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Share your knowledge. It's a way to achieve immortality. -Dalai LamaSo with that, here are some of my notes. Please bear with the short-handedness of them.
From David Granger, Editor-in-Chief of Esquire Magazine:
- Everything is possible.
- Use your resources in people. Some of the best ideas came to him when he would have dinner with the smartest people he knew. He recommended always asking questions, opinions, criticism.
- Rethink everything you assume.
- Sometimes you have to start from scratch.
- It's the basic, tangible things that make a magazine memorable.
- At one point, Esquire needed a change. David thought, "If we're going to continue to be printed, why not use the margins?" With this idea, Esquire started printing fictional story lines throughout the bottom of the pages. This helped to engage the readers and to encourage them to keep flipping pages.
- Over time, the layout changed, but the content stayed the same.
- iPad changed the game.
- Co-ops with men's apparel allowed for shopping through iPad.
From Steve Hannah, CEO of The Onion:
- No matter what medium you're in, content is KEY.
Honestly didn't learn much from this guy except about the evolution of The Onion and showed us some of their work. It almost seemed like a plug for the publication.
From Steve Aldea, Strategic Digital Consultant:
- More than 70% of world population has mobile phones or equal to 5 billion subscribers.
- In the US, 9 out of 10 people have mobile phones.
- In the US, 87% of the people with eReaders have incomes greater than 100k/year.
- 111% of eReader users have Bachelor degrees or postgraduate degree.
- (Sidenote: I researched further and found these stats regarding eReader users:)
- Have accessed the Internet outside the home via WiFi or wireless connection (in last 30 days): 199%
- Have household income of $100,000 or more annually: 87%
- Have accessed the Internet with a cell phone or other mobile device (in last 30 days): 154%
- Be a Heavy Internet User: 116%
- Have a Bachelor’s or Post-Graduate Degree: 111%
- Be between the ages of 35-54: 20%
- Be male: 16%
- The market for eReaders in 2010 was $46 million. They are predicting for it to jump to $10 billion by 2014.
- Teenagers are becoming a stronger demographic.
- Piracy is too common. All our work is being digitized. So what can we do to keep our product in demand? Continue to create conversation. Write letters to individuals to keep our work off of their site. "Embed code 'phone zone'." Reviews are very useful in manipulation of consumers. Hosting or curating your own work is the highest ground for keeping piracy away.
- Suggests creating a website and establishing a following for publication before printing.
- Host the conversation, allow engagement with participants who are well-prepared and opinionated.
- Twitter/Facebook- Communicate messages carefully! Create connections based on notions and not personal connections.
- New players have a change to make it CRACK! Large publishers with deep pockets are no longer the "only gamers in town."
- Just because you have left the conversation doesn't mean your critics have as well.
- Final quote was from Andy Warhol: "They always say that time changes things, but you actually have to change them yourself."
Rex Hammock of "Rex Blog"/ rex.tumblr.com / @R on Twitter:
- Suggested reading: http://adage.com/article/mediaworks/time-dives-digi-mags/118739/
- When you have to explain how to use it, it offers more obstacles. Keep it simple for the consumers. (ie Instructions on how to use a mag application.)
- What year #1 taught him: The magazine industry's future is in screen publishing.
- Mag apps are like replicants of print mags.
The rest of the forums I went to were roundtable discussions and I took very messy notes from. Notes from this were also very specific to certain aspects of print and digital publishing.
Looking forward to next year's Pub Expo.
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