The short version of my advice to them would be: don’t publish a digital edition of the whole multi-volume set. Instead, distill out an app that’s highly focused on handling some of the in-the-kitchen reference chores and computational wonkery that any modernist chef has to perform.

And the same goes for magazines. Yes, there’s step 1: a digital version of your magazine so that people (like me) who are trying to switch to e-versions can do so. But when it goes beyond that, don’t try to do everything in one app. Think about how your brand can translate into an e-version that is using the technology to its fullest rather than just duplicating paper.

Download your free nutrition guide – right after you give us your email address. I’ve seen this used elsewhere and it’s very effective, particularly with a niche market like this. After all, if they want the free training guide, they’ll likely be interested in the running books too.

Min Online has a new story on Pinterest, quoting Mashable as saying that the top (American) media brands on Pinterest include Martha Stewart, Better Homes & Gardens and Real Simple. Why?

Pinterest tells Mashable that good behavior on the site means posting items from many sources, not just one’s own. “Repinning” someone else’s image in your feed is a sort of visual retweet that is regarded well. And creating multiple themed boards on one’s page to categorize and segment different topics is considered good Pinterest form.

Do you use Pinterest? What do you like or dislike about the platform?

I’ve had personal experience of this as a consumer. Twitter has become an easy and efficient way to communicate with companies for customer service reasons. (And the companies should be happy – wouldn’t you want all communication to be forced down to 140 characters?) When it’s a good experience – they write back promptly, listen to what I have to say – it boosts my opinion of the brand. When the opposite happens – they have a Twitter account, but my request goes unheard – it makes me think, well, not-so-nice things about them. (I’m not going to name any specific brands here, but I have a few on my list. Ask me after a drink.)

And according to this article on Brafton News, I’m not the only one. They report that a study by Conversocial showed that pretty much half of respondents have an extremely negative view of a brand with unanswered questions on its Facebook page.

Now, this doesn’t mean your entire interaction with a customer has to occur in public. But always, always, answer people, even if it’s to say “We’d like to take this conversation offline – please call or email us at ___.” And if you don’t have the bandwidth to manage all your social media accounts, then kill one. Cut back. Just make it clear to followers that that’s what you’re doing, and why, and give them alternative ways to contact you.

Oh, and if you are staying on Twitter? Make sure to set up a search for your brand name as well. People aren’t necessarily going to tag you properly, and you might catch some feedback that way, too.

I’d like to add a couple more, too. First, to Apple and Zinio: Provide better options for users to browse through and discover issues. The advantage of a virtual newsstand over a physical one is to allow multiple methods of organization. For instance, I’d like to be able to browse by language or country. Second, to magazine publishers: there’s no reason subscription prices should be higher in foreign markets. You’re not mailing the apps and there’s no justification for price variations – you’re just driving away potential revenue sources. Third, and this one’s for Bloomberg Businessweek in particular, though I’m sure everyone’s guilty of something: test, test, test. Then test every possible scenario again. I paid for a month-long digital subscription but only downloaded one issue during that time – and now it won’t let me download the other three. That’s the kind of thing that makes readers unhappy with your brand, which is presumably not what you’re going for.

Are you reading magazines on the iPad? What do you think publishers could improve on?

Niche sites, however, might have reason to start a social site of their own. For instance, Farhad Manjoo recently wrote on Slate about Ravelry, an online community for knitters. Non-knitters might find this bemusing, but knitters have a huge community online. It makes sense, after all: it’s an activity that’s very popular, often solitary, visual (requiring lots of photos) and beneficial of community support, whether it’s recommending patterns and yarns or offering assistance on a tough project. And while knitters want to talk a lot about knitting, their non-knitter Facebook friends probably don’t want to hear as much about it – so there’s good reason to go elsewhere for knitting talk.

BBC News just posted a story with a couple of other interesting examples, like a tool company with over 35,000 member in its community. Not only does it let tool lovers talk about how they love and use their tools, but it offers the company good customer insight – and offers customers community support.

Thinking of building your own network? Ask yourself: Are people already out there talking about this subject? And do they have an online home?

Lately, my obsession is Tumblr. You may have heard of Tumblr as that thing the kids are into – and you’d be right, as it’s definitely packed with teenagers. But I’m not really an early adopter when it comes to technology – more like a mid adopter – and I’m convinced now that Tumblr is going to hit the mainstream. So convinced that when I decided to finally start a blog oriented around my freelance writing topics (shameless self-promotion: A Health Writer’s Notebook focuses on health, fitness, nutrition and travel with some beauty and food thrown in, and lots of pretty pictures), something I’d been planning on for months, I settled on Tumblr as the platform to use.

So what makes Tumblr different from everything else? For one thing, it’s ridiculously easy to use – it puts the Facebook “like” button to shame for its one-click-ability. Think of Tumblr as a hybrid of Twitter (you follow people, they follow you back, but it doesn’t have to be reciprocal like Facebook; reblogs are a major component of the culture) and a blog (reverse chronological posts with dates, you can post at will, it’s out-of-the-box easy to use with preset templates).

Other than the reblog, perhaps the most important feature is the Tumblr button you can add to your browser’s menu bar – click it while visiting any web page (though this can be blocked) and it will give you an option to share that link with your followers; or a photo from the page; or, if you highlight certain text, a quote. You can also easily post video, audio, a chat transcript or just plain text; the beauty of all of this is that Tumblr automatically preserves the original link in your post so that credit is given where it’s due and people can follow a post back to its original source. (Of course, this depends on users not deleting that information, but the good intention is there.)

The question remains: I’m busy enough with everything else – why should I be on Tumblr? And perhaps you shouldn’t – very few Canadian magazines are. (I’ve come up with three so far – En Route, Flare and Worn – but I’m compiling a list, so if you know of more, please let me know.) But know that a number of US magazines believe Tumblr is driving subscriptions, and Tumblr’s pageviews and signups have been growing this year at a ferocious rate – as of the end of September, they’d surpassed 30 million blogs and Tumblr now competes with WordPress on monthly visits. My recollection is that Twitter’s true move to the mainstream was Christmas 2008 – when people had a bit of extra free time to play around – and I wouldn’t be surprised if the same thing happens with Tumblr this year.

There are downsides, of course. For one, Tumblr currently hosts all its blogs – unlike WordPress, you can’t install it on your own server. This makes perfect sense for a community platform, but for a media brand it means giving up a certain amount of control. Tumblr isn’t as customizable as other blogging platforms, though it’s getting there, and there are some excellent themes available for under $50 (though many are free, the quality isn’t as good and they don’t stand out as much.) And Tumblr currently doesn’t offer a way to export posts (though I’ve heard of third-party widgets that will do it for you), so what happens on Tumblr stays on Tumblr.

That said, especially for brands with sharable, bite-sized content available for use – think great photos, news snippets, quotes and recipes – Tumblr’s a great place to be. It’s easy to use and it’s fun. At the very least, I recommend signing up for your brand name, if you can still get it, even if you don’t plan to use it right away.

These articles have more information on Tumblr:

• Tumblr tips – Jaclyn Schiff
• Tumblr is the next great social network – Steve Rubel
• What media companies should learn from Tumblr’s success – GigaOM
• Journalists, take another look at Tumblr – Teaching Online Journalism
• 3 ways publishers can use Tumblr – eMedia Vitals

Are you using Tumblr, or have you played with it? Any thoughts?

Magazines:

• En Route
• Flare
• Maisonneuve
• This
• Worn

Newspapers:

• The Globe and Mail
• The National Post
• National Post Sports
• The Vancouver Sun