Digital Directions: Tear Down the Silo
8 tips for uniting digital and print.
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For example, if a publisher has an especially deep list of cookbooks, it has an opportunity to apply some of the same layout components and meaningful subject categories across the list; that's not the case if the titles are all over the map. One-offs are expensive.
Also, from a market-strategy perspective, digital success often depends upon content depth within subject-matter verticals. If you dominate a particular subject domain, the likelihood of creating a successful digital offering is much higher than if you are a new entrant. Two reasons this is so: First, customers already identify you with that domain. Second, you have the ability to create a digital offering based on a deep collection of content. Prune your list.
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- Companies:
- Microsoft Corp.
- People Magazine
Andrew Brenneman
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