Posts Tagged ‘Globe and Mail’

The power of partnerships

October 7, 2009

D.B. Scott blogged the other day about news-sharing agreements between different companies, prompted by the announcement that CBC and the National Post would be exchanging content (CBC sports for Post business). He focused on this being common among news companies but didn’t mention that it’s also a great way for magazines to increase the value of their websites while bringing in a new and wider audience.

One of the most common agreements is between magazine websites and major web portals, and a number of Canadian magazines, including my own, have content-sharing agreements with sites such as msn.ca, sympatico.ca and yahoo.ca. (They’re in alphabetical order to preclude any favouritism, by the way.) Portals definitely have the broadest audience and it’s a great way to get your brand out there but as they are all general-interest, the audience isn’t necessarily targeted to your content area.

Another way to create partnerships is with other sites that have a similar target audience but a different content focus. My favourite example is the link exchange going on between Toronto Life and CBC Toronto: Toronto Life’s events coverage for CBC’s news. (You’ll see a Toronto Life block on the CBC Toronto home page and vice versa.) Both are aiming for a Toronto-based readership, but they have very different and complementary strengths in terms of editorial. The Toronto page of globeandmail.com has a similar agreement with the blog torontoist.com – I’m not sure on the details, but you’ll see a Torontoist header and story in the right-hand column of the page.

Picture 3

Content or link exchanges can come from many places, and not just online – newsletters are another source. They’re a fabulous opportunity to showcase your content, site and brand to a wider audience and, ideally, convert them into regular users. The key is to find the right site to partner with: it has to be similar enough that there’s no disconnect for readers, but different enough that you’re not sharing an audience already.

Weekend links

September 20, 2008

Virtual boyfriends are all the rage in Japan (TechCrunch)
Lynn Crosbie chats with uber-blogger Perez Hilton (Globe and Mail)
Content sites vs. aggregators (Publishing 2.0)
8 tools for better bookmarking (Webmonkey)

Should you be using Twitter?

September 9, 2008

Twitter is a utility that allows you to send and receive short messages through a list of “followers” (you can “follow” people and they can follow you) – sort of like Facebook’s status updates. It’s often called “microblogging” – a type of blogging, but much less wordy, as posts are limited to 140 characters. There’s debate over whether Twitter has become mainstream – here’s an article from TechCrunch (April 29) about Twitter’s actual numbers, and an article from compete.com (May 15) about Twitter’s traffic. (According to Ivor Tossell at the Globe, the real proof that Twitter is mainstream is that Stephen Harper is now doing it.) And if you’re interested in getting started, check out this DoshDosh article on using Twitter for marketing purposes.

Call me behind the times – I tend not to be an early adopter, mostly since blocks of time playing on my laptop are few and far between – but I only just signed up for a Twitter account. I’ll let you know how it goes.

But the question here is, should your magazine/web-editor-in-official-capacity be “tweeting”? It probably depends on your audience, but it’s worth considering. Here’s an article (passed on by Corinna at Dream Job TK) about why book publishers should be using Twitter – and I think it’s relevant to any brand.

Twitter is great at driving attention. The end.

For a minimal investment of time, you can ping a heap of people. Why wouldn’t a book publisher want to do that? Truth is, most already do. Email newsletters blast-out to book readers from all over. Publishers’ feeds and podcasts do the same. Twitter is yet another great way to keep people engaged. The difference? It is two-way, but it is two-way with a twist — Twitter scales (at least on the user side it does :)).

She goes on to give some pointers to book publishers on using Twitter.

As for current users, here are some magazines I found on Twitter:

Ms.
Maclean’s 
Boston
BC Business
Wired
This 

(Tell me what Canadian mags I missed in the comments.)

Do you use Twitter? Is it a fad, or here to stay?

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