1212 | Magazine WorldMagaz ne Wor d | April 2007 April 2007 wwwwwww.fipp.comfipp.com
Digital ConferenceDigital Coonfeerennce
magazine media 2.0maggazine mmed a 2.0
FACING THE FACINGFFAACING THE
DIGITAL FUTUREDIGITADIGITTTAAL LFFUUTUTUTURREE
At the recent FIPP Magazine Media 2.0 conference,
there was accord and confl ict. But one thing the
international delegates all agreed upon was that
the magazine industry will never be the same,
says Laurie Alpern
A
t FIPP’s Magazine Media 2.0 conference, almost 300 delegates
from 35 countries gathered in Hanover, Germany, 14-15 March
to discuss the most burning issue in magazine publishing: the
threats and opportunities for traditional magazine publishers
confronted by new digital platforms.
Listening to speakers and panellists from all over the world, there were
many messages – some concurring, some conflicting. But there is no
denying it – the industry is changing. Here are some quotes, highlights and
key messages from the event. For a full conference report, please visit the
press release section of www.fipp.com.
“It’s not really true that content is king. “It’s much tougher to teach an old horse new
I would say that community is king.” tricks than a new one. We must learn a totally
Dr Hubert Burda, president, Hubert Burda new skill set. There is a whole new vocabulary,
Media, and chairman, VDZ let alone new technology. Our biggest
challenge is to bring in new people, but also to
“We have to redefine our behaviour. We have allow people who have been in the industry for
to redefine the journalism toolbox, which is 20 to 30 years into the new age.”
growing and changing. It’s seen as a threat Dr Andreas Wiele, president, magazines
because we don’t know how to use all the tools.” international, and member of the board,
Dr Bernd Kundrun, CEO, Gruner + Jahr, Axel Springer, Germany
Germany
“What do consumers want? What they
“We are delivering our customers want is what they want: whenever, wherever,
a community. A good, strong brand has in the format they choose, from the brand
a strong community and an emotional they choose. And the ability to interact. And
relationship with that community. The of course, they want it for free.”
internet allows us to add interactivity to Dharmash Mistry, managing director, Emap
that brand, to expand our reach.” Performance, UK
Hanzade Dogan, CEO, Dogan Media, Turkey
“You can translate and move a brand from
“That link between technology and editorial medium to medium, but it’s not the same thing
is very important. For the web, you almost when you move it to a different medium. If you
have to think of your tech people as being take the magazine and pour it into a website,
as important as editorial staff. They have to it’s not going to be successful.”
work together to create the best product.” Jim Spanfeller, president and CEO,
Rebecca Conroy, director, New Media, Forbes.com, and chairman, Interactive
BBC Worldwide, UK Advertising Bureau, USA
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