Media industry professionals enjoyed a hearty digital breakfast last week at the ABM Spring Meeting in Palm Springs. Steve Morris, EVP of Advanstar and Cimarron Buser, SVP of Texterity shared their take on generating revenue using video and other digital tools along with moderator Ralph Monti, president of Special Interest Media. The theme of the breakfast was that lead generation plus e-media offerings equals profits for your company. For example, Buser shared that his company has developed software to put digital editions of magazines on iPhones.
This is not your mother¹s dot-mobi offering. Texterity's digital magazine iPhone interface and portal allows interactive, rich digital editions that can lead a reader to a relevant white paper and pdfs are integrated with Flash video links. The portal tracks user interests and suggests related content. The benefit to publishers is brand support, more lead generation and measured engagement. Advertisers benefit from differentiated lead tracking.
One interested audience member brought up user privacy. How much of this data gathering is intrusive to readers? While white paper views are tracked and readers are contacted‹kind of the point of the service‹Buser says that ad views are tracked in such a way that that viewers' identities remain anonymous.
Photo Credit: Brad Hamilton