Content Decoded » POV: How to Think about Innovation in Content, 2009-Oct-20, by Rick Liebling
Uncompromising. Unexpected. Unconventional. Bring these back to magazines and the readers just may come back as well. Or maybe it calls for something even more radical. Perhaps a completely different approach to combining content along with advertising could create an entirely new business model. What if magazines looked to partner with content creators and advertisers to create a completely integrated publication? What might that look like? Let me lay out an example: Start with a magazine like the previously mentioned Esquire. It appeals to an upscale, sophisticated man who is interested in fashion, women, luxury items, travel, etc. Now, add the content in the form of critically-acclaimed television show, Mad Men. ...
Could Esquire do this 12 times a year? No, but think of the buzz that would be created once a year as they did this with a hot TV show, or the latest Bond film. I’m sure there are dozens of reasons why something like this wouldn’t work, and the people who are willing to watch publications fold will tell me what those reasons are. The point is, there are opportunities out there for those brave, bold or crazy enough to try them out.
