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fipp.com Q4 2008 | Magazine World | 43
event report
digital: tokyo
go Mobile to stay
ConneCted
More than 500 delegates went to Tokyo in November to hear international speakers
discuss trends and opportunities for magazine publishers in Asia. The conference
covered many aspects of digital publishing, but the focus was on mobile technologies,
where Japan and Korea appear to be more advanced than most Western publishers.
T
he First Asia-Pacific that Asian publishers are meeting
Digital Magazine Media
Büchner’s tips on
the expectations of a changing
Conference, co-sponsored staying successful media environment, and are
by FIPP and Japan Magazine
in digital publishing:
keeping their audiences happy.
Publishers Association (JMPA), The popularity of Manga comics
was opened by Kunihiko
01. Classical online publishing
was discussed, showing that
Muramatsu, chairman, JMPA, who
Create more exclusive material,
this phenomenon works well on
said that Japan has unique content
greater independence from news
mobile. Although these comics
and mobile technologies, and that
agencies and improve quality.
are not a common element
other publishers must turn the
02. Video
throughout the world, there is
current economic situation into
Let users choose what they prefer due to screen size.
certainly a lot more to learn from
an opportunity by learning about
– either the whole clip, or just
04. User generated content
this trend.
part of it. Publishers must give
these technologies.
Büchner gave the example of
users the online experience they
Didier Quillot, CEO, Lagardère
Jim Spanfeller, president and
Einestages.com, a contemporary
demand.
Active, closed the conference by
CEO, Forbes.com, USA, gave the
history site which has embraced
03. Mobile
saying: “Digital is not a strategy,
first keynote speech of the day.
UGC. Users of the site are given
Publishers need elegant and easy maximum freedom to present their
it’s a necessity.” He gave the
He spoke of synergy between
to use formats for mobile and own content.
example of Elle, and showed how
print and online, and said that
content should be easy to navigate
the company is in transformation
simply creating a companion site to become a fully integrated
for a magazine is not enough any business. He said that doing
more. Spanfeller said that finding A session on digital advertising Atsuni Watanabe, editor-in-chief, this will help to “exit the current
a brand’s biggest asset and focused on the need to integrate Nikkei Trendy, Japan, said that crisis.” Quillot added that both
leveraging it correctly is critical. advertising seamlessly into her title is focusing on editorial consumers and advertisers
John Zieser, chief development digital content in order to target quality, but wants to create are looking for a 360 degree
officer of Meredith, USA, gave messages to the specific digital something new and different. approach in terms of content
an overview of Meredith’s digital consumer. It also suggested video She said that paper is simply a delivery, and that digital should be
strategy, saying that its aim is to is the most effective format for tool, and if their content works on at the centre of this. Closing the
provide content for its audiences online advertising. other platforms - including mobile conference, he said: “There is no
wherever, however and whenever Mobile was the ‘hot’ topic for - they will try it. other way to exit the crisis, but to
they want it. He said that “online the remainder of the conference. The conference demonstrated accelerate digital.”
can only reach its potential when
combined with other channels
including print, which means that
Meredith has an advantage over
its online only counterparts”.
Wolfgang Büchner, editor-in-
chief, Spiegel Online, Germany,
continued this theme, first asking:
“Can we monetise content after
this financial tsunami?” Büchner
argued that editorial content is
key, and that putting quality first
will benefit publishers in the
long term.
Delegates gathered to hear John Zieser explain how Meredith’s digital strategy works.
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