With publishing revenues constrained in recent years, moving to marketing services sounds like a great idea to many companies. The problem is: no matter how many new marketing products that media companies offer — from SEO consulting to daily deals — most are still not fully aligned from an organizational or mentality standpoint to make this leap.
Facebook, Twitter, and Pinterest are valuable tools for magazines which have discovered the value of interacting with subscribers. But how do you use these platforms effectively? And how do you keep them from draining valuable staff time?
Forever ago I was asked to handle a regional Dillard's call for our most important newspaper client. The office was in Ft. Worth and the client hoped I could review the highlights of a recently completed market study which they had converted to a presentation on 64 slides for one of those Kodak carousels and projectors. (Now you know how long ago this was...) Unfortunately, a "funny" thing happened before I was able to present a single slide.