About a year ago, I stopped referring to Bon Appétit as a magazine and started calling it a brand. Six months later I even dropped the air quotes. Not that it was easy. If you attended journalism school or worked for your college daily, you were reared on the separation of church and state. Editors edited, publishers sold ads. Period. But college was a while ago. The mediascape is so competitive and fractured these days, you can't not be in sync with your publisher—across all channels. And, man, there are a lot of channels. It's like we're DirecTV. At Bon Appétit we publish a monthly magazine, run a 24-7 website, crank out active Twitter and Instagram feeds, shoot weekly videos, produce special issues, publish cookbooks, record podcasts, orchestrate food festivals and throw really groovy dinners in our fancy-pants dining room at One World Trade Center. So yeah, we're a lot more than just a magazine. We're absolutely a brand. Or at least we strive to be. The question is, how do those of us formerly known as magazines operate on all these platforms while maintaining quality control and staying on message? What's the secret? I wish I knew. Adam Rapoport Illustration: Alex Fine What works on one platform often doesn't on another. In Bon Appétit (the magazine) we deliver a "premium" experience—lush visuals, rigorously tested recipes, far-flung destinations, highly curated goods and access to personalities we all wish we could be—or at least have a drink with. But... Continue reading at 'AdWeek'
[ AdWeek | 2015-06-08 00:00:00 UTC ]
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Total revenue jumped 9 percent to $367 million for Meredith Corp in the second quarter of fiscal 2011, driven by strong advertising growth and integrated marketing services. Total advertising revenue for the first six months of fiscal 2011 jumped 11 percent to $420 million (with total revenue of... Continue reading at Folio Magazine
[ Folio Magazine | 2011-01-25 00:00:00 UTC ]
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That might be the best news yet, as long as publishers remember why they went into bankruptcy in the first place. Continue reading at Folio Magazine
[ Folio Magazine | 2011-01-21 00:00:00 UTC ]
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Ten years ago, as the prospect of monetizing Web sites started becoming a reality for publishers, different departments butted heads over prime real estate: editorial wanted it for content; sales wanted it for advertising; marketing wanted it for promotion. Today, as the emphasis shifts away... Continue reading at Folio Magazine
[ Folio Magazine | 2011-01-20 00:00:00 UTC ]
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Publishers are launching iPhone and iPad apps on a daily basis (unless you're Bonnier, then it seems almost hourly). Many are coming from the usual suspects with deep pockets--Hearst, Conde Nast, Time Inc. etc. Continue reading at Folio Magazine
[ Folio Magazine | 2011-01-19 00:00:00 UTC ]
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Plot thickens: Dominic Lawson denies new accusations that he helped MI6 agents when working for the SpectatorRelated stories:MI6's lawyers lose spy book appeal Pen mightier than the sword Russian colonel's defection an intelligence coup for Britain Dominic Lawson, the editor of the Sunday... Continue reading at The Guardian
[ The Guardian | 2001-01-26 00:00:00 UTC ]
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