Flipping pages blog reporting:
...Print revenues still matter
Just for fun, I ran a poll in the Magazine group on LinkedIn. It’s totally unscientific and represents a very small sample of the group’s 40,000 members, but when I asked “How much of your company’s revenues still come from print publications?” 50 percent of the respondents said that more than 90 percent of their company’s revenues still came from print. A big majority of respondents said the largest share of their revenues were still from print.
I make no claims for those numbers other than they confirm my instinct that a lot of publishers still rely on print for a lot of their revenues. Does that mean that the magazine industry isn’t really shifting to digital. No, the shift is real. But we’re at a point in the transition when most publishers still make significant money from print and don’t make enough money from digital to ignore that fact.
My advice to any publisher trying to reverse this situation, and that’ a very smart objective, is to start where they’re at. Stop, take a breath and be very honest about what you’re doing today. If your boss or your board needs to talk up your digital numbers to impress shareholders or potential investors, let them. But you need to be honest about where you are starting from. If you have 25% digital revenues, fine, you know what you have to do.

The magazine business perches on three legs: Content, Audience and Revenue. If your print business is profitable, you’re either an incredible salesman, insanely lucky or you have these three elements in some sort of balance.
You need to achieve the same balance in digital. Too many digital projects are massively reactionary, almost panicked. “OMG! Everyone’s talking social, we need to do social!” or “Mobile is everywhere. We have no mobile. We need mobile”.
Yes, social and mobile are hugely important to magazines, but you have to do them right and right means taking a hard look at your own circumstances. What content do you generate?

• What digital platforms will your content work on?
• Is your digital audience there?
• Do you have the resources go there?
• If you go there, can you make any money?

Break down internal agendas...

http://flippingpagesblog.com/how-to-build-a-crossmedia-content-strategy-1/

Why Unified, Cross-Channel Customer Data Is Essential for Marketers

Hubspotblog reporting:
When asked about the effectiveness of their social media campaigns, most marketers will point to their latest Facebook Insights report or the size of their company’s Twitter following. When asked whether Facebook or Twitter influenced their customers’ decisions to purchase however, the data gets a bit fuzzier. Your company’s fan Page may get a lot of comments, but what exactly does that mean for your marketing strategy? A 2011 report released by Experian on digital marketing trends highlights the gap between the multi-channel data that most companies have and the insights they need to improve their marketing.  “Even though most companies are doing multichannel marketing, very few are truly integrating their cross-channel initiatives. Gaps include the lack of a unified customer segmentation framework across channels as well as incomplete measurement of the impact of each marketing touch on customer behaviors.”
Furthermore, a Forrester study of U.S. interactive marketing professionals puts numbers to that statement. According to Forrester, 57 percent of marketers measure each of their channels, but only 28 percent measure the influence of one interactive channel on another.
Customers do not use channels in isolation. A customer using Twitter is likely to have a Facebook account and may even cross-post content to each network. Real interaction with your company or brand is much more tangled, and different channels are influential at different points. Here’s some marketing research food for thought:
28 percent of customers perform shopping activities from their phone while inside brick-and-mortar retail stores.
The Experian Report found that combining social media and email significantly increases consumer response to that email.
In a survey by Pricegrabber, half of online shoppers in the winter of 2010 said they used social networks to share great deals on products.
http://blog.hubspot.com/blog/tabid/6307/bid/20342/Why-Unified-Cross-Channel-Customer-Data-Is-Essential-for-Marketers.aspx?source=Blog_Email_%5BWhy+Unified%2c+Cross-C%5D

Predictions about journalism in 2011

From  Nieman Journalismlab:
In 2011, news organizations will finally start to realize that they need to be in the business of serving the consumer’s information needs, not just producing content, and any tool that allows them to serve those needs is fair game. There’s no getting around the fact that integrated products are beloved by users; this is part of the appeal of Google’s and Apple’s offerings. And being loved by users is essential, regardless of whether your revenue strategy is advertising, subscriptions, or philanthropy.
This is also about being multi-platform. One of the great things about Facebook is that I can access it fluidly on any device; Facebook isn’t a website, it’s a product. So far, no news organization really offers a seamless experience across platforms. Several are aiming for it, CNN is pretty good at it, and the Huffington Post and The New York Times are not far behind. But I suspect that the industry will slowly discover that multi-platform will not be enough to compete with multi-platform and multi-source. I expect to eventually to see much more incorporation of search and social content, and many more syndication deals.

For more views go to:
http://www.niemanlab.org/2010/12/jonathan-stray-in-2011-news-orgs-will-finally-start-to-move-past-the-borders-of-their-own-content