Shift from Print Magazine Hits PC Magazine – Now Online Only

Just last week, I wrote a post here on KeySplash Creative Conversations about the shift away from print advertising that is driving many established magazines to resort to layoffs in order to remain profitable.  This week, Ziff Davis announced that its 27-year old PC Magazine will no longer be available in print.  Instead, PC Magazine will be available online only.  The new online version has been rebranded as PCMag.com.

This seems like a natural change since PC Magazine generates 80% of its profits from its existing online content.  Also, circulation of PC Magazine has dropped by half over the course of the past decade.  However, what other magazines are likely to follow suit?  The Christian Science Monitor made inroads in October when it announced the publication would be the first national magazine to move from print to digital only.  It will be interesting to see what other companies make the same change for their print magazines.

What do you think?  Is there still value to print magazine advertising or is the clock ticking?

Image: PCMag.com

HP on the Right Digital Marketing Track if CMO Has His Way

I found a snippet of a presentation by HP CMO Mike Mendenhall on AdAge.com today that I have to share.  If you haven’t seen it yet, follow the link above and check it out.  Mendenhall took the words right out of my mouth.  If you ever read my old branding blog, Brandcurve.com, then you know I’m a big proponent of integrating digital media fully into your marketing plan and leveraging consumers to grow your brand through digital media.  Those are exactly the points that Mike eloquently makes in his presentation at the recent ANA conference.

In his speech, Mike redefines brand strategy as something that has to be nurtured among consumers rather than an image or message companies can dish out to them.  He also notes that ad agencies still don’t get it when it comes to integrating digital media completely into marketing strategy.  Take a look at the 3-minute snippet from his speech then leave a comment and share your opinions on branding, marketing and digital media.

Image: Adage.com