The publishing industry is grappling with a lot of issues
right now, and circ marketers are right in the thick of things. With rapidly
changing consumer habits, rising costs of paper and transport and an influx of
new technologies and media, there are a million questions that need answering:
How can I monetize my content in the era of free
Is it possible for me to transition my audience
to a new medium?
And once I build my multi-platform presence, how
do I measure its success?
online exclusive — “How to
reach Generation Y” — brought another central question to light: How can
marketers reach young consumers, who hyperactively flit from one medium to
Young consumers are valuable to many brands, thanks to their
sheer numbers, high spending power and tendency to virally promote brands they
like. For magazines and newspapers — products that depend on lengthy and
engaged relationships, reaching these voracious media consumers at a young age
and building lifelong readers out of them is of utmost importance.
I enjoyed reaching out to agencies
for the Gen Y story, but one thing was missing from the debate — you. How
are circulation marketers in particular responding to emerging audiences and
their evolving needs? DMNews wants to know what you think about this and other
issues; the industry, more than ever, craves guidance and insight from the