@ EconAffinity: Getting Readers To Cross Each Other Online And Off

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[In progress] imageThe difficulty of managing relationships between a magazine’s online readers and in print depends understanding that in many ways, the users of each will remain separate, panelists at morning session at paidContent parent ContentNext’s EconAffinity conference. In terms of figuring out how to manage feedback from readers, panel moderator Lauren Rich Fine, Research Director, ContentNext Media, how did companies keep track of who their readers are. For one thing, Graham Hill, Founder of TreeHugger.com; VP and Interactive, Planet Green, said that surveys don’t tell you much. “The true survey comes at the cash register.”

Bridging print and online audiences: Lesley Pinckney, GM, Essence.com: You can’t deliver the same experience between print and online. With print, the reader sits down with a glass of wine after putting the kids to bed. She’ll carve out 30- to 40-minutes for that experience. With online, we have to be more topical. When you have a magazine with a lead of three months, it’s a different kind of DNA. We also invite people to meet their fellow commenters in person. Online, we’re also slightly younger, a little wealthier. So it’s a different kind of publication and it’s constantly evolving. More after the jump

Connecting the commenters: Picking up from where Pinckney left off, Rich Beattie, Executive Editor, TravelAndLeisure.com: We only see a 20 percent cross-over either way. We’re breaking stories apart and creating little tips around themes. People will come to our site through syndication partners like CNN and MSNBC (NSDQ: CMCSA) and come back to us to research their trip. Print and digital, in some ways, are not a natural connection. We’re now sending the readers from the web to print, which is kind of the opposite of the way things have been going. We try to do that with commenters by putting online users into the magazine. It’s a good proposition.”

Packaging: Taking an article in print and slicing it into different categories is the best way to make the connection between the print and online products, said Matthew Goldstein, COO of semantic ad server Peer39. “Users have a different experience with content in a magazine and on the web. And the presentation has to reflect that.”

2 Comments

David B. Fales

Hi, Dan
FYI, interesting content, – and also an interesting web site, fully 'tricked out' with social networking, links, etc.
regards,
Dave

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