14 Sep
2019

Face Up Strategy

first_imgAs a new publication, Arocha says Strategy’s cover lines were a tough area. “Cover blurbs have to play the part of ‘business’ when we fuse the business world with the creative world. They have to convey the magazine’s role as a business publication even when placed with a very artsy image.”The magazine’s second cover marks an initial venture into a world beyond concept covers. While the first issue “was to get us to the newsstand,” publisher Matt Pettoni says, the second cover “was to show readers who we really are.” DESIGNERS’ COMMENTS “The image is strong and clear, which gives it effectiveness, but the dark background color reduces the impact. The red of the lead cover line, ‘The King of Creative Marketing,’ is not legible on the reddish black background. ‘Hot Tips to Increase Income’ is a more effective pull than ‘How To Survive the Recession,’ and as such it should be the larger, more visible line. For business and financial titles there is an ongoing debate as to whether people or concepts make more effective covers. Concept covers are difficult to implement effectively issue after issue, but, when well done, tend to perform a little better. A person on a cover in this category can be effective if it is someone well known to the audience; if it is someone unknown, the impact is considerably diminished.” Linda Ruth | President | Publishers Single Copy Sales“The image is interesting. But the typography all seems to run together. The black bar at the bottom left cutting off his hand definitely isn’t helping the design. The biggest thing distracting me is the masthead and the tagline above it. It’s all very crowded and the two trademark symbols just aren’t needed.”Brian Taylor | Design Director | National Defense Magazine“I find this cover very difficult to understand. The ligature in the logotype is distracting. While I am sure this CEO’s look has something to do with the point he is proving, having your own logo on your clothes on a magazine cover doesn’t exactly say ‘creative marketing’ to me.”C. Winslow Taft, Jr. | Senior Art Director | Mental Floss Issue: November/December 2008Frequency: Bimonthly Launched: September/October 2008Circ: 20,000Editor: Mavian ArochaPublishing company: Strategy Magazine, LLCArt/Production Director: Emily Carmichael Who the heck is this guy? That’s what FOLIO: asked when initially seeing the November/December 2008 cover of Strategy, a business magazine tailored to young “Type A” MBAs. (The answer: a self-portrait of creative marketing CEO William Tincup.)Although November/December is only Strategy’s second issue, editor-in-chief Mavian Arocha has already worked to differentiate its cover from a typical business magazine. For its premiere issue, Strategy’s concept cover featured a hundred dollar bill wrapped around the fuse of a light bulb. While Arocha cites “amazing” feedback on this cover, the publication’s goal is to shy away from “‘always having to be about the light bulb.’ We want to do a 360-degree on the world of business and attract attention. Not so much in the business realm. We just really want people to pick it up.”Arocha credits cover model Tincup with the idea for the photo shoot. “I am a very big fan of self-portraits, so it’s an avenue I wanted to try. The photo shoot was wild and fun—and short. Once we previewed the image, we just knew.” Have a unique “cover” story? Contact FOLIO: Associate Editor Vanessa Voltolina.last_img read more

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14 Sep
2019

Social Media Doesnt Work Very Well Without Good Consistent Content

first_imgThe Online Publishers Association yesterday released some topline results from a new research study called “A Sense of Place: Why Environments Matter.” Conducted by Harris Interactive, the study examined how consumers perceive content in different online environments, and whether those perceptions impact consumer responsiveness to advertising. Harris polled more than 2,900 adult U.S.-based online consumers about their perceptions about three environments: media properties (such as ESPN.com, NYTimes.com, etc.), portal channels (i.e. AOL News, MSN Money) and social networks (Facebook, MySpace, et al.).What I found least interesting about the results is that consumers are more likely to trust content on media sites (72 percent) than from portal channels (60 percent). What was most interesting is that, despite all the hype around social media right now, only 23 percent indicated that they trust content from social media environments. Consumers who recall purchasing products from a site’s advertisers are significantly more likely to do so from media sites (8 percent) than portal channels (5 percent) or social media (3 percent).Meanwhile, a new report from the Nielsen Company says the popularity of social media “is undeniable,” with users spending nearly a quarter of their time online on social networks and blog sites. So, publishers the industry over are rushing to social media platforms to engage their users in the environments they now reportedly spend one out of every four minutes in, but those users still don’t trust the content/advertising they find in those environments. Awesome.I passed the OPA report along to Junta42 founder Joe Pulizzi to get his take on the report. What he found even more interesting than the reported lack of trust/response to social media sites was the study’s omission of the corporate brand environment. I think he has a point. The buzz I’ve heard is that users are increasingly turning to brand sites directly instead of media sites.“If the goal of the research was to help brand marketers understand the value of placing advertising on branded media sites, the research still leaves a lot of questions unanswered,” Pulizzi tells me.  “The challenge for brand marketers is not necessarily whether they should advertise on a media site versus a portal versus a social network.  They are trying to decide whether they should advertise, or whether they should invest more of their marketing dollars into their own engaging content.”Pulizzi says that trend of users going directly to a brand’s site instead of media outlets will continue to grow as more content is created by those brands. “Brands are developing sophisticated content strategies to take advantage of not only search, but lead generation programs and social media as well,” he says. “Social media doesn’t work very well without good, consistent content.”last_img read more

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5 Sep
2019

Merkel Hollande push for Ukraine peace

first_imgMerkel, Hollande push for Ukraine peace3.4K viewsMerkel, Hollande push for Ukraine peace3.4K views00:00 / 00:00- 00:00:0000:00Merkel, Hollande push for Ukraine peace3.4K viewsBusinessA ceasefire, and the chance to get out. Some residents of eastern Ukraine evacuate their war-torn region, ravaged by a conflict between separatist rebels and government forces – which has seen moreVentuno Web Player 4.50A ceasefire, and the chance to get out. Some residents of eastern Ukraine evacuate their war-torn region, ravaged by a conflict between separatist rebels and government forces – which has seen morelast_img

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