FishbowlNY
 
Receive mediabistro.com's Daily FishbowlNY Feed via email


Daily Media Newsfeed Click here to receive mediabistro.com's Daily Media Newsfeed via email.

Tuesday Oct 30, 2007

AMC 2007: 'Don't Put Content on Lockdown' Google Exec Urges Mag Eds

Tuesday AMC 2007 Google.jpg
Even the most highly branded magazines, like Forbes and TV Guide see their online traffic dwarfed by that of "media interlopers" like Yahoo! and MySpace, Eileen Naughton, Google's director of media platforms, said today at AMC.

"Search is a proxy for a brand's vitality," Google media platforms director Eileen Naughton asserted to a roomful of magazine executives at AMC today in Boca Raton. "Search is a core consumer behavior that defines our times; it's an activity at the essence of what it is to be human," she said in her keynote talk entitled "Insights From Google," urging the content providers in the room to make their material as accessible as possible to users so magazines might benefit from the kind of online popularity driving tens of thousands of users to younger brands such as Facebook, Google and Yahoo!. "Newer entrants to the media landscape are quite disruptive to the media status quo," Naughton said. But why?


"Tech companies now sit squarely in the middle of the media space," she said, "and these media interlopers are innovating the ways advertising is targeted, measured, bought, priced and sold." But, striking a brighter note, she pointed out that "brands do matter on the Web." Illustrating just how, she borrowed "the long tail" meme from Wired's Chris Anderson, and showed a slide that put online behemoths like Yahoo!, Google, MySpace and FaceBook at the head, and some of the magazine world's strongest brands — People and TV Guide among them — along the end of the tail. The key to success for magazines, Naughton said, was for mag execs to figure out how they can "get in on the head of the tail."

One way to do this is through partnering, an approach advocated by many of AMC's speakers versed in new media, with Naughton suggesting that magazine editors be "atomizing their content" as much as possible to get it placed across a variety of different mediums — mobile, social networking sites, video sites and more. "Make sure search engines can find your stuff," she urged. "Don't put it behind paid walls, don't put it on lockdown. Tag your story archives, photos, video clips and make them freely available."

RELATED:

  • AMC 2007: 'Privacy is an Old Man's Concern' LinkedIn Prez Says
  • AMC 2007: User-Generated Content Cues: 'Set Up the Scenario and Then Get Out of the Way'
  • AMC 2007: Adam Moss on Being EIC: 'You Get Paid to Be a Dilettante
  • AMC 2007: NBC Prez: Content Providers Must Know Consumers 'Like We've Never Known Them Before'
  • AMC 2007: Rather Warns of 'Inevitability' in Presidential Race
  • AMC 2007: Mag Publishing 'Behind' on Integrated Marketing
  • AMC 2007: ASME Opens Eight Ellie Categories to Online Entrants
  • AMC 2007: Online, 'The Consumer Is Way Ahead of Us'
  • AMC 2007: It's 'Miss Black,' Says Cathie; Eds Take Page From Entourage, Hug It Out
  • AMC 2007: Better Homes & Gardens Anointed Ad Age Magazine of the Year
  • AMC 2007: Former White House Press Secretary Tony Snow: "There Are Raging Arguments" Within Bush's White House
  • AMC 2007: Blame it on the Rain (or the Assistant)
  • So What Do You Do, Howard Polskin, Sr. VP, Magazine Publishers of America
  • So What Do You Do, Cindi Leive, Editor, Glamour?



  • new on mediabistro.com

    Improve Your Web Life: New Sites, New Uses, New You

    Streamline your online life with a tour of sites and tools you don't know about, tips for using the ones you do, and sources for easy, free software.
    Watch the video

    Email This Post

    Fill out the following information and click on the Send button in order to send this post, AMC 2007: 'Don't Put Content on Lockdown' Google Exec Urges Mag Eds, to a friend.
    Friend's name
    Friend's email address
    Your name
    Your email address
    Note to your friend (optional, max 200 Characters)

    Read more on FishbowlNY >

    Interested in advertising on FishbowlNY?

    FishbowlNY: A blog about New York media

    Managing Editor:
    Rebecca L. Fox

    Co-Editors:
    Noah Davis
    Glynnis MacNicol

    Email:

    Contributing Editor:
    Diane Clehane

      FBNY twitter feed loading...

    View twitter directly

    Follow FishbowlNY via Twitter

    Email:
    About
    Syndication

    Anonymous Tips


    mb Blogs

    TVNewser

    PRNewser

    GalleyCat

    UnBeige

    MobileContentToday

    AgencySpy

    FishbowlDC

    FishbowlLA

    FishbowlNY

    Archives

    July 2008

    June 2008

    May 2008

    April 2008

    more...


    Recent

    In Case You're Wondering Where All the News Went

    Laugh Break: 'The Cure, for the Cure, for Cancer'

    Inmates Have Taken Over the Asylum, or, the Commentocracy 2.0

    Categories

    About

    About Us - Modules

    Acquisitions

    Advertising

    Alternative Weeklies

    AMC 2006

    AMC 2007

    Awards

    Beijing Olympics

    Books

    Bottom Feeding

    Breaking News

    Circulation

    Daily Angle

    Dissecting NPR

    Ellies '08

    Fashion Week

    Fishbowl Initiatives

    FishbowlNY Poll

    International

    Keith Kelly Distilled

    Lunch

    Magazines

    Markets & Media

    Media Companies

    Media Events

    Media Lookbook

    Media Minutiae

    Media People

    Memopad Distilled

    Movies

    New Media

    News

    Newspapers

    NYT in 90 Seconds

    Obituaries

    Parties

    Pop Culture

    Radio

    Scandals

    Scholarly Pursuits

    Strike Watch

    SXSWi '08

    The Crystal Ball

    The Revolving Door

    The State of Journalism

    Time 100

    TV

    Video

    Links

    AdAge

    Beet.tv

    BusinessWeek | Fine on Media

    Buzz Machine/Jarvis

    The Colbert Report

    The Corsair

    Daily Show

    Editor & Publisher

    Ed2010

    Folio:

    Gawker

    Gothamist

    Guardian America | Media

    HuffPo | Sklar/ETP

    IWantMedia

    Jossip

    Marketwatch | Friedman

    Mediapost

    Media Wire Daily

    NY Daily News | Gatecrasher

    NY Mag | Daily Intelligencer

    NY Observer | The Media Mob

    NY Post | Keith Kelly

    NY Sun

    NYT | Business

    The Onion

    Paid Content

    Portfolio | Bercovici

    Poynter | Romenesko

    Radar

    Radosh

    Rex Hammock

    Silicon Alley Insider

    Slate | Jack Shafer

    Wall Street Journal

    WaPo | Media Notes

    James Wolcott

    WWD

    Forum

    New York Issues 15 topics
    STUDIO SPACE LOWER EAST SIDE (1) 7/24/2008
    MASSAGE! HELP ME! (1) 7/15/2008
    UV gel nails in NYC? (1) 6/30/2008
    Renting a room in NYC (4) 6/28/2008
    more... - post new topic

    Subscribe

    Click here to receive the Daily Media News Feed by email.

    Job Listings

    Featured Listings

    Online Advertising Sales Executive
    Web Division of Nat'l Magazine
    New York, NY

    Account Executive
    Hunter Public Relations
    New York, NY

    Inside Sales Executive, Medical Publications
    Boston Hannah
    New York, NY

    Senior Editor / Magazines
    The Journal News
    White Plains, NY

    Upcoming

    Get Over Your Writer's Block
    Led by a senior editor at Penguin.
    July 26

    How to Cover New York Stories
    Get published in New York publications.
    July 30

    Personal Essay Workshop
    Turn a personal experience into a paid story.
    August 5

    Become a partner


    ADVERTISEMENT


    mediabistro.com l Member Benefits l Jobs l Freelance Marketplace l Courses l Events l Forums l Content
    mediabistro Blogs: Media News l TVNewser l GalleyCat l UnBeige l FishbowlNY l FishbowlLA l FishbowlDC l mbToolbox l PRNewser l AgencySpy l MobileAppsToday l MobileContentToday l MobileMarketingToday l MobileDevicesToday
    Site Map l Advertising/Sponsorships l Partners l About Us l Contact Us/Help

    JupiterOnlineMedia

    internet.comearthweb.comDevx.commediabistro.comGraphics.com

    Search:

    Jupitermedia Corporation has two divisions: Jupiterimages and JupiterOnlineMedia

    Jupitermedia Corporate Info


    Legal Notices, Licensing, Reprints, & Permissions, Privacy Policy.

    Web Hosting | Newsletters | Tech Jobs | Shopping | E-mail Offers