Hot Tubs, Velociraptors, and Custom Media Day

This post was written by Eric Gervase, a Sales Director at Nxtbook Media. Eric attended Custom Media Day to be a part of the thriving conversation regarding the competitive strategy of custom media.

At first glance, the only thing those three things have in common are… well… nothing, really. That said, they were all a part of the enthusiastic presentations at Custom Media Day in NYC yesterday. Custom Media Day is an event put on by the Custom Media Council of American Business Media. It was also MC’d by our good buddy Joe Pulizzi from Junta42, which is always a good place to start.

The day started with our very own Spencer Ewald on a panel speaking about "new media devices" and the opportunities that they present for publishers. The focus of Spencer’s speech was ROI for these devices. At Nxtbook, we offer cost effective solutions for a wide variety of e-Reader, tablet and mobile devices. With those offerings, we hope to allow our publishers the opportunity to "dip their toe in the water," as Spencer explained it. He then went on to talk about the correlation between Hot Tub Time Machine (movie trailer here) and the leap forward in technology over the last twenty years… Yep, he went there…

That panel was followed by Dan Blank of We Grow Media. Though there were no references to hot tubs, Dan’s presentation was equally thought-provoking. He talked about Demand Media and the controversy around their business model. He also had one of my favorite quotes of the day: "Social Media is not a campaign, it’s a commitment."

Lunch time was a blast. Literally. The crowd was treated to lunch-time speaker Jim Hopkinson of Wired. His self-dubbed "audible caffeine" was just what the doctor ordered to keep the day flowing. He talked about finding your voice, exploding plates and free shoes. But, most of all, he extolled the benefits of not being afraid to fail. He also introduced me to the quiz "How Long Could You Survive Chained to a Bunk Bed with a Velociraptor." I’d last 50 seconds, if you’re curious…

Jeannine Rossignol of Xerox Global Services was a nice change of pace. She was the first speaker from the client side, and she offered examples of content creation for internal communications. Definitely a refreshing different point of view. She also showed off Xerox’s Competipedia. Competipedia is a sales support tool that Xerox built to allow up-to-date information to be shared among the sales staff about competitors. Great collaborative tool, and it really seems to work.

The day was capped by a speech by Ian Alexander of Eat Media, followed by Sean De Winter of PWC. Ian talked about content design, and he did a great job giving everyone some basic how-to’s onhow to critique your own website content. My favorite was tweaking the 404 error page on your website. It says a lot about you and sets a tone for your business. He also thinks that most websites have way too much content. If it doesn’t match your goals, get rid of it. Sean De Winter presented a report by PWC about, among other things (a lot of other things – that report was HUGE), the future of magazine publishing. Nobody was surprised when he said that mobile growth was a significant positive opportunity. But he also said that it still represents a very small part of the revenues. So don’t put all your eggs in that basket. Don’t forget about the other models that are already working.

After a long day, I was left thinking that there is an overwhelming amount of content needed to drive all of the initiatives that were talked about. That’s great news for custom media, in my opinion. If you feel the same way and are looking for custom content solutions, let us know. Our partner company, Talefoundry, has the ability to offer a wide range of solutions (from webinars to social media support, to case studies, to optimized digital magazines and more).

All in all, it was a great event. I’m looking forward to attending again next year if I get the chance.

How This Decade Does Digital Catalogs

It’s not your ’90s version of an e-catalog.
It’s not even your turn-of-the-century version.
Quite frankly, if this is how the new decade is doing digital catalogs, count me in!

Nxtbook Media client John Wiley & Sons, Inc. is taking advantage of the cutting-edge technology to make their catalog user-friendly and intuitive for shoppers. Check out their Fall 2010 Scholarly & Professional Catalog. Not only do they make use of an optimized layout, they also employ a branded loader, custom toolbar buttons, scrollable cover image, shopping cart, and pop-ups.

This digital catalog easily achieves two major objectives: it informs customers about the product (scholarly publications), and makes it easy to purchase teh product. Readers can click either the books’ titles or the little "i" icon to view a pop-up with more information. They can easily add the item to the shopping cart located in the nxtbook platform by clicking "Add Item" in the pop-up, or by simply clicking the shopping cart icon on the catalog page.

With this technology, shoppers do not have to exit the digital catalog to get additional product information or to purchase the item. Everything is handled directly in the nxtbook, keeping your customers in your catalog.

What is one of the best parts? The shopping cart stores items added from session to session. Shoppers can close the nxtbook and their purchases will remain in their shopping cart for their return. At any time, shoppers can click the "Proceed to Checkout" to fill out an order form and purchase the books.

To get this technology into your digital edition, call your account manager. Like Wiley, take advantage of today’s technology to keep your readers in your catalog.

Nxtbook Goes West

About this time next week the 2010 American Chamber of Commerce Executive Convention will be starting in Milwaukee, Wisconsin. This event draws a crowd of professionals interested in topics such as career and business development, impacts of business and government on the communities, as well as networking and social media.  (Check out some of the Issue Forum synopses here.)

Nxtbook Media CEO and owners Michael Biggerstaff and Roxanne Edwards will be attending this year. Be sure to stop by and say hello.  Take a moment and allow them to introduce you to Connections, the digital magazine featuring the businesses and business people of chambers of commerce.  Click here to preview the Lancaster Chamber of Commerce July 2010 issue of Connections.

It’s not too late to register!  Click here to be taken to the ACCE 2010 Convention registration page and secure your chance to meet Michael and Roxanne at the show.

Quick Tips From A Success Manager

Meet Todd Reinhart, a Success Manager here at Nxtbook Media. I had the opportunity to sit down with him and discuss his role at Nxtbook and how he helps our clients use their digital editions to their full potential. Read on to glean his perspective on customer service and how our clients become more successful:

How would you describe your role at Nxtbook?
My role is to proactively monitor and support our clients’ success with their digital editions, especially regarding audience development, metrics, using different devices, new technology, and sponsorship. I check-in with clients to talk about their e-media strategies, sales portfolios, best practices, and so on. I see myself as a coach. I help them come up with a game plan, and then I help them execute that game plan.

What is some of the most common advice you use on any given day?
Well, I use the words ‘resource’ and ’success’ a lot. Part of the reason you partner with Nxtbook is for our expertise. There isn’t a one size fits all strategy for digital editions. Just because we have a compilation of best practices doesn’t mean you want to try them all. We find what to focus on for you, what to zoom in on for your company. Our customer service isn’t about just picking up the phone or answering an email. That’s just part of the job. We have a team of people doing everything we can to be a proactive resource for your success. But I digress. [Todd grins.]

How has digital publications changed in the past year or so?
Two major things have changed. The first is mobile. The influx of mobile devices and how customers look to implement them has shaped how customers approach their digital editions. The second is how digital editions are created. They used to just be digital replicas of the print publications. Forward thinkers challenged how to make their design a better experience for readers. Now there’s a lot more interaction, more video, and it’s optimized for smaller screens.

What is something publishers can do from the beginning to give them a leg up in success?
A basic thing is to have someone take ownership of the project. It starts the same for everyone; at some point, someone is all excited to get a digital edition. But without a game plan, and without someone to head the project up, the excitement can wane. The best things is when there’s someone taking ownership and there’s a tight team backing it up.

What is something you love about your day?
Every day when I wake up I’m excited to come in to work. When you enjoy what you do and who you work with, it’s easy to be excited about it. Every day is different. I may talk to client A about one thing and client B about something else entirely. Yet every day, for every client, I try to answer the same question: How can I make our clients more successful today? And everyone here has the same goal, so we’re all working together on it. That’s the best culture, the best environment to be in. I just wake up, get up, put on my baseball cap, and go to work.

Talk About Trichotillomania

Trichotillomania: the overwhelming urge to pull ones own hair out.
Used in a sentence: Getting and keeping apps in the apple store can cause publishers to develop trichotillomania.

Developing for the Apple store continues to be a hair-pulling experience for publishers and developers. Once again, Apple proves it’s Apple’s way or the highway. (Go ahead and google that phrase. See how often it comes up.)

Time Inc. has a new story to add to the burgeoning mix; their attempts to get Sports Illustrated subscription version into the Apple store has just been rejected. Here’s the kicker: no one knows why the subscription app was rejected. Peter Kafka of MediaMemo writes: "The Time Inc insiders I talked to don’t have a clear answer, presumably because they can’t get one from Apple itself. One theory: Apple is concerned about the publisher’s plans for the consumer data it would collect with each subscription. A darker one: Steve Jobs loves the idea of digital magazines and wants to control the market for himself."

Managing subscriptions is a basic way for publishers to collect data about their readers, both for their own marketing and for their advertisers. This information – as well as opportunities for bundling digital and print subscriptions – is cut off by Apple’s current refusal to allow publishers to sell subscriptions through the Apple store.

While I can’t speak to the reasons why, it is clear that getting publisher apps approved by Apple, and continuing to get approval with each new issue, is going to be a continuous challenge.  Beat the despair: consider one of two ways publishing companies are saving on stress.

1. Partner with a digital publishing company that has developers who can develop an app for you and act as a bridge between you and Apple.  Nxtbook Media has a team of developers actively working through code to develop native apps acceptable by Apple.  (Keep in mind – as Time Inc. and Sports Illustrated proved – even with a team of developers following spec guides and communicating with Apple, there’s no guarantee of approval.)

2. Use a web app. Nxtbook web apps enable publishers to get their content on computers, mobile devices, and tablets. The digital publications can be accessed anywhere that has internet connection, and their features can be tracked. Readers simply click a link, and the digital publications open in all their animated, interactive glory.

Move Over SimCity

The process started weeks ago, as is the case with any trade show.  Except this time, instead of shipping 400lb booth crates, traveling cross-country, and ironing my Nxtbook Media shirt, I sat down at my computer like it was any other Wednesday morning.

Because this time, the show was virtual.

Today, Nxtbook Media exhibited at the 2010 Folio Virtual Tradeshow.  The show was housed on InXpo’s platform online.  We built our booths with mouse clicks and uploads.  Attendees virtually popped in and out of our booth to explore Nxtbook and chat – instant message style – with our sales reps.

This was the first year Nxtbook participated in a virtual show, and there were some unexpected benefits to it.  One unanticipated plus was the ability to scan leads as they came in.  When someone entered the booth area, I could see the attendee’s name and their company.  One swift google search later, and I knew how Nxtbook could begin to fit that company’s needs.

I was particularly happy to see several of our publishers utilizing the virtual show opportunity.  It was great to touch base with our customers and initiate some conversation in this platform.  In particular, I was able to see

• Questex Media Group
• MediaTec Publishing
• Thomas Publishing
• Nielsen Busness Media
• Mortgage Bankers Association
• Crain Communication

Admittedly, the technology also completely changed the feel of the show.  Being so people-oriented, it was difficult to wrap my mind around offering to "chat" rather than offering a handshake.  It was a surprising challenge being limited to typed conversations, rather than face-to-face connection.  There were a few times when technical difficulties got in the way of the experience, but staff members were quick to address these concerns.

As always, Folio knows how to do a show.  The final numbers aren’t in yet, but initial headcounts show good registration and strong engagement. It is without tongue-in-cheek that I say that the simulated show was a virtual success.

Line Forms to the Left…

A couple announcements for those interested in native apps for the iPad/iPhone/iPod Touch:

The Nxtbook Newsstand app has been submitted to Apple for review. Once approved, it will be live. Your Account Manager can tell you everything you need to know about getting your digital edition onto the app. As far as when we’ll be live in the app store, well, that’s up to Steve Jobs now.

This also means that we’ve begun conversations with publishers who want their own branded native apps and if that’s you, you really should talk to an Account Manager now. We expect to price our branded native apps quite low for a variety of reasons, so if you’re curious about getting a native app, chances are we can get you there at less than the going rate.

Do we think you need a branded app? Honestly, no. Most of the betting minds around here still feel that web apps offer you the best readership possibilities, which means they have inherent revenue advantages over native apps. That being said, we recognize that many advertisers seem to have a healthy "app-etite," so it makes sense you’d want to respond. Coupled with the reasonable pricing, it’s a no-brainer if you want to be wherever you readers are.

The Power of the Page

So there’s a new app on the iPad getting some press called Flipboard. In particular, uber-blogger Bob Scoble is particularly excited about. That in and of itself doesn’t mean much; Scoble’s relatively easily impressed about shiny things and Flipboard is quite shiny. But what’s relevant here is Scoble’s explanation that what he finds most appealing and productive about Flipboard is that it reorganizes content streams into pages… that’s right, those old-fashioned things publishers have been trying to leave behind for some time now. He writes:

"I’ve come to realize that we’ve actually gone backward in our news media design in the past few years as we’ve gone away from newspaper and magazine-style layouts and toward streams."

Scoble’s point shouldn’t be taken too lightly. Change for the sake of change is rarely a good thing. There are many reasons why digital magazines have better engagement times than websites, and one of the most important may be the simplest: they’re designed for that purpose.

Glenn Hansen, That’s Who! (’s Who)

Congratulations to Glenn Hansen, CEO of BPA, for being named a "Who’s Who" in BtoB Magazine in the Associations category.  According to the BtoB website, "Nominations were submitted by readers, marketing organizations, industry experts, and our editorial staff."

Click here to see Glenn Hansen’s "Who’s Who" profile. 

Glenn should be recognized for his great work in adapting his business beyond typical print technology audits. Congratulations Glenn!

The Rise and Rise of the Digital Only Magazine

First, a quick introduction; I’m Amber Stevens, one of our Sales and Account Managers at our European Head Office in the UK and I’ll be posting regular updates with a UK perspective on new ideas and successes in digital publishing. Talking of strategies for success here in the UK, we’re seeing a rise in launches of ‘digital only’ magazines…….Taking the digital only approach allows publishers to launch new titles without the usual worries of print and distribution costs, leaving them to get on with the important things such as generating advertising revenue and building readership.

One of our UK clients has one step ahead of the game and has used their digital only magazine to test the water, bringing together new content and and new readers for a completely new experience. Not only did this publisher design their magazine for the digital format, but they also have monthly ‘Digital Development Meetings’ discussing how they can offer readers even more rich media and interaction opportunities and advertisers increased click-through and further page engagement. As they get ready for their first issue, our team will be able to advise them on linking with blogs and forums to build up a solid readership base and increase their web presence. Their lucky readers will also be able to download iPhone and iPad apps to access their content on the go. Sounds like a recipe for success! Click on the link below to see their trial issue:

http://www.nxtbook.com/nxteu/elcot/thebusiness/#/1/OnePage

If you’re considering launching a digital only title contact your local Account Manager who will be happy to organise a consultation session with you to help get you started.

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