At the magazine publishers association annual meeting, Mel Karmazin, CEO of Sirius Satellite Radio, gave a bizarre presentation encouraging publishers to produce more content distributed across more media so that more marketers have more options to reach more audiences with more frequency...and I think I'll retire to a cave.
Karmazin said marketers can drive circulation while producing new revenue streams by developing or repurposing content through new media. Karmazin said that one good example is a deal between Sirius and Hearst Magazines to produce the Cosmopolitan channel, a new channel for Sirius subscribers that will be a platform for Hearst to extend the reach of the Cosmopolitan brand and drive subscriptions. "Checks will be written from me to [Hearst Magazines President] Cathy Black," Karmazin said. Martha Stewart Living Omnimedia is also producing a channel for Sirius. However, growing circulation will be easier than growing ad sales because of the sheer breadth of choices advertisers now have, Karmazin said. "Even video games are now talking ad dollars," he noted.