The New Migration: Offline Content Moves Online


December 4, 2006
The New Migration: Offline Content Moves Online

Just as advertisers are realizing that they can maximize their existing content by adapting it to the online space, so too are publishers, as they not only make offline content available online, but also exploit the digital medium to enhance that content in ways not possible with print media.


Speaking on how Time Inc. is taking advantage of the Web's resources, Head of Latin American Licensing Jennifer Savage said of InStyle en Espanol,"While a reader of the print edition can paste a page-marker to remind her to purchase the dress that Cameron Diaz was seen wearing at the Oscar's, a visitor to the magazine's website can click on that dress and buy it right then." The e-commerce implications are impressive, as is the value-added for advertisers.


Furthermore, far from merely accepting that readers are moving online and appeasing them by posting content there, the new dynamic provides the opportunity to bolster both editions by leveraging the strengths of each against the other; i.e., the potential for cross-promotional activity is ripe.


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.