a great web presence could enhance magazine sales.
Advertisers and decision makers in Chicago told eWedNewz they take a good website as a given and now look to a greater social media presence from their advertisers, as consumers shift once again into their own interests and networking communities.
According to Duhe it’s extremely important to have an expert at the other end of a Tweet, post, blog, etc., if the company is going to seem real in product knowledge and professionalism.
Do you think we’ve seen the bottoming out in the print decline?
eWedNewz continues our coverage into the decline of print and how the Internet becomes an even greater resource for consumers.
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