It's 2008 and time to start thinking about what strategies you can employ this year to pull away from the pack. We've pulled together some leading industry professionals for this issue of Engage. Don't forget to check out the latest launches, and our new video player. If you get even one idea, we'd like to think Engage is worth reading (and now watching)!

industry buzz

The Rise of Custom Media
As technology is changing, so is the custom media industry; consumers are looking to receive information across multiple platforms, and most publishers are evolving by adding services which meet these needs. Take a look and see the list of the top custom media "players."

Successful Niche Publishing
While some publishers worry about the future, others rest assured that their magazines are important to their readers. Special-interest magazines continue to flourish while "800-pound gorilla" magazines (otherwise known as general-interest publications) face downturns. Find out why.

Readers? Or Viewers?
With an increasing number of interactive initiatives in the magazine pipeline, some have suggested that magazine "users" may be a more appropriate term than "readers." But not everyone agrees with that logic... check out both sides of the argument.

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diamond in the rough

Predictions and Trends in 2008

Integrated marketing and multimedia as a whole will be hot this year as readers demand more options for receiving information. Thanks to the widespread adoption of broadband, online video will continue to grow rapidly. But economic uncertainty will force organizations to become more strategic in their marketing and communications.

What else does the future have on tap for custom media in 2008? We've interviewed some leading industry figures to find out what you should know to be prepared, strategic and successful this year.

Jane Ottenberg, President, The Magazine Group
Jane Ottenberg is the president of The Magazine Group—with over 26 years experience advising organizations from nonprofits to Fortune 500 companies, she is a leader in custom media

Click here to watch Jane's full interview in this online video!

"2008 will finally be the year that organizations walk the talk when it comes to integrating print and Web. We will begin to see more dollars invested in online activities and more support by advertisers for those efforts. Magazines will remain the centerpiece of content strategies as they are still the best medium to reach out and grab readers. Magazines will more frequently drive readers to the Web for additional content, and there will be more online content developed to fill that need. Advertisers want it. Readers want it. 2008 will be the year when it finally happens.

In addition, online video will explode as organizations learn that it is a reasonably priced way to engage their members/donors with thought-provoking content. Advertisers will be all over it. If done well, it will be a new revenue stream for associations and nonprofits by the end of 2008."

Joel Quadracci, President & CEO, Quad/Graphics
Joel Quadracci is the president and CEO of Quad/Graphics, the largest privately held printer in the world with over $2 billion in sales annually

"In 2008, we will see an uncertain economy with a decline in overall printing and a rise in paper prices. Publishers will need to rethink their businesses to get more out of what they are doing—making sure readers are still engaged—and look for new opportunities, such as personalized URLs and variable data (variable data printing permits inline customization of text and/or images driven by information from an external database). Overall, publishers will start spending more on variability than on the actual printing.

It is going to be important for publishers to break out of the silo mode and understand what is possible—to create printing and mailing programs that take full advantage of the data out there. Publishers need to treat consumers as individuals, and not as a mass—and speak to each person's needs and desires. Publishers and printers who can harness these technological printing advances will succeed."

Martin Walker, Chairman, Walker Communications
Martin Walker is chairman of Walker Communications, a magazine consulting firm specializing in advertising sales and market development; business, strategic and launch planning; advertising, market and editorial research; and advertising rate management

"In 2008, it will be important to create integrated print and Web advertising programs as opposed to stand-alone sales. These two platforms should work together and not against one another to maximize opportunities. One of the biggest challenges to overcome this year will be developing a business model for the Web that works economically, generates traffic and is in sync with print products. By the same token, it will be important to highlight and promote value-added programs to potential advertisers.

Connect    Your Custom Media Checklist for 2008

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