I was sent this article at work and also picked up on it again through Twitter, it’s on Pentagram’s blog. In my opinion one of the points made is wrong because it confuses what audiences want and expect from different types of publications.
The point I have a problem with is below.
The end of frequency
Say [...]
After seeing a tweet from @cslyons about the mydavidcameron.com website I had a look and decided to submit the picture above, a day later it was up on the site. Today, incredibly, it went up on the Mail’s website.
The Labour party have also now adopted the idea and posted an entry on their website, which they’ve used [...]
The December issue of US Esquire sold itself as the Augmented Reality Issue. This means you can hold up certain pages that contain a special barcode in front of a computer with a webcam, which has a specific piece of software installed and are shown images, videos and audio that relate to the page you’re [...]
To re-engage an audience with branded publications we need to provide multiple touch points. This will us help us build a relationship with and recognise the importance of our audience, which will in turn reinforce the value our brands lend to the content they provide.
As publishers instead of thinking ‘what do we need?’ we should [...]
“How many users have we got?” How many UK users have we got?” How many page views do we get per UK user?”
From a reporting point of view this is fine but from an editorial and production point of view this is a year to stop thinking about users and start thinking about an audience.
The [...]
