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Overcome Print Problems with Tag

Holly Richmond
Wednesday, May 25, 2011 at 11:00 AM

How can the magazine industry (which I'd call "slow-moving" compared to internet journalism, but I saw "The Devil Wears Prada") match the hair-whipping, wind-tunnel speed of the internet? You guessed Tag, didn't you? (I guess that seems to be a theme on this blog...)

 

From daily newspapers to books and magazines, Tag provides a bridge to a world more frantic and flurried than can be contained on the printed page. Let's take a look at some of the traditional challenges of print magazines in particular – both for editorial and advertising – and how Tag helps you overcome them:

 

Making print dynamic. If a picture's worth a thousand words, how many is a video worth? Makeup advertisers can demonstrate how to apply a new product (like how to get that smoky eyeshadow look...someone please tell me), potentially converting unsure readers into customers. Or a Tag in an editorial piece can let the reader instantly vote in a poll on her mobile phone, listen to sample tracks from a reviewed album, or enter a contest – making the experience more interactive and deepening the relationship.

 

Working around longer lead time. As we pointed out in our recent quilting industry story, magazines have to nail down content months in advance, but including a Tag is one way to buy yourself time since you have the flexibility to change what your Tag connects the reader with.

 

Maximizing limited space. Magazine real estate is precious. Tags are tiny. Color Tags can be as small as three-quarters of an inch tall and wide. (And Custom Tags can add visual impact to your story.) Valuable content is inevitably cut from the final magazine, but a Tag can link to that slideshow or additional content that your readers would still love.

 

Measuring engagement more easily. Online ads have "impressions," but how many eyeballs check out your ad? Tag's free analytics give quantitative data on reader response to your article, special issue, contest, or ad campaign.

 

Extending the content's life. While an interview or movie review can get dated pretty quickly, a Tag can link to something continually refreshed like an actor's YouTube channel or IMDB profile, or be changed from a site where readers can buy movie tickets to a site where they can purchase the DVD itself. Reward the reader with regularly updated content and he or she will keep coming back.

 

How have you seen Tags and online content complement the printed page? Did I miss other ideas for adding mobile content to publications with Tag? Let us know in the comments below or on Tag’s Facebook or Twitter pages.

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