Fader and the LGBTQ movement exemplify power of print to web shift; plus, background on the IAB’s new board chair
Going from print to web is no longer the terrifying proposition for entrenched traditional publishers it was 10 years ago, but it’s still an intricate migration that requires you getting all of your ducks in a row (see what we did there?).
Whether you’re ditching your print product altogether or retaining it as part of a reorganization that emphasizes digital content, transitioning from print to web publishing allows you to retain the best parts of your print operation while integrating the latest and greatest technologies available to media companies.
The learning curve is still steep, but it flattens out a bit if you’re able to find the right staff – and/or practiced hand – to help you implement a multiplatform publishing strategy for your online magazine(s).
As we’ve said before, it often helps to hear success stories from fellow publishers who have taken the leap, either to gain best practices or simply be inspired. Today, via FolioMag.com, we have one of those, along with the tale of an entire niche leading the way in the print to web movement. As you well know, niches themselves give magazines a leg up in any kind of publishing.
Fader Editor in Chief Zeichner on Print to Web Success
FolioMag.com recently interviewed Fader Editor in Chief Naomi Zeichner on the magazine’s print to web success.
“[W]e have each issue up for free download as part of our bundle now, and then you’ll be able to purchase the entire archive. I went to an art show recently where these kids had created a whole wall out of Fader photography that they got from the archive bundle when it was free, and that was a really cool moment for me. Some of our early magazines still exist in this office only on compact discs as quark files, so knowing that the archive was digitized and made available is really amazing,” Zeichner told Greg Dool.
“Just like other publishers, we’re seeing a ton of traffic directly from Facebok. For us, I would say Twitter is a larger audience than for some other publications, I think because music readers still hang out on Twitter, which is awesome. We’ve seen a huge increase in mobile traffic. We also see a lot of direct traffic, which is coming from people texting each other links, or when people put links in their Instagram bios, which for us is an exciting metric.”
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LGBTQ Niche at Forefront of Print to Web Shift
Interesting piece on FolioMag.com about the LGBTQ movement leading the way on the print to web movement.
“Today, most of the original LGBTQ print magazines have folded, exist exclusively online, or have seen steep declines in readership while digital media thrives. In a post-marriage-equality America, readership of LGBTQ digital media sites is higher than it has ever been before, with several properties reaching millions of consumers each month. Grindr set a record for valuation of an LGBTQ company after its recent $93 million investment,” Q.Digital Founder and CEO Scott Gatz writes.
“LGBTQ digital media continues to be a growth area as the U.S. political climate now allows more and more advertisers to feel “safe” reaching a once-controversial audience. We expect traffic to all digital properties to continue to grow, and for ad dollars to follow in step.”
IAB’s New Board Chair Is a Video Advertising Expert
The Interactive Advertising Bureau has elected Lauren Wiener as board chair, FolioMag.com reports. Wiener is president of buyer platforms at Tremor Video.
“The Board of Directors has set an ambitious and attainable agenda to ensure IAB continues to provide a central hub for the digital media and marketing industry,” Wiener said in a statement. “I am excited to welcome the new additions to our board, and continue the excellent work of my predecessor in bringing together digital publishing, data optimization, and technology leaders to help us accelerate our path to the next $50 billion.”
Ready to make the print to web jump? Join Mequoda Members at one of our upcoming events for a crash course!
To read more about print to web stories in the news, visit FolioMag.com.
