Experienced magazine audience development professionals should be perfectly poised to be online content deliverers. Every day we communicate with customers and gather or update their demographics; we build, maintain and update databases; we deliver a brand to a targeted audience; we analyze our customer profiles and find new audiences; we test new technologies and channels; and we deal with customer service issues.
However, I deal with media/information companies who still keep the magazine audience development experts in distinct silos from online content.–often with a very firm wall between these groups. I don’t understand this.
With the skills we have and our knowledge of the audience database, we should be able to help you push electronic content/offers in many forms: e-newsletters, white papers, research, event attendees, video, etc. The final form of the offering is what has changed, not necessarily the methods of reaching your targeted audience.
There are certainly areas of the online marketers expertise that might be different, including technical knowledge of the online platforms that are used to promote your brands. Combining the competence of these two areas can create a powerhouse marketing area that helps deliver your content to reach advertiser goals and get more awareness for your brands and visitors to your sites.
The journey continues.