in this issue: industry news | amanda freeman: engaging generation y | interview: gary rubin | latest launches ENGAGE is a monthly newsletter designed to keep you and other association leaders on top of trends in magazine and web publishing, as well as in branded content. If you get even one idea a year, we'd like to think Engage is worth reading.
According to this news article, Scripps Networks' HGTV.com web site has launched a new interactive feature called Rate My Room. With a goal of "creat[ing] community around the common interest of interior design," the site encourages users to submit photos of rooms so that other users and professional designers alike can provide feedback and direction. Another article discusses HGTV's decision to distribute the content on their own, instead of allowing sites such as YouTube or MySpace to host the videos.
Weather Island
The Weather Channel is extending its brand with its latest creation, Weather Island, a headquarters in the 3-D virtual world Second Life. Not only will this allow TWC to screen episodes of Epic Conditions, their new adventure series, but Weather Island will also host an extreme sports park where users can live out their "epic" fantasies.
Game On
Already established magazines are also looking to expand their brands, and for many titles this means establishing and strengthening their online presence. This Wall Street Journal article features magazines such as Cosmopolitan that are venturing into online gaming to boost their web site traffic.
Reality Magazines
Television isn't the only media outlet following the reality trend; according to this MediaDailyNews article, niche publications East_West and Muslim Girl are showcasing "real" readers on their covers in an effort to connect with their demographic. Other newsstand publications, such as More and Wired, are working with advertisers to create promotional contests that award winners with magazine face-time.
Lights, Camera, Action!
According to this USA Today article, Time and TV Guide are creating fully staffed in-house TV studios to capitalize on the growing popularity of online video and the need to extend print brands in other directions. Here are two interesting examples of the use of online videos by two highly respected newspaper brands. First, the Washington Post has launched onBeing, a series of video testimonials featuring regular people talking about their lives. Second, check out this subscription celebrity marketing campaign from the Wall Street Journal called "Every Journal needs a Journal."
Disclaimer: Access to some sites may require registration.
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Engaging Generation Y
by Amanda Freeman
Amanda Freeman is a consultant at The Intelligence Group, a market research and consulting firm specializing in Generations X & Y
Pop quiz: What do Popularity Dialer, Etsy, and Wii have in common? Ask a random 20-something and you’ll find out. These are examples of the type of content engaging the 72 million or so who fall in the category of Generation Y (those born between 1978 and 1992).
Generation Y are optimistic, stressed out, group oriented, empowered, entitled, and demand control,. And they don’t respond to traditional content. Associations and nonprofits need to ask themselves this question: what type of content can I create to engage Gen Y?
This might help...
send an email to Amanda Freeman, or click here to suggest a trend
What new initiatives do you plan to implement for your magazine and web site?
We have stable of great products—HR Magazine, Staffing Management magazine, SHRM Online etc. Our goal is to have greater integration between all of those products and to extend the reader experience in a meaningful way. That could mean getting an overview on a particular subject in a magazine article, then drilling down deeper into research on that topic, listening to a podcast, or now watching original video we are producing on our website.
What's the biggest challenge facing your magazine?
What words of wisdom do you have for association Publishers need to clearly frame their investment with a clear expectation of the ROI; connect the investment and the effect. If you don't know why you're doing something, you shouldn't be doing it.
How does the magazine benefit your organization?
If you could launch a new magazine, what would it be?
What's your favorite magazine? Favorite web site?
looking for more? suggest additional interview questions.
Generation Y Trait
Tip
We-Volution: We've shifted from a me-culture to a we-culture. Thus, Generation Y will be a great target audience for association membership. Gen Y wants to participate and be listened to.
Create reader panels for
Gen Y. Find your current "ambassadors" and listen to them. Help them give back. Look into online social map networks like palatial.com or socialight.com.
Emotional Rollercoaster: Gen Y sees so much uncertainty in the world and horrific stories of death (tsunamis, 9/11, war), they are looking for emotional outlets. They are looking for stories of inspiration.
Help them appreciate the good in the world. Highlight how your organization improves people's lives and makes their day better.
MixMash: Rather than conform to one idea, they want to be a little bit of everything... and want the tools to cut, paste and create. Great example of mixmash: Grey Album.
Avoid classic stereotypes. Consider ways to mix urban and suburban.
ActivismLite:They believe in supporting causes but don't want to "take it to the streets." They'll wear wristbands or buy certain products that support their cause.
Align yourself with corporate brands that are socially responsible and make sure people know about it.
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When you're already producing world-class work, the challenge is how to continually improve your core products, and innovate. A core challenge we are facing now is integrating informational content across multiple platforms and formats–specifically audio, video and text. We're continually raising the bar.
communications heads?
Understand what you are doing and why. And to be the very best in your space, even if what you are doing is low budget or very niche.
We have more than 220,000 members, and in the surveys we conduct, HR Magazine and our web site, www.shrm.org are always at the top of the list of member benefits.
I assume you mean out of the HR area... I love sailing, so it would probably be some sort of boating or other enthusiast magazine.
When I am not reading HR Magazine or Staffing Management, I enjoy a very niche sailing publication called Practical Sailor.
I love what Yahoo! is doing. They are great at combining entertainment and information. I am fascinated by Wikipedia. Also, how can you not love Google Earth?
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The latest consumer magazines to hit newstands, courtesy of Magazine Yellow Pages.
The American Heart Association has just launched this new consumer magazine which focuses on cardiovascular disease management and prevention, and associated conditions.
National Geographic Little Kids
The already established National Geographic brand expands with a new magazine targeted to children ages three to six.
"Brings to life the world of business in and with China through the eyes of the region's most dynamic business leaders." (EastGate Media)
No, not Orbitz, Obit. This magazine is for the aging baby boomer, but with obituaries... yes, obituaries... as its focal point. Not morbid... Obit.