Engaging consumers via digital magazines discussed at FIPP Asia Pacific conference
Girish Ramdas, co-founder and CEO of digital newsstand Magzter, spoke of the huge transformation in consumer content consumption and the company’s growth, which has led to a user base of 23 million. Ramdas said Magzter is continually taking steps to innovate, and so far new functionality on the newsstand includes its ‘Easy CMS’ solution which makes content readable on smartphones, engaging consumers via social media and creating interactive content and advertising within digital magazines. The company is now looking to enable programmatic advertising within its client’s brands.
Phillip Jacke, managing director of Media Carrier in Germany said the B2B newsstand platform is being used by airlines such as Lufthansa to provide in-flight entertainment facilities to passengers, where magazines and newspapers are delivered directly to a person’s device. “Instead of installing screens in seats, Lufthansa has followed the trend of passengers using their own devices,” he said. “you need to take advantage of the fact that everyone carries a digital device with them nowadays.” Media Carrier is also working with hotel chains to bring a similar technology to guests.
Nikolay Malyarov, EVP and chief content officer, PressReader, Canada, talked about the “new digital content reader” who is accessing content irrespective of device these days. Malyarov urged attendees to understand how user’s content consumption is changing, for example search driven discovery and social media use. “Think beyond existing content borders,” he advised.