Archive for Publishing

Fostering Innovation in Media and Publishing

The election is over—it’s time to look forward. In that spirit, I wanted to invite you to participate in a forum running right after Thanksgiving at the Gilbane Digital Content Conference this year—a town hall focused on innovation. Send suggestions via Twitter using #gilbane.

Driven to change

It’s no secret that publishers have been grappling with a rapidly changing digital media landscape for two decades, but as the pace of change has accelerated and channels have proliferated, managing content has become exponentially complex.

Consider just a few of the trends:

  • The rise of social networks as channels in their own right—not just marketing outlets for promoting content on web sites
  • The inexorable trend toward content embedded into activities
  • The on-going tug-of-war between structuring content for omnichannel (just author once in XML!) and tailoring content for audience and media (because it yields better engagement!)
  • Rising demand for video and packaging of video with narrative and slide shows
  • Devaluing of long-form narrative, with news unfolding first on social media rather than in conventional stories
  • Increasing use of analytics driving editorial decisions
  • Rising legitimacy of outtakes—what was once left on the cutting room floor now becomes a value-add because of its uniqueness

Relentless change is the new normal facing those developing content and technology strategies. Scrums used to be just for software development; now they’re used for content development as well.

Fostering a culture of continuous innovation will fuel growth in digital for publishers, but how does an organization optimize for change? How are others coping? Where does your organization sit relative to your peers?

Hearing from others

The Digital Strategies for Media & Publishing track at this year’s conference brings together diverse perspectives on innovation and change.

John Eckman will demystify what it takes to efficiently publish via Facebook Instant Articles or Apple news. WBUR and Urban Airship will share their case study in podcasts delivered through digital wallets.

We’ll go behind the scenes to see how others are managing their content—how MIT Press manages diverse content in multiple system on a tight budget, and what’s behind the new MarkLogic implementation at America’s Test Kitchen

Analytics are increasingly driving editorial and product decisions. Erin Martin and Michelle Bellettiere from NPR will share their approach and discuss their plans for 2017.

Meeting and learning together

Part of what makes a conference special is the opportunity to meet face to face with others on similar journeys at other organizations, even other industries. As Subrata Mukherjee, VP of product management at The Economist, noted

Media companies have much to learn from the innovations in content marketing and digital supply chains in other industries. But when I go to a conference, I not only want to hear their stories, I want to meet with them to ask my questions.

That’s why this year we’re going to follow case studies in transformational innovation by Subrata and Jeanette Newton from Pennwell with an open town hall, where the audience can drive the conversation, and we can as a community share insights and potential approaches to tackling challenging issues.

We’ll be looking at innovation from multiple angles—

  • vision and strategy
  • people and skills
  • products and market disruption
  • tools and technology

Because, ultimately, organizations that are successful at innovating in publishing will address all of those facets.

If, like me, you share a passion for making content technology work amidst all this upheaval, make plans to join us. And you don’t need to wait to start the conversation. Share your topics and questions in advance via Twitter using #gilbane.

gilbane16-logo-teal_outline_white

Main conference: November 29 – 30 ● Workshops: December 1, 2016
Fairmont Copley Plaza, Boston

Register today!
and use code F16G for an extra discount

The Economist and Pennwell – Innovating through Transformation

Gilbane Boston 2016

Join us in Boston in November for these featured case studies and our other 32 conference sessions.

Innovating through Transformation

How are media companies transforming their business from one reliant on content consumption to one in which content mixes with tools and / or community for greater engagement and new revenue? This session’s case studies from The Economist and Pennwell will delve in-depth into their innovation journeys. The changes ripple across every facet of the business; hear first-hand the challenges, solutions and results.

Wednesday, November, 30: 8:30 – 9:30 am

Register today to save your seat!
Use code F16G for an extra discount

Mark Walter | Gilbane

Moderator:
Mark Walter, Principal, Content Technology Strategies

Subrata Mukherjee | Gilbane Conference

Subrata Mukherjee, Vice President, Product Management, Global Head of Business Systems, The Economist

Transformation by Continuous Innovation

jeanette-newton

Jeanette Newton, PW3 Platform Development Manager, Pennwell

Digital Transformation at PennWell: Creating Vertical Destination Hubs

Dan Murphy | Gilbane Conference

Dan Murphy, Lead Solutions Architect, Digital Strategy, Velir

Digital Transformation at PennWell: Creating Vertical Destination Hubs

Gilbane Digital Content Conference
Fairmont Copley Place Hotel, Boston, November 29 – 30, 2016

New Frontiers in Digital Content Distribution

As we said in our most recent Gilbane Advisor, “There are tectonic shifts underway among competing web, mobile, and social platforms, that will have profound effects on digital strategies.” While these shifts will impact everyone who distributes content, the major publishers have the most at stake, are paying the most attention, and are already experimenting. By now these experiments have provided some initial data, in particular with Facebook Instant Articles, though likely not enough to base major decisions on. Since we wrote the session description below a few months ago, Google announced Accelerated Mobile Pages (AMP) project and Facebook announced Notify. Events are moving quickly.

Whether you are a publisher, brand marketer, or  independent blogger, this panel discussion is bound to be enlightening.

P1. New Frontiers in Digital Content Distribution

Publishers have been using social media as a means to extend their brands, drive traffic to web properties, and cultivate direct relationships with consumers. But the arrival of “off-site” digital media outlets—Facebook’s Instant Articles, Apple News, Snapchat, Twitter Lightning, and whatever Google might dream up next—has publishers asking: will social media platforms usurp publisher’s own brand sites or be a lucrative extension? What are the results from those who are early participants? What are the business and technology issues to consider when deciding whether to take part? How can you prepare your organization, infrastructure and content to be ready if your CEO/CMO decides to take the plunge?

A panel of media technologists will report on their experiences and share their insights as we explore the latest trend in the evolution of digital media.

Wednesday, December, 2: 1:30 p.m. – 2:30 p.m.
Moderator: Mark Walter, Director, Strategic Solutions, Managing Editor Inc. (MEI)
Panelists:
Brad Kagawa, VP Technology, Content Management Systems, The New York Times
Jay Brodsky, Principal, Align Digital
Eric Hellweg, Managing Director, Digital Strategy, Harvard Business Review

Speaker Spotlight: Brian Makas – Marketing Technologist

We recently posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference in December. Between now and the start of the event, we’ll be sharing their answers with you. Be sure to see additional Speaker Spotlights from our upcoming conference.

Brian Makas - Gilbane Conference Boston 2013Speaker Spotlight: Brian Makas

Director of Marketing Technology & Business Intelligence

Thomas Publishing

Follow Brian on Twitter @BrianMakas

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

I’m the Director of Marketing Technology & Business Intelligence for ThomasNet, does that count? While I’m very fortunate to work for a company that realizes the importance of a formal marketing technology team, I can’t say that I know of many other people with marketing technology in their job title.

The most important responsibility of any marketing technologist is to act as a trusted advisor and navigator. A marketing technologist needs to be aware of marketing’s goals at all times, be on constant lookout for hazards that may arise on the way to those goals and always be looking for alternate means of achieving those goals.

For example in my own role, when I’m looking to help our clients to prove (and improve) the ROI of their investment in ThomasNet, I’m always listening to their concerns and looking for a connection to technology:

  • What applications already exist that we can leverage?
  • What can be tracked and quantified?
  • When technology alone simply can’t connect the dots, how can we prove the influence their investment had or modify their program to maximize their likelihood of getting a strong ROI

Over the years I’ve found that unless you’re aware of what’s available and what’s going on behind the scenes it’s often impossible to even realize opportunities you’re overlooking or to notice seemingly minor details that can haunt you for years to come. Likewise, if you wait until a project is fully scoped out before involving IT, they may be able to develop what you ask for but rarely are able to develop what you really wanted. On the flip side by working as a part of the marketing team, and keeping my ears open at all times, I’m able to jump in months before IT would typically become involved to explain said opportunities and risks.

While it will certainly take time for the title to be broadly adopted, I feel the role itself is very common. I found my own start in marketing technology by inviting myself to meetings no one thought I needed to attend and offering suggestions that no one asked for. I have no doubt that as marketing’s success continues to rely on its use and understanding of digital technologies, more people will continue to champion the cause and the formal role will quickly become a critical part of every successful team.

Where You Can Find Brian at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience
Session C1. Q&A with Real Live Marketing Technologists
Tuesday, December, 3: 1:30 p.m. – 2:30 p.m.

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Gilbane Boston speaking proposals deadline

Update – We have received a phenomenal number of proposals – almost 50% more than last year. We have also had a huge number of requests for extensions, so we have extended the deadline for speaking proposals through next week – until May 28th. Don’t delay though, as our program committee is already pouring over the proposals we have.

Proposal Deadline: May 16th 28th, 2011

The Gilbane conference is all about helping organizations apply content, web and mobile technologies to communicate with their ecosystem of customers, employees, suppliers, partners, and the rest of the world in the most effective and efficient way possible.

This means understanding what technologies can and can’t do, what practices in applying them succeed or fail, and how to plan for changes in market and technology evolution. We bring together a diverse audience of technologists, marketers, strategists, business managers and analysts to learn, share, and debate best practices and strategies. Our conference is organized into four tracks so attendees in marketing, technology, a business unit, or an internal function will be able to plan a customized agenda.

To submit a proposal for a presentation or panel to contribute your expertise and experience, please see the topics below listed for the four tracks, then follow the instructions and guidelines for submitting proposals using our proposal submission form. Send any questions to speaking@gilbaneboston.com.

You can also learn more by visiting the conference website at http://gilbaneboston.com, where you can also see information from our 2010 conference.

Customers & Engagement track
Topics to be covered include: Web content management, content strategies, analytics, web design and UI, social media, digital and cross channel marketing, rich media, global reach, multilingual practices, personalization, information architecture, designing for mobile devices, e-commerce, search engine optimization. Read more

Colleagues & Collaboration track
Topics to be covered include: Collaborative authoring, intranets, knowledge management, search, wikis, micro-blogging and blogging, managing social and user-generated content, integrating social software into enterprise applications, SharePoint, portals, social software platforms, enterprise 2.0 strategies. Read more

Content Technologies track
Topics to be covered include: Multi-lingual technologies and applications, smartphone, iPad and tablet app development, XML, standards, integration, content migration, search, open source, SaaS, semantic technologies, social software, SharePoint, and relevant consumer technologies. Read more

Cross-channel Publishing track
Topics to be covered include: Multi-channel publishing, multi-lingual publishing, mobile app and digital product development and marketing strategies for the iPad, and other tablets and ebook readers, mobile content management, digital rights, digital asset management, DITA, documentation, structured content, and XML. Read more

http://gilbaneboston.com/speaker_guidelines.html

http://gilbaneboston.com/speaker-submission-form.html

Follow the conference on Twitter at http://twitter.com/gilbaneboston. Tag: gilbaneboston

Questions?speaking@gilbaneboston.com

Sneak peek at the conference community site to be announced next week.

Publishing Disruptors On Stun

PW Daily, in an article “Montlake Romance Marks Tip of Amazon’s Expansion Into Publishing,” by Rachel Deahl (May 04, 2011), reports that Amazon is establishing an imprint—actually, a series of imprints—that pushes Amazon further along the path of becoming a publisher itself.  In fact, Amazon is far enough along this path to declare them a publisher, fait accompli.

The recent Amazon activity at least suggests a disintermediation of traditional publishers. I’ve addressed this topic in more depth in the blog entry, The Amazon Publisher

The Wisdom of Crowds… for eBook Advice

I just finished a thought experiment—perhaps the first of many of its ilk—trying to analyze the efficacy of the advice gained through LinkedIn groups. I looked at one thread in one of my LinkedIn groups—Digital Book World—concerning how one goes about selecting an ebook production platform.  I copied it all, cleaned it up, edited it, and looked at what the aggregation of advice really provided. The full treatment is here.

Now, just a couple of dozen groups, and several thousand threads to go…
 

Multilingual Marketing Content: Growing International Business with Global Content Value Chains

Our latest on content globalization practices, Multilingual Marketing Content: Growing International Business with Global Content Value Chains, which infomed the presentations for the webinar Scott mentions below, was made available as a free download at http://gilbane.com/Research-Reports.html last week. We believe this report is the first study ever of global companies’ practices for managing multilingual content for marketing. The report is also available from study sponsors Across Systems, ADAM Software, Lionbridge, and SDL. Check it out!