Richard Creighton Calls Magazines "Web Teasers" in Presentation to the University Research Magazine Association

Washington, DC (May 21, 2010) – TMG’s Principal Richard Creighton led a much lauded presentation today about customizing delivery of content at the University Research Magazine Association’s (URMA) conference called “The Future of Our Magazines: Is the medium the message?”  The conference was held at the Howard Hughes Medical Institute and was attended by university research magazine editors across the country. 

Creighton discussed key content delivery mechanisms such as magazines, websites, e-newsletters, video and social media with the overall point that content is content no matter where it is being distributed.  Creighton advised the editors to use some of the content from their magazines and repurpose it strategically to fit the respective medium. He also provided best practices on optimizing for search engines and readership. 

A controversial moment occurred during the presentation when Creighton called magazines “web teasers” because they should be designed and edited for call outs to the web and for readers to take action. One attendee tweeted, ‘Now I call a magazine a "Web teaser’, Richard Creighton, formerly of The Magazine Group. Sad, but true I think.”  Creighton made sure to stress that targeted magazines are still thriving, they just need to engage an online audience and work in different mediums.  At the end of the day, it's all about content. 

About TMG:
As the quality leader in custom media, TMG provides services to more than 50 corporations, associations and nonprofits. Its clients include corporations such as WebMD, Northwestern Mutual, Hilton and CDW; associations such as Consumer Electronics Association and the American Council of Engineering Companies; health organizations such as American Diabetes Association, Lupus Foundation of America and Cleveland Clinic; educational organizations such as American Association of Community Colleges and EDUCAUSE; and scholarly institutions such as the Brookings Institution and Aspen Institute. The firm has won more than 600 awards for its work.

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