May 22nd, 2007

Magazine Publishing Businesses Are Portable And Can Be Moved Into Digital

I’ve been pondering this quote from Time Warner CEO Dick Parsons, dismissing rumors that Time Warner is considering selling off Time Inc.:

“I like our publishing business, I like the magazine business and I like the fact that it’s portable and can be moved into digital,” he said. “I am not an advocate of selling Time Inc.”

So what does this mean, exactly? Does it mean that a magazine’s entire business can be “ported” online, i.e. so that it stops publishing in print? Or does it just mean that the content assets can be moved online?

If the latter, yeah, well, duh. If the former, could it be that Time Warner is considering following IDG down the path of all digital publishing? I doubt it, but such cryptic statements can certainly make you wonder.

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Topics: Digital Media | Magazines | Media Economics | Online Publishing

Gerry Grant

he publishing business is the perfect infrastructure to create online content. They just need to adapt. An example of a newspaper that is making the transition is the Orange County Register. They retained my company Search-Optimization.com a couple of years ago. At the time they had a zero Page Rank and less than 10,000 visitors per month.

They followed a number of my recommendations and now they have a Page Rank of 7 and over one million visitors per month. They integrate the print stories with the online content; they optimize the pages and include advertisers as separate pages. They even offer SEO services. An example today was in a story the reporter described a dodge ball player wearing a neon green Speedo. She then suggested that the reader had to see this to understand just how bad it looked and then gave a URL to go view it.

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