Renetta McCann, CEO Americas for Starcom Worldwide gave a pitch for using new delivery methods at a magazine conference…McCann suggested a number of multimedia possibilities for magazines to, as she described, “deliver more robust screen-like behavior”, such as creating ‘mobilsodes’. She also mentioned potential VOD programs that feature magazine content, as well as offering consumers the power to choose which sections of the magazine they would like to receive, thereby creating personalized versions of publications.
Meanwhile, Jack Kliger, CEO of Hachette Filipacchi Media said all these suggestions make a lot of sense, but “We must figure out what the consumer thinks is valuable and what they will actually pay for.”
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