正文 第101章 名家講演(3)(1 / 3)

As I said before,we should not fear technology's impact on the future of magazines.For example,I think that the Internet is one new technology that has and will continue to help magazines.

The Internet is one of our best allies and a natural medium for extending our brands and our content.The Web is a productive area to sample product,conduct research,sell and renew subions and create new content forms.

Most magazine covers are now tested on the Internet.The web is a fast,cost-effective way to communicate with readers about what they would like to read in our pages and also how they feel about advertisers'products.

It is not a coincidence that Greg Coleman,head of Yahoo,said at the AMC conference that he believes in the future there will be a natural alliance of print and the Internet vs TV.

Yet the Internet is a vast,unedited landscape of information.One of the great strengths of magazines is that they are highly focused and edited products,saving that valuable commodity called time.So when consumers are looking for information on the Web,I believe strong magazine brands have an advantage.

To sum up,magazines are better products than ever,at the same time that other media are seeing audience fragmentation and dumbing down their product.Magazines are a strong medium because of their powerful brands,excellent content and engaged reach with consumers.

The time is right to take advantage of the opportunity to aggressively sell readers'engagement with magazines to advertisers,who are more interested in connectedness than ever.With a long-term commitment,we have formed an industry effort to promote magazines at every opportunity.

As we focus on growing the share that magazines take out of the media pie,we must also reshape audience measurement so that it is more timely and makes a better connection between circulation and readership.