Subject: February 28, 2007 -- Mobile Models/Postal/User-Gen Content

From: "Circulation Management" <[email-masked]>
Date: Wed, 28 Feb 2007 19:05:41 -0500

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Your Circulation News >> Wednesday, February 28, 2007

IN THIS ISSUE

NEWS
Models for Mobile Marketing
Monetizing User-Generated Content
Postal Commission Recommends 11.7 Percent Increase

PERSPECTIVES
Google Seeking Partners for Online Growth

BRIEFS
Study: Reading Habits by Race, Ethnicity
Hachette Creates Database Marketing Division
Mansueto Ventures to Create Digital Unit
Rodale Acquires Running Times
NG Traveler Adds New Sections
Haymarket Media Acquires DMNews

MEETINGS & EVENTS

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NEWS

Models for Mobile Marketing

By Kristina Joukhadar

With Verizon and Sprint bringing advertising to mobile phones, TV interacting with its viewers by phone, and Dove executing a campaign that couples outdoor (a model on a billboard) with mobile interaction, how are publishers getting into the mobile act?

Boris Fridman, CEO of Crisp Wireless, said at yesterday’s MPA Magazines 24/7 that the medium does have its limitations. “Mobile is different from online,” he said, “and Web to mobile doesn’t work. Mobile should be timely, he said, “in the moment, location-specific,” and it should deliver non-intrusive content that users can appreciate...

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Monetizing User-Generated Content

Given the growth in user-generated digital content, the emphasis among publishers to create environments that invite user participation, and the satisfaction and loyalty embodied in an interactive model, it’s incumbent on publishers to find a way to monetize this content.

Leaders in this brave new world are devising various ways to use reader generated editorial to strengthen and grow their audiences. Depending upon their market, and the kind of editorial they’re generating, this may or may not lead to advertising sales. Specifics were discussed by panelists at MPA’s Magazines 24/7...

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Postal Commission Recommends 11.7 Percent Increase

By Marrecca Fiore, Folio:

The Postal Regulatory Commission agreed with the U.S. Postal Service on Monday that postal rates on out-of-county periodicals should go up an average of 11.7 percent. But it recommended reducing a proposed 24.4 percent increase on in-county mailings to 18.3 percent.

The commission also recommended a greater use of cost-based rates that would give mailing discounts to periodicals that prepare their mail using bundles, sacks and pallets. The move, said the commission, would ultimately lead to lower rates for cost-conscious publishers. The cost-based rate recommendation was drawn from separate proposals made by the U.S. Postal Service and Time Warner, the commission said...
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PERSPECTIVES

Google Seeking Partners for Online Growth

David Eun, Google’s VP content partnerships, began his presentation yesterday at the MPA Magazines 24/7 conference in New York by saying that the Internet has grown faster than any prior medium. What it took TV 15 years to accomplish in terms of audience and revenue took the Internet only 3 years—$1 billion in advertising revenues and 50 million users.

Now, with 1 billion people online “connecting, creating, communicating and looking for direction; and the ability to create any content at the click of a mouse,” Google’s goal is to find, organize and share content, not to create it...
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BRIEFS

Study: Reading Habits by Race, Ethnicity

National Geographic and Sports Illustrated are more popular with Hispanic adults than with all adults, and Ebony, Jet and Essence are the three most-read magazines by African-Americans, according to Monroe Mendelsohn Research’s Publication Research Satisfaction Survey.

Among all adults, however, People, Better Homes and Gardens and AARP The Magazine are the most-read titles, a fact that shows a contrast in readership across racial and ethnic groups. In fact, Cosmopolitan and Entertainment Weekly, which didn’t make it for the top 10 for all adults, made the list for Hispanics at No. 10 and 9...

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Hachette Creates Database Marketing Division

Hachette Filipacchi announced last week it has formed a database marketing division, which will be overseen by the company’s executive vice president and chief operational officer Philippe Guelton.

“With precise knowledge of our subscribers’ passions, we can offer pertinent content and services tailored to every individual on our file, keeping them fully engages, said Guelton in a statement. “For advertisers who want highly targeted customer demographics, we will match their needs to our finely tuned audience.”

Pegg Nadler has been hired as VP, database marketing. Nadler, who will report to Guelton, has 25 years of experience in database marketing. Her company, Pegg Nadler Associates, has consulted for clients, including Discovery Communications, Hachette, New York University and PBS Interactive.

Mansueto Ventures to Create Digital Unit

Manusueto Ventures, owners of Inc. and Fast Company, announced last week that it would spend $10 million over the next two years to for a digital division.

According to MediaWeek.com, Mansueto will also launch a number of new Web sites, including a social network for business people interested in digital media; a networking site for private companies and sites for those looking to buy/sell businesses or get into franchising.

Edward Sussman, currently senior VP for online business development groups, will be heading the division and Loren Feldmen, currently deputy editor of Inc., will be named editor of Mansueto Digital.

Rodale Acquires Running Times

Rodale Inc. announced this week that it has acquired Running Times and RunningTimes.com from Wilton, CT-based Fitness Publishing, Inc. The terms of the transaction were not disclosed.

Running Times and RunningTimes.com will continue to operate under the Running Times brand, and will be independent of the Runner's World and RunnersWorld.com. The two, however, will combine their databases of race events.

Running Times, founded in 1977, currently has a rate base of more than 105,000 and a readership of more than 400,000. Running Times advertising revenues increased 38 percent in 2006, with pages rising by 24 percent. Running Times’ circulation has increased 117 percent since 1998.

NG Traveler Adds New Sections

With its March issue, National Geographic Traveler has introduced a new editorial lineup to capitalize on the growing trend of travelers’ desire for more authentic cultural experiences.

According to MediaWeek.com, the new lineup includes Hotel Central, City Life and Cutting Loose, which are designed to help travelers have a richer experience when traveling. This section is broken down into four elements: Get Active, Port of Call, Road Trips and National Parks...

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Haymarket Media Acquires DMNews

Haymarket Media Inc announced last week that it has acquired DMNews from Courtenay Communications Corporation. Financial terms of the deal were not disclosed.

DMNews (50,000 circ) was launched in 1979 by Adrian Courtenay, who has been owner/CEO since the magazine’s inception. In addition to the weekly print magazine, there is DMNews.com, and six email newsletters, including DMNews-iMarketing News Daily.

The sale of DMNews also includes the rights to iMarketing News, which was published from 1999 to 2002.

MEETINGS & EVENTS

Webinars
March 7, Chief Marketer's The Right Offer at the Right Time—With the Right Media Mix, 2 p.m. EST Register here

March
March 8, AMA Training Series: Marketing ROI Techniques: Improving Campaign Measurements, Analytics and Profitability, The Westin Seattle, Seattle, WAhttp://archives.subscribermail.com/msg/AMAUDF9CF435.htm

March 8, AMA's Mobile Marketing: Embrace It Now or Be Left Behind, The Buttes, A Marriott Resort, Tempe, AZ http://www.marketingpower.com/aevent_event95125.php

March 15, DMA List and Database Critical Issues Luncheon with Markus Wilhelm, The Harvard Club, New York, NY http://email.the-dma.org/cgi-bin13/DM/y/ejtf0QCIqm0HQg0ZVe0EB

http://www.americanbusinessmedia.com

April
April 11, National Trade Circulation Foundation Inc. Luncheon Meeting, The Penn Club, New York, NY. http://www.ntcfi.org

April 23-24, DMA Creative Direct Marketing Strategies Seminar, Allerton Crowne Plaza, Chicago, IL. http://www.dmacreativedmstrategies.com

April 30-May 2, 16th Annual National Conference on Operations and Fulfillment
(NCOF), Renaissance Schaumburg Hotel & Convention Center, Schaumburg, IL. http://www.ncof.com/

May
May 6, ABM Spring Meeting 2007, Naples, FL. http://www.americanbusinessmedia.com
May 8, PBAA Member Meeting– Meet the Retailer: Borders Group, Ann Arbor, MI.
http://www.pbaa.net

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Contact us
Red 7 Media, Inc.
10 Norden Place
Norwalk, CT 06855
Tel. (203) 854-6730
Fax: (203) 854-6735

Editors:
Kristina Joukhadar, Managing Editor
Chandra Johnson-Greene, Associate Editor

Advertising Inquiries:
Tony Silber, Publisher
Gina Gavish, Advertising Director
John Ellertson, National Accounts Manager
Karen Putrimas, Sr. Sales Manager, Directory Group

Exhibit & Sponsorship Inquiries:
Kelly Koenig, Dir. Exhibit & Sponsorship

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