www.fipp.com April 2007 | Magazine World | 13
“Our most successful websites are inspired
by or are part of our most successful brands.
You don’t pay a licence fee to use the power of
the brand – one we’ve built for over 80 years.”
William Kerr, chairman, Meredith
Corporation, USA
“Of course the brand brings expertise.
Of course the brand is usually well known
to advertisers. But a brand is linked to a
concept and sometimes a concept is too
small. So we need to work on that and when
we don't need to rely on the brand, we won’t.”
Arnaud de Saint Simon, CEO, Psychologies
KEYS TO
Magazine (FINEV), France
DIGITAL
“The web is not really a medium. The web is
SUCCESS
like electricity. It's there, it's empowering
and encompassing. Within the web, you have
Nine tips from Arnaud de Saint
audio, video, search and the ability to speak
Simon, CEO, Psychologies
back and forth. That shows you that your
Magazine (FINEV), France, on how
brand can flourish by making use of it all.”
to make it in the Web 2.0 era:
Jim Spanfeller, president and CEO,
Forbes.com, and chairman, Interactive 1. Management has to commit.
You can’t rely on those geeks
“The transitional core skills that we all
and nerds from the seventh fl oor.
possess as magazine publishers still stand
It’s very complicated and if you
us in good stead. We understand how to
don’t commit to this new media,
get into the mind of our audience. We know
then you will never make the
right decisions.
how to create the most relevant, valuable
content and we know how to get it to them.
2. Don’t let magazine people do
Those things that made us great magazine
your website. If they do, it will
publishers translate absolutely into this have great content but miss most
new environment.” of what the web has to offer
.
Bill Murray, managing director, group
business information strategy,
3. Enforce interaction between
Haymarket Publishing, UK
the magazine and the website.
Have people work together in
“We are not primarily magazine people
terms of editorial and marketing.
– we are storytellers. And our job is to tell
4. Accept that you must unlearn
it through the best suitable media.”
almost everything you know. Do
Ulrik Haagerup, editor-in-chief, Nordyske
we write for our readers or for
Medien, Denmark Google? Journalism today is
a mix of content, marketing
“For hundreds of years, we’ve been the link
and building communities.
between consumers and brand owners.
If they become their own link, where does
5. It’s not your website – it’s your
that leave us?”
users’. You are a platform. They
James Tye, CEO, Dennis Publishing, UK
won’t come if you don’t give
them what they want.
“Our industry has strong assets to succeed
6. Speed is key. Things change
on the web: reader communities, trusted
every fi ve minutes.
brands, in-depth content, specific segment
expertise and unique relationships with
7. Launch quietly – don’t waste
advertisers. The internet allows us to
money on promotion. If you’re
leverage those assets, extend or stretch
not sure about your website, you
our brand and generate revenue.”
can launch, test, optimise and
Didier Quillot, CEO, Lagardère Active
then make a big splash.
Media, France
8. Yes, it does cost money. A lot
of money.
From top: Dharmash Mistry, Didier Quillot, Ulrik 9. No, your website will not kill
Haagerup, Andreas Wiele, Hubert Burda, Hanzade your magazine. If you do a good
Dogan, Bill Murray, Jim Spanfeller job, it can enhance the brand.
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