emedia vitals reporting:
Ethan Grey, newly appointed vice president of digital for MPA,
the Association of Magazine Media, understands the importance of
technology to modern publishing models. The veteran of mobile and
digital companies such as Tigerspike, Ubermind (now Deloitte Digital) and Blue Rooster,
Grey has helped a variety of clients in the entertainment and media
sectors develop digital strategies and bring mobile apps to market.
At MPA, Grey will help magazine publishers establish best practices for
apps and other digital product development, steer the creation of
mobile ad standards, and explore collaborations with technology firms.
He offered his take on the industry in a brief phone interview. Here are
the edited highlights.
Grey: ...It’s an extremely exciting time for digital in general, and especially
for this industry. The things we do today will affect the industry for
the coming decades.
What’s the biggest challenge for magazine publishers building out their digital businesses?
The main challenge is keeping up with the technology – being able to
get their content into as many hands as possible, while keeping costs in
check. We need to get smarter and more educated about the products that
are out there, by working directly with the OEMs, the vendors and even
the agencies.
I want to enforce a view of looking at things holistically. There’s no
one tool or methodology that will do everything. What’s best for Hearst
may not be best for Conde Nast.
What do advertisers need from publishers to invest more in integrated campaigns that run across web, print and mobile?
Advertisers are looking for metrics – really comprehensive metrics.
Advertisers are very good at the metrics game – and they expect
comparable skill on the [publisher] side.
http://www.emediavitals.com/content/mpas-new-digital-vp-time-get-smart-about-technology
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