Juan Señor delivers a whirlwind tour of content-driven media innovation today
Señor introduced the Innovation in Magazine Media 2016-2017 World Report which provides a How To guide to innovation. which today can be reduced to seven insights:
1 – The days when digital had the audience but not the revenue are over
2 – The display digital ad business model is dead
3 – Controlled distributed content is a must
4 – Frequency is now everything
5 – Only physical change will bring about conceptual change
6 – Trend watching is more important than metric watching
Señor said, “It is no longer a case of an elephant trying to dance to many digital tunes, we now know which tunes to play.”
On 10 May, co-editor John Wilpers will lead a masterclass workshop in innovation at FIPP London.
The 7th edition of the Innovation in Magazine Media World Report is available in print format thanks to UPM and Celeritas Solutions and in digital format powered by PressReader.
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