1. Romance the customer, the reader, the user, the viewer, the listener– but NOT the machine.

2. Stop renovating if you are going to be in the business of innovation.

3. Throw a ball from left field, surprising your customers, readers, users, viewers, and listeners every time you interact with them. Give them what they expect, but surprise them with what they don’t.

4. Humanize your medium. Focus on the human voice, values, and vision behind the ink on paper, pixels on the screen, or bytes on the sound waves. In an age of isolated connectivity, humanizing the medium is a MUST, not an option.

5. Do not be afraid to charge for quality content. People are paying big money for what you think is not quality content.

6. Change your thinking and decide what is quality content based on your customers, readers, users, viewers, and listeners. Do not create based on you, but based on them. YOU are NOT THEM. Big surprise.

7. Hire someone younger, much younger, if you really want to innovate. Established folks drag a lot of luggage with them, intentionally or otherwise. Some may call this the wisdom of age, but I call it old habits that are hard to die hard. The “young and restless” drag very few and have yet to cement their feet in old or new habits.

8. Free yourself from the past but do not uproot yourself during the pruning season. The new leaves and branches are what make a tree look good, not the roots. However, without the roots there will be no tree.

9. Keep in mind that only 9% of companies survive any disruptive innovation. Start thinking (and bring in someone new to think for you) on how to be a minority survivor rather than a majority has-been.

10. You are living the dawn of a new age, the age of Transcended Media. Are you ready to start the conversation with your customers, readers, users, viewers and listeners? Are you ready to keep the conversation going and whet their appetite for more?

11. 2011 is no different from 2010 or 2000. If you are NOT creating an engaging, addictive, repetitive conversation with your customers, readers, users, viewers, and listeners, that only means one thing: you are DEAD.

12. So show the world you are ALIVE and START romancing your customers, readers, users, viewers, and listeners. Make love to them and not to the platform or machine. You OWE it to them. And…

13. Stop being only a content provider and marketer. Start becoming an Experience Maker. There is where your media future starts.

Samir Husni, aka “Mr. Magazine”™, is “the planet’s leading expert on new magazines”, according to The Chicago Tribune. He is the President and CEO of Magazine Consulting & Research, a firm specializing in new magazine launches, repositioning of established magazines, and packaging publications for better sales and presentations.

Dr. Husni is the author of the annual Samir Husni’s Guide to New Magazines, which is now in its 25th year. He is also the author of Magazine Publishing in the 21st Century, published by Kendall Hunt, Launch Your Own Magazine: A Guide for Succeeding in Today’s Marketplace published by Hamblett House, Inc. and Selling Content: The Step-by-Step Art of Packaging Your Own Magazine, published by Kendall Hunt. He is the editor of The Future of Magazines.

Prispevek je objavljen z izrecnim dovoljenjem gostujočega avtorja (predhodno je bil objavljen na njegovem blogu).

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  1. Pure Publishing Blog | Pure Publishing and Design 6 steps to follow when producing a custom magazine, dne 11.10.2012 12:18

    [...] Before you begin, let me point out that the whole time you produce an issue of a custom magazine you have to think about your pre-defined target audience. Decide your criteria for quality content based on your customers/readers. »Do not create based on your needs; base your decisions on their needs.« [...]



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