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Multiplatform Content Strategy

Posted on Thursday, March 31, 2016 at 9:36 PM

In the news: Asking readers not just to read, but to watch and listen as well.

"A publication is meant to be read," writes Lydia Kaldas, the Economist's SVP of strategy and channel relationships, in a March 28 Foliomag.com piece. But today's magazine content is no longer limited to just the written word; more and more, magazine brands are incorporating video, audio (e.g., podcasts), and other app content into their content stream. This has led to what Kaldas dubs the "'read, watch, listen'" content strategy.

Today's magazine publishers must cater to three different types of consumers: readers (of the written word, whether in print or digital format), listeners (to podcasts and other audio offerings), and watchers (of video content). Also important, says Kaldas, are technology partnerships to improve a magazine's reach. Read more of her discussion here.

Also Notable

Digital Newspaper Apocalypse?

A Bloomberg.com headline this week reads, "Newspapers Gobble Each Other Up to Survive Digital Apocalypse" (Gerry Smith, March 29). A tagline below reads, "More than $800 million in deals seen last year, most since '08." Smith likens the current crop of newspaper publishing mergers and acquisitions to "feasting on each other for survival." The headline paints a bleak picture as print circulation and ad revenue continue to drop, but newspaper brands are exploring niche websites and new revenue streams that are helping turn things around. Read more here.

2016 ASNE Awards

This week the American Society of News Editors (ASNE) announced its 2016 journalism awards. According to the website, "The ASNE Awards honor the best in print, digital and video content in nine categories." Among the winners were Alissa Rubin of the New York Times (Batten Medal) for her coverage of women in Afghanistan and the staff of the Baltimore Sun (Breaking News Writing Award) for its coverage of the Freddie Gray story. Read the complete list of winners and finalists here.

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