Maintaining Brand Relevancy Through Digital Channels

As media consumption habits continue to evolve, so too will the publishing model. The circulation landscape is very different from where it was just two or three years ago. There is more emphasis on audience development and reader engagement. Publishers who want to stay relevant are making efforts to give readers what they want -- content in multiple formats, in real-time and through a different prism.

Consumers have raised the bar with their expectations as they use technology in all facets of their lives.  Mobile devices allow us to manage our bank accounts on-the-go, buy a cup of coffee without taking out our wallets or get a restaurant recommendation while waiting on a street corner. Keeping up with the digital movement doesn’t mean putting your content through a major metamorphosis, nor does it mean investing in tons of bells and whistles to dazzle your readers on the iPad.  By strategically building your content across multiple channels, you will propel your brand to be part of the conversation when it’s most relevant to your readers.

It is important to be where your readers are. This means being online, on hand-held devices, in social media and of course in print. It also means properly leveraging each of these platforms to best showcase your content and your brand.

Print is still the foundation of the business and consumers place a high value not only on the tactile nature that only a print product can offer, but also on the depth that can be achieved through print content. Consumers spend time with the print product, at their own leisure. There is a level of comfort and certainty, which is what we love about print.

Meanwhile, many publishers now embrace the web as an extremely valuable medium that can further engage readers with the brand. It does not replace nor replicate the print product, but rather enhances the consumer relationship. Publishers that best exemplify this have made their websites into destinations that augment the print magazine by offering extra features such as blogs, videos, photo galleries and breaking news.

Publishers are also actively using social media to build the consumer relationship. Facebook, Twitter and Google+ offer more than just outlets for content as they allow publishers to be part of the conversation and showcase the personality behind the brand. Publishers should continue to develop the strategy behind their print magazine, website and social media outlets knowing these are three distinct sources that help to tell a story, provide insight and offer perspective.

Handheld devices (i.e., smartphones and tablets) are rapidly emerging as another critical platform that can be used to deliver a unique branded experience and thus also need to be part of every publisher’s digital strategy. More consumers will own a smartphone than a desktop computer in 2012.  Mobile devices are on track to be the single most popular way to browse the Internet.  

As handheld devices gain critical mass and more consumers download native applications, publishers not only need to have a presence, but they also need to ensure a positive user experience as they would with any other aspect of their brand. Android and Apple are the two main platforms that support mobile devices. There are others, but these two have the lion’s share of the market. Your print customers have now become your fans as you’ve embraced the web and social media. You offer them more than just feature stories or “how-to” articles.

Continue to evolve the way you deliver content to handheld devices – be fast to deliver information, offer fresh and relevant content, utilize multimedia, incorporate social media and take your design and format to a new place that fits with your brand. This is an exciting time and your readers are looking for you to show them the way and make their experience rewarding. Put yourself in the shoes of your consumers and provide them with an experience that they will continue to follow and more importantly, value.

Jared Katzman
Director of Business Development, Thumb Media Group