It's time to ring in 2009! And time to start thinking strategically about how to succeed in the new year's predicted frosty economy. In this issue of Engage, TMG's Principal, Richard Creighton, shares his words of wisdom for thriving in 2009. Don't forget to check out the latest launches, and our video interview. If you get even one idea, we'd like to think Engage is worth reading (and now, watching)!

industry buzz

Instant Access
Instant cell phone and email alerts are a great way to get important information to your stakeholders, and ultimately get them to take immediate action. This holiday season, for example, consumers have been signing up for free alerts on their hard-to-find "must-have" gifts.

Thrive in 2009
In 2008 there was a total of 335 new magazine launches. That may be half as many launches as in 2007 (a total of 715 new publications), but is still "substantially higher than the number of new launches in 1991."

Successful Adaptations
With the ever-expanding number of digital and social distribution methods, print publishers need to take a look at their audience and adapt their content using "mental flexibility." This article argues that publishers "should think about what content suits these new modes of distribution and could evolve in tandem with them."

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diamond in the rough

Hot Opportunities for a Frosty Economy

The Farmer's Almanac predicts that 2009 could be one of the coldest winters on record. Some are fearful that the same could be true of the publishing industry.

Richard Creighton, principal of The Magazine Group, believes today's uncertainty provides an opportunity to think about media and content in new ways, and gives a heads up on the growing importance of authentic content. "People are looking for leadership and custom media programs are ideal vehicles to deliver that leadership," he says, noting that organizations have access to the "rock stars" of their verticals.

Watch Richard's video interview

He believes that institutions and companies have an obligation to be the steady ship in the storm for their audiences. In uncertain times, more than ever, publishers need to listen to their users and readers — "grassroots" has taken on a new dimension this year, and associations in particular can leverage the power of their grassroots.

Richard observes that the old maxim "Content is King" should be modified to "Reader is King" or "User is King," and that every effort should be made to leverage the relationship with the audience, regardless of the content delivery system — print, Web or anything else.

The bottom line — 2009 will provide opportunity if you remain the leader for your audience. To help you get started, we've identified your five best survival strategies. Check them out now in our latest best practice guide.

Connect    Custom Media Survival Guide for 2009.

Engage    Share your own 2009 tips here!

Grow!   

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