With today’s explosion of new media, how do you satisfy your audience… and your bottom line? In this issue of Engage, we discuss strategic media integration and learn how to create packages that reach audiences across all platforms while generating revenue. Don’t forget to check out the latest launches, and our video interview. If you get even one idea, we’d like to think Engage is worth reading (and now, watching)!

industry buzz

Fashion That Rocks… And Rolls
Attention music fans! In commemoration of Rolling Stone‘s 40th anniversary, the magazine has partnered with Macy’s to create collector’s edition t-shirts featuring iconic covers over the years, showcasing artists from The Beatles to Snoop Dogg. The purchase also includes a one-year subscription to the magazine. In other Rolling Stone news, the publication is launching its own music and gossip blog next month.

Would You Like Flip Flops With That? The Power of Incentives…
Gone are the days when the promise of a sweepstakes or contest was incentive enough to attract readers. Time-pressed customers want their freebies up front… glued to the front cover, that is! Read more about this expensive, yet effective, marketing technique that is helping some publications reach new readers.

Reaching Generation Y
Generation Y is changing all the rules of media marketing, particularly in reference to print/online integration. This age group has an unmatched desire for immediacy, convenience and authenticity. Click here to find out how two popular magazines are reaching and cashing in on this lucrative demographic.

Disclaimer: Access to some sites may require registration.

diamond in the rough

Monetize All Your Media
 

Strategic Media Integration is a hot topic with organizations that want to reach audiences online, face-to-face and in print — and to make money in the process. It’s also a hot topic with advertisers eager to reach those same audiences through a pre-packaged media buy.

According to Frank McGill, president of media consulting firm McGill & Partners, integrating all media platforms into a unified communications plan “offers a way to monetize both the Web and live events in the same way custom publications have been doing for years.”

Why is it so important for organizations to get on board with media integration now? In an interview with TMG Online Video by The Magazine Group, Frank cites two key factors. First, media integration provides numerous options for meeting the varied information needs of key audience segments, reaching them “wherever they are.” Second, Frank notes that in terms of advertising, “print is stable, which is good. But online is increasing 28% a year and the events area is growing as fast as online. There is tremendous opportunity for sponsorship and growth.”

Watch Frank’s video interview

“The right starting point,” Frank believes, “is alignment. The brand must clearly define its strategic mission and align its messaging for each segment.” That can be a challenge, especially for organizations that have numerous segments, including members and volunteers, policymakers and industry partners. The effort, however, pays off. “When you achieve this alignment,” Frank says, “everything else — content and media — flows easily, plus it creates substantial revenue opportunities for brands.”

In fact, Frank notes that while developing strategy and sales tools to show off newly integrated processes and media packages isn’t free, that cost is readily offset, often within a year. It’s happening — faster and faster.”

Connect    Engage    Grow!     

Do you have an integrated media question or tip to share? We’d love to hear from you!

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