Ten stories from 2011 customer publishers should read

As we enter into a new year, it is time to look back at 2010 and provide you with some essential reading you may of missed. Below is a collection of ten stories from 2010 that are worth catching up on. If you haven't read them yet, please do; if you have read them, read them again.

1. Jeremy Leslie's iPad review

One of the first to review the now much loved gadget, well ahead of the general launch, Leslie was impressed with Apple's iPad, calling it "is a gorgeous, gorgeous piece of technology." His thoughts touch on some of the key issues for app designers and newspaper and magazine publishers, and the only negative Leslie had to say back in April was the lack of good apps. A thing which has, and continues to be, improved. Click here to read Leslie's full review of the iPad.

2. App editorial is delivered, not sought

Earlier this summer, Paul Keers of Axon Publishing made some interesting observations on his blog about the way in which readers approach content on an app (iPhone and iPad) compared with a website. ‘One significant potential advantage of apps over websites is that the reader/customer has chosen to access, in fact to order, the content via an app, rather than come across it via search. This provides a very significant advantage - editorial content does not have to be written in order to obtain a high search rating.'

3. Brands enhance consumer loyalty through branded content

Brands from Sky to Asos, Asda and Orange are producing magazines to broaden their scope for customer interaction, boost sales and bolster their online strategy. With marketers now looking for innovative ways to promote their brand Marketing Week Magazine discusses how branded editorialised content has become the vehicle to enhance consumer loyalty.

4. Five tips for improved Facebook brand pages

Having a presence on Facebook is good for brands who wish to engage with existing and potential customers, to build brand loyalty and establish a presence online. In November Wallblog shared five tips on how to improve branded Facebook pages, the paramount thing being to have a clear objective.

5. Web 2.0 is changing the content battlefield

Content used to belong to traditional media and larger online players, where the quantity and quality of news and content was controlled by relatively few. Since the emergence of blogging, microblogging, YouTube, and Flickr to name a few, this is changing, and is becoming more diverse and dispersed. Some larger organisations have embraced the change from a ‘one to many' model to the ‘many to many' model. Econsultancy looked at key strategic issues to consider, including data owning and content niches.

6. Seven reasons print will make a comeback in 2011

2010 can very much be described as a digital year; with the launch of the iPad, Twitter growing in importance and Facebook existing in a constant state of flux. However, in August, Joe Pulizzi on Junta 42 makes a case that there is still a role for print and that 2011 will be the year print makes a comeback. Read Pulizzi's seven reasons here.

7. Can customer publishers ever charge for online content?

In spite of many customer magazines being funded by their brands, customer publishing companies do have a history of charging for its content. Ahead of The Times disappearing behind a paywall in the summer of 2010, we looked at if a subscription model for online content could deliver revenue for customer publishers in the future. Receiving mixed reaction from the industry at the time (read more here), now, with the fall in readership for News International since launching its paywall, perhaps it will still be some time before customer publisher companies start charging for online content.

8. Top 30 UK brands on Twitter

Over the past couple of years, Twitter has grown into a mature social media channel for brands. It is an avenue through which brands can inform followers about events and new launches, as well playing a key role in customer relations' strategies. Sutro Digital researched which UK brands - or UK divisions of a brand - are doing well on Twitter, and produced a list of the Top 30 UK brands on Twitter by number of followers, which sparked conversation and debate.

9. How publishing re-imagined the magazine in the early days of the Tablet

In March this year, industry website Paid Content published a comprehensive round-up of how publishers are going to use the iPad and tablet PCs. Having collated fifteen videos which show all types of content companies demonstrating their versions of the future of online magazines. Look at what the likes of Wired, Marie Claire, Ikea and Penguin Books had planned here.

10. Content sites better at engaging consumers than social media

A study by the Association of Online Publishers (AOP), as reported by New Media Age, found that engagement and ad responsiveness are strongest on original-content sites than social networks or portals. Its findings suggest that web users are almost twice as likely to trust ads and brands on original content sites than social media sites; 60% of those surveyed say they trust brands' content sites; which are also better at influencing positive brand opinion. Conclusions included replacing conventional engagement metrics with a new set of metrics to account for how different types of sites impact user engagement and responsiveness in different ways.

We hope you enjoy these, and there will be plenty of things to come in 2011.

The future is publishing!

Posted in
21stDec 2010

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