Technology advances such as the iPhone, and most recently the Google/T-Mobile G1, have changed everyday communication. In this issue of Engage, we focus on micromedia and Twitter—new mobile based applications that give organizations the opportunity to reach their on-the-go members and customers in a whole new way. 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

Covers, with a Twist
The Showtime drama series, "Dexter," has launched a series of creative ads that closely resemble the covers of the magazines they appear in, transforming GQ to DQ and Us Weekly to Dexter Weekly. Check out the article and decide if this creative approach can work for you.

Interview with a Legend
Legendary art director Fabien Baron achieved worldwide reknown for his minimalist consumer work. Throughout his career he "revamped five magazines, including Italian Vogue, Harper’s Bazaar and, his latest, Interview, where he is also editorial director." Check out his most recent New York Times interview for the secrets behind his success.

Hey Big Spender!
During a time when the struggling economy has driven advertisers to reign in their spending, luxury brands remain ready and willing to pay top dollar to reach their audiences. If you are searching for advertising revenue, look no farther than luxury goods. Click here to find out how some publications are capitalizing on this strategy.

Coming to a Virtual Newsstand Near You
Time, Inc recently released its long-awaited "virtual newsstand delivery service," creatively dubbed Maghound. This service allows users to choose from over 240 print titles and bundle their subscriptions together into one price package. Have a look at this article and see if this online functionality can benefit your publication.

Disclaimer: Access to some sites may require registration.

diamond in the rough

Enjoy "Tweet" Success with Micromedia

Trying to engage a flock that's on the go? Micromedia channels such as SMS texting and the Twitter social networking site can keep your custom content as close as cell phones and as fresh as breaking news.

In fact, organizations have embraced Twitter as a new method for boosting everything from Web traffic and magazine readership to advocacy and conference attendance. Companies such as Dell and Whole Foods use Twitter to update users on the newest product and service information. And as for measurable ROI, Dell says those 140-character Twitter postings (called "tweets") have driven $500,000 in sales.

How can micromedia trends and tools be used in conjunction with your custom media? In an exclusive interview, Maddie Grant, chief social media strategist for SocialFish, looks at ways to find your own "tweet" success among Twitter's 2,200,000 users.

Watch Maddie's video interview

With people spending less time in offices, mobile devices represent an important new channel for custom media publishers. Organizations can even acquire mobile-device contact lists to enable SMS text messages to on-the-go individuals.

The applications are limitless! Here are just three:

• The American Public Health Association uses Twitter to send health information, like this recent tweet: It's the first day of fall! Time for cooler weather, the Great Pumpkin and your flu shot!
• On September 15th the Maryland Association of CPAs leveraged Twitter's immediate visibility to engage an audience rocked by financial turmoil with an irresistible tweet that linked back to its blog: New on CPA Success: Not everyone's a loser when Wall Street slides
• The Obama campaign uses Twitter effectively to keep in touch and rally support. Just three minutes after this recent tweet went out, supporters were already gathering and "re-tweeting" — forwarding the tweet to others: Obama Supporters NEEDED. 2:30 pm protest at Federal Reserve. Address - 59 Maiden Lane, Wall Street area. Please re-tweet

How can Twitter boost reach and engagement in your own custom media strategy? Check out our new best practice guide:

Connect    Micromedia and Your Custom Media Strategy.

Engage    Share your own Twitter tips here!

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