iTunes for Print, Hulu for Magazines

Traditional publishers — concerned that Apple‘s anticipated tablet computer could affect their business the way the iPod disempowered music publishers — are discussing possible strategies, including an industry-wide digital storefront where tablet users could buy digital issues or subscriptions without going through iTunes or the App Store.
digital magazine
As print publishers struggle to transition to the digital age (and essentially, survive), Time Inc. is shopping around an idea: a Hulu for magazines joint venture. The core of the plan is to create an iTunes-like digital storefront where content can be bundled into subscriptions and delivered to customers on multiple devices. According to All Things Digital, the plan is being well-received, with Hearst and Conde Nast reportedly expected to sign on to the venture.

Time’s “Hulu for Magazines” Idea Is So, So Doomed [Magazines] (
Desperate Mag Publishers Consider A Solution To Revenue Woes: Create A Giant Ad Net (
Time Inc. Vaunts ‘Hulu for Magazines’ (
Print Publishers May Create a “Hulu for Magazines” (
Publishers Eyeing Apple Tablet (
Time Inc. wants a Kindle-alike (
The Hulu Complex: Mag Industry Looking At Its Own JV, Headed by Time Inc (

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Kicking Ass: R/GA, Mags v Web, 10 Ideas

When it comes to digital marketing that forges deep, lasting connections with consumers, R/GA is still the gold standard. In 2008 the 32-year-old Interpublic Group agency proved it has come a long way from its days as a specialty shop, blossoming into a full-service agency that top marketers call a trusted partner. R/GA was among the first to eschew the old-media marketing approach of creating a narrative about a product in favor of building digital platforms that show what a product can do. The agency’s work for Nike and Apple’s iTunes is the original and often-trotted-out example of its knack for building custom digital applications. But where R/GA really pushes the boundaries of the established digital-agency model is in the creation of brand experiences for Nike and other global companies such as Nokia and Verizon.

bob greenberg

Magazine and TV Ads More Effective than Ads Online
Within a half hour period, magazines deliver more than twice the number of ad impressions as TV and more than six times those delivered online, according to a study by McPheters & Company conducted in cooperation with Condé Nast (ah…)and CBS Vision. The research, which employed an experimental methodology to explore the relative effectiveness of ads on TV, in magazines and on the internet, also found that though TV doesn’t deliver as many ads per half hour as magazines, net recall of TV ads was almost twice that of magazine ads. Meanwhile, magazines still had ad recall almost three times that of internet banner ads.

Top 10 Ideas Changing the World
A renewed focus on human capital, a need to reinvent suburban wastelands and crumbling highways, a groundswell of ecological awareness, and a growing desire to look and act “the same age forever,” are just several of the top 10 ideas that Time Magazine says are changing the world right now. The annual top 10 list, which appeared in a special March 23 issue of Time this year, reflects what the publication says are new answers to new questions wrought by today’s economy, environmental and geographic challenges, medical advancements and shifting collective consciousness.

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T-Shirts: Microsoft’s Softwear, i/denti/tee

Microsoft’s Latest Upgrade: Softwear
Softwear, the company’s new line of graphic tees designed by hip-hop artist Common and “inspired by the 1980s when both Microsoft and hip-hop really came of age.” The software giant’s foray into fashion is intended to conjure a sense of nostalgic hipness around the brand, while reacting to the “I’m a PC” stereotype made popular by Apple. The shirts, which will hit select stores in the US on Dec 15, incorporate old DOS iconography, geek vernacular, and a retro-futuristic aesthetic into some surprisingly stylish designs. Softwear’s two lines, Classic and Common’s designs, can be previewed at Microsoft’s Softwear site, where viewers can also learn about the impetus and story behind the concept, narrated by Common.


Wear Lyrics on Your Tee with i/denti/tee
Monday saw the launch of i/denti/tee, a new line of t-shirts that allows music lovers to express their passion for music by wearing their favorite lyrics on their chest. Partnerships with Apple iTunes and Edun Live (the environmentally responsible clothing line founded by Bono and his wife Ali Hewson) cover legal issues from the music side and sourcing issues from the product side.
Tees are supplied by Edun, which employs a “grow-to-sew” model: from the cotton to the spinning process to the sewing, all is done in sub-Saharan Africa. Lyrics are “supplied,” so to speak, by iTunes. All lyrics have been legally cleared by the publisher, and every purchase gets you a code to download 10 songs for free at iTunes.
Of course, there’s also a social, user-generated component: Users can pick from a pre-cleared set of lyrics (U2, Jay-Z, Coldplay, to name a few) or they can submit their own favorite lyric, garner support for it, and get it cleared to print and wear.

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