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What: CNET, an online-first source of consumer technology news and reviews, will launch a new  print magazine that will be distributed through newsstands across the U.S. and Canada.The magazine,which will carry articles of its own rather than recycling content from cnet.com., has a cover price of US US$5.99.The arrival of CNET in print could begin a trend to go back to traditional forms. A Spanish-language magazine is not in the plans for now.
Why it matters:With this move CNET joins a small but growing list of digitally native publications that have plunged their toes in print like Pitchfork (that launched The Pitchfork Review) or Politico (that launched a free bimonthly magazine).

descargaCNET, which began life as a digital consumer portal of news, information and reviews largely generated from tech magazines that are barely still available in print, is now a print magazine. The publisher, which is now a part of CBS’ CBS Interactive division, has unveiled plans to launch a new quarterly print Cnet Magazine with a Nov. 3 premiere issue cover date, hitting newsstands in the U.S. and Canada now.

CNET Magazine has secured prominent placements with the country’s lead newsstand sellers, including Barnes & Noble, Hudson News, Walmart, Target and Costco, among many other retailers. The quarterly magazine’s premiere issue, which runs 128 pages and is dated winter 2014, features the rapper and actor LL Cool J on the cover and has a cover price of US $5.99.

CNET will print about 200,000 copies of the inaugural issue of the magazine, which will carry articles of its own rather than recycling content from cnet.com. The magazine is anchored around four main sections: You, Your Home, Your Ride and Your Work. Every section offers CNET’s accessible, eclectic and knowledgeable take on technology.Among the first issue’s articles are “The Ultimate Tech Gift Guide,” “Driving Reinvented: The 2014 Tesla Model S” and “Should You Wait for the Apple Watch — or Not?” Sources at CNET en español told Portada that there are currently no plans to produce a Spanish-language CNET magazine.

The issue includes ads from well-known brands in categories that include automobiles, electronics, packaged goods and technology; among them are AT&T, Ford, Gillette, GMC, Hewlett-Packard, HTC, Intel, Lenovo, LG, Porsche, Roku, Salesforce.com, Samsung, TiVo and Toyota. Saatchi & Saatchi was the Publicis Groupe agency that created the full-page ad in the premiere CNET issue from Toyota, for the 2015 Camry.

According to Lindsey Turrentine, editor-in-chief of CNET Reviews, the magazine “It’s complementary to what’s online,” as it gives readers things they can’t get online, such as bright photography, long form articles and a 24-page gift guide.

Digital-first magazines

With this move CNET joins a small but growing list of digitally native publications that have plunged their toes in print like Pitchfork (that launched The Pitchfork Review ) or Politico (that launched a free bimonthly magazine).
However, in general it is completely the opposite.These days, most publications are moving from print to web. The transition from print to digital has clearly hastened. Companies like International Data Group (IDG) (which this year shuttered Macworld Magazine) and Wired, are nowadays digital-first magazines.
Wired magazine, which started as a print only publication, now has approximately 50% of its revenue coming from digital sources.

With this move CNET joins a small but growing list of digitally native publications that have plunged their toes in print.

“The future for this brand is multiplatform. We know the audience wants to experience CNET in multiple ways. This is a project we talked about for a number of years, and it got momentum in 2013, the best year in the history of CNET,” said Jim Lanzone, president and chief executive of CNET parent company CBS Interactive.

“Cnet Magazine will extend the Cnet brand and leverage the print medium to showcase Cnet’s renowned reviews, storytelling, amazing photography and access to the people making a difference in the tech world,” stated Mark Larkin, Senior Vice President and General Manager of Cnet.

At the  Online Video Forum organized by Portada as part of #Portadalat  we were lucky to have first level conversations and panels as those held by Carlos Ernesto Gutierrez, CEO Miami, Chief Growth Officer Latin America, McCann Worldgroup and Mark Larkin, SVP and General Manager of CNET. Gutierrez interviewed Larkin on stage about the industry and the development of the online video market, about how CNET uses online video, how it produces online video content and on what the future might look like.

larkin.gutierrez.portadalatMark Larkin opened the interview talking about his experience as one of the first professionals to enter the online video market. “Back when broadband was just coming into focus, I launched CNET TV,which gave rise to all of the video you see on CNET and CNET en Español today. In fact,I led the team that made sure CNET was one of the first online publishers to embrace video on the web,” Mark said.

“I think pre-roll, mid-roll and post-roll are still effective ways to communicate with consumers, especially when it’s adjacent to premium content where users are engaged in something compelling.” he said. “I think the fuss about online video is more about a rich and diverse opportunity for marketers to reach targeted audiences where they are truly engaged and across all of the platforms with which they engage,” he added.

 

Premium Content Vs. Free Content

I come from premium, so I say always spend your money in premium
 
larkin,portadalat

“Let’s talk about another dichotomy that makes us all marketers scratch our heads: Free content or premium/paid content…when to use which one in a video format?,”  McCann World Group’s Gutierrez asked.  Larkin is a big supporter of premium content. “It’s about the difference between quality audience/engagement and scale,” says Larkin. “The scale may differ in some cases, but the audience will have a great content experience and the messages that surround that experience are richer and more impactful for their association with that premium content,” he added.

 

“Church and state” separation

Carlos Gutierrez also asked how CNET is able to balance advertising sales interests with editorial integrity. To which Larkin answered that at CNET “we take the separation of church-and-state very seriously and people who come to CNET know they are getting high-quality, tested, reliable information that helps them make smart decisions about technology.”

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami.

At the  Online Video Forum organized by Portada as part of #Portadalat  we were lucky to have first level conversations and panels as those held by Carlos Ernesto Gutierrez, CEO Miami, Chief Growth Officer Latin America, McCann Worldgroup and Mark Larkin, SVP and General Manager of CNET. Gutierrez interviewed Larkin on stage about the industry and the development of the online video market, about how CNET uses online video, how it produces online video content and on what the future might look like.

larkin.gutierrez.portadalatMark Larkin opened the interview talking about his experience as one of the first professionals to enter the online video market. “Back when broadband was just coming into focus, I launched CNET TV,which gave rise to all of the video you see on CNET and CNET en Español today. In fact,I led the team that made sure CNET was one of the first online publishers to embrace video on the web,” Mark said.

“I think pre-roll, mid-roll and post-roll are still effective ways to communicate with consumers, especially when it’s adjacent to premium content where users are engaged in something compelling.” he said. “I think the fuss about online video is more about a rich and diverse opportunity for marketers to reach targeted audiences where they are truly engaged and across all of the platforms with which they engage,” he added.

 

Premium Content Vs. Free Content

I come from premium, so I say always spend your money in premium
 
larkin,portadalat

“Let’s talk about another dichotomy that makes us all marketers scratch our heads: Free content or premium/paid content…when to use which one in a video format?,”  McCann World Group’s Gutierrez asked.  Larkin is a big supporter of premium content. “It’s about the difference between quality audience/engagement and scale,” says Larkin. “The scale may differ in some cases, but the audience will have a great content experience and the messages that surround that experience are richer and more impactful for their association with that premium content,” he added.

 

“Church and state” separation

Carlos Gutierrez also asked how CNET is able to balance advertising sales interests with editorial integrity. To which Larkin answered that at CNET “we take the separation of church-and-state very seriously and people who come to CNET know they are getting high-quality, tested, reliable information that helps them make smart decisions about technology.”

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami.

mark larkinPortada interviewed Mark Larkin, SVP and General Manager of CNET at CBS Interactive, as part of the #PortadaLat interview series.

Below, Mark Larkin discusses his vision on online video, how they create and use video at CNET, his own history regarding video and CNET TV, as well as his opinion about where will be video ten years from now:

Portada: What is your experience in your long career in online video?

Mark Larkin: I have always been a champion of video. People love to read, but they also love to watch. Here at CNET and CNET en Español, we create video because there is enormous appetite for content that entertains, informs and engages all at once – and nothing does all three like video. Back when broadband was just coming into focus, I launched CNET TV,which gave rise to all of the video you see on CNET and CNET en Español today. In fact,I led the team that made sure CNET was one of the first online publishers to embrace video on the web. In my 18-year career with the company, I’ve directed other video-centric brands within our portfolio, including CBS MoneyWatch and CBSNews.com, where I launched a slate of successful web shows including @KatieCouric, 60 MINUTES OVERTIME and WASHINGTON UPLUGGED. Today, CNET and CNET en Español have more than 500,000 pieces of premium-content video in our combined archives. And every year, we rapidly expand our palette of programming.

Portada: How is online video in text content integrated if at all at CNET?

Mark Larkin: Video is at the heart of everything we do here at CNET. It’s where we started and it’s where we’re headed. We have a robust in-house video production team that produces tens of thousands of pieces of video content every year – and that content sits alongside the written content we produce. Together, CNET and CNET en Español offer live video coverage of news events, such as press conferences at which the latest and greatest consumer products are revealed. Our reviews of newly released products are accompanied by videos explaining the pros and cons of each device to our audience. We offer a full slate of ‘How To’ videos, in which our editors show consumers how to make the most of their products. And we have a number of recurring series in English and in Spanish that help viewers keep abreast of the rapidly occurring changes in consumer tech. What’s more, all of our videos are available across all platforms, whether desktop and mobile (Android, iOS, Windows 8) or on “Smart TVs” or distributed through our partners like YouTube, Roku, Xbox and more.

Video is at the heart of everything we do here at CNET.
 

Portada: Where will video be 10 years from now?

Mark Larkin: I envision we will see more video content than ever as screens proliferate across platforms that we may never have initially imagined. Any platform that can stream video will have video on it – and we’ll be there. With advancements in wireless technology speeds, and with new ways for consumers to access content, we expect to reach consumers not just in the home or office, but in unexpected places like cars (where video has already made considerable inroads), through wearable technologies, and on devices that one might not normally expect to encounter a screen (such as refrigerators with built-in streaming technologies) and more. What it really boils down to is this: More ways for us – and our marketing partners – to reach consumers at nearly all points along the marketing funnel to help them make smart purchasing decisions.

Portada:  How do you integrate video with your social media platforms?

Mark Larkin: Video is critically important to our success on all social media platforms. We highlight individual pieces of content regularly across our Facebook, Twitter, Tumblr and Pinterest accounts. Video is critically important to our social strategy – and video is also critically important to the success of Facebook, Twitter and all of the social platforms. Which is why you see them consistently modify their algorithms to prioritize premium content/video higher within their users’ news feeds and streams.

Video is critically important to our success on all social media platforms.
 

Portada: What is the most striking feature for you at CNET en español?

Mark Larkin: The fact that we’ve grown so quickly in such a short amount of time. We knew there was a market to deliver premium content – and, specifically, premium video – to Spanish speakers here in the United States. Seven months after the launch, we’ve seen page views and engagement increase with ad inventory remaining scarce. We are thrilled with the response but we continue to learn along the way and we invite our readers to give us continuing feedback about the content they see – and want to see – across all of our platforms.

Mark joined CNET in 1996 and over the course of his career with the company has directed other brands within the CBS Interactive portfolio, including CBS MoneyWatch, BNET and CBSNews.com, where he served as vice president and general manager and tripled traffic during his tenure. During that time, Mark and his team launched a slate of successful web shows including @KatieCouric, 60 MINUTES OVERTIME, WASHINGTON UPLUGGED and successful blogs like Crimesider and Political Hotsheet.

Our discussion with Mark Larkin joins those with LatAm Summit speakers Annika Blockstrand and  Caio del Manto, both of Mondelez, Fernando Calderón of OCCMundial and  César Salazar of 500 Startups.

We have designed next week’s stellar #Portadalat’s program so that attendees get the best content and key takeaways on the 12 main issues which will drive the growth of the Latin American/panregional advertising and media sector. They are:

marklarkin1. Online Video, the hottest Latin media platform: Explore how Online Video is expanding in the Latin space. What are the key challenges that have to be overcome in order for growth to be accelerated: The quest for credible metrics for video entertainment experiences as understood by Group MESPN and ComScore. Learn from Mark Larkin (photo), general manager of  global digital media player CNET, how to use online video to engage audiences worldwide. Plus, best practices from Havas, Puig and Avaya.

2. The latest research about how multiscreen consumption is evolving in the Latin American and U.S. Hispanic markets. What are the media consumption habits of today’s kids and teenagers? Key insights from Discovery, Viacom and YuMe.

3. Is there money in it? How should media owners best monetize online video. Learn from experts how best to take advantage of online video content through advertising. What a leading executive from BrightCove has to say.

fp4. Real-Time-Marketing: What does it mean in a Latin Context? As Ad-Tech companies are expanding to Latin America,  is Latin America really ready for the new world of Real-Time Marketing,programmatic,RTB’s, SSPs …? What concrete real-marketing campaign examples targeting Latin American audiences are there already and what can be learned from them? The answers by Felix Palau (photo), Brand VP Global Marketing. Américas, Heineken.

5. Panregional Content Marketing: Is there such a thing? How do major Content Marketers strategize within the local-vs panregional pendulum. Hear about actionable Latin American content marketing insights. from leading Content Marketing practitioners at 3M, Skyword and Piccolo Universe. Plus the latest addition Denisse Guerra, Regional Marketing Director Latin America ESTÉE LAUDER!

scott.dadich.feature6. The Interaction between Design and Technology. A key issue facing consumer electronics. How Design will impact technology and what this means for marketers and media, by Wired’s Editor-in-Chief Scott Dadich (photo).

7. How is panregional advertising going to evolve in a real-time marketing world? Is it going to be strengthened by it? The example of the travel services industry.

8. How Global Brand Planning impacts Latin American media buys, according to key marketers from global snack powerhouse Mondelez.

9. Mexico: Financial Service Marketing in Latin America’s second largest economy. Key takeaways on:  How to market financial services in a country where only 30% of the population has a bank account.  How Citibank-owned Banamex, integrates its  marketing with Citibank’s global marketing objectives.

cesar salazar10. What opportunities are there for Latin American tech-entrepreneurs and who is ready to finance them. A conversation between Cesar Salazar (photo), Venture Partner, 500 Startups, Mexico and Victor Kong, president of Cisneros Interactive.

fiore11. The biggest show in the World! Learn first-hand from Soccer Celebrity “El Presidente” Fernando Fiore on his bets for the Soccer World Cup which starts on June 12 in Brazil. Plus his views on the future of the soccer marketing discipline.

12. Learn about opportunities and acquire market-intelligence at #Portadalat’s popular Speednetworking function.

Table Leaders will include Vanessa Gonzalez, Managing Director, Omnicon Digital Latin America, Luis Ortuzar, Regional Marketing Director, Christian Dior Parfums LatAm & Caribbean, Anita Geller, Head Digital Marketing at Sandoz Latin America, Helber Diaz, Media Director at MediaBrands and many more!

mark larkinPortada interviewed Mark Larkin, SVP and General Manager of CNET at CBS Interactive, as part of the #PortadaLat interview series.

Below, Mark Larkin discusses his vision on online video, how they create and use video at CNET, his own history regarding video and CNET TV, as well as his opinion about where will be video ten years from now:

Portada: What is your experience in your long career in online video?

Mark Larkin: I have always been a champion of video. People love to read, but they also love to watch. Here at CNET and CNET en Español, we create video because there is enormous appetite for content that entertains, informs and engages all at once – and nothing does all three like video. Back when broadband was just coming into focus, I launched CNET TV,which gave rise to all of the video you see on CNET and CNET en Español today. In fact,I led the team that made sure CNET was one of the first online publishers to embrace video on the web. In my 18-year career with the company, I’ve directed other video-centric brands within our portfolio, including CBS MoneyWatch and CBSNews.com, where I launched a slate of successful web shows including @KatieCouric, 60 MINUTES OVERTIME and WASHINGTON UPLUGGED. Today, CNET and CNET en Español have more than 500,000 pieces of premium-content video in our combined archives. And every year, we rapidly expand our palette of programming.

Portada: How is online video in text content integrated if at all at CNET?

Mark Larkin: Video is at the heart of everything we do here at CNET. It’s where we started and it’s where we’re headed. We have a robust in-house video production team that produces tens of thousands of pieces of video content every year – and that content sits alongside the written content we produce. Together, CNET and CNET en Español offer live video coverage of news events, such as press conferences at which the latest and greatest consumer products are revealed. Our reviews of newly released products are accompanied by videos explaining the pros and cons of each device to our audience. We offer a full slate of ‘How To’ videos, in which our editors show consumers how to make the most of their products. And we have a number of recurring series in English and in Spanish that help viewers keep abreast of the rapidly occurring changes in consumer tech. What’s more, all of our videos are available across all platforms, whether desktop and mobile (Android, iOS, Windows 8) or on “Smart TVs” or distributed through our partners like YouTube, Roku, Xbox and more.

Video is at the heart of everything we do here at CNET.
 

Portada: Where will video be 10 years from now?

Mark Larkin: I envision we will see more video content than ever as screens proliferate across platforms that we may never have initially imagined. Any platform that can stream video will have video on it – and we’ll be there. With advancements in wireless technology speeds, and with new ways for consumers to access content, we expect to reach consumers not just in the home or office, but in unexpected places like cars (where video has already made considerable inroads), through wearable technologies, and on devices that one might not normally expect to encounter a screen (such as refrigerators with built-in streaming technologies) and more. What it really boils down to is this: More ways for us – and our marketing partners – to reach consumers at nearly all points along the marketing funnel to help them make smart purchasing decisions.

Portada:  How do you integrate video with your social media platforms?

Mark Larkin: Video is critically important to our success on all social media platforms. We highlight individual pieces of content regularly across our Facebook, Twitter, Tumblr and Pinterest accounts. Video is critically important to our social strategy – and video is also critically important to the success of Facebook, Twitter and all of the social platforms. Which is why you see them consistently modify their algorithms to prioritize premium content/video higher within their users’ news feeds and streams.

Video is critically important to our success on all social media platforms.
 

Portada: What is the most striking feature for you at CNET en español?

Mark Larkin: The fact that we’ve grown so quickly in such a short amount of time. We knew there was a market to deliver premium content – and, specifically, premium video – to Spanish speakers here in the United States. Seven months after the launch, we’ve seen page views and engagement increase with ad inventory remaining scarce. We are thrilled with the response but we continue to learn along the way and we invite our readers to give us continuing feedback about the content they see – and want to see – across all of our platforms.

Mark joined CNET in 1996 and over the course of his career with the company has directed other brands within the CBS Interactive portfolio, including CBS MoneyWatch, BNET and CBSNews.com, where he served as vice president and general manager and tripled traffic during his tenure. During that time, Mark and his team launched a slate of successful web shows including @KatieCouric, 60 MINUTES OVERTIME, WASHINGTON UPLUGGED and successful blogs like Crimesider and Political Hotsheet.

Our discussion with Mark Larkin joins those with LatAm Summit speakers Annika Blockstrand and  Caio del Manto, both of Mondelez, Fernando Calderón of OCCMundial and  César Salazar of 500 Startups.

We have designed next week’s stellar #Portadalat’s program so that attendees get the best content and key takeaways on the 12 main issues which will drive the growth of the Latin American/panregional advertising and media sector. They are:

marklarkin1. Online Video, the hottest Latin media platform: Explore how Online Video is expanding in the Latin space. What are the key challenges that have to be overcome in order for growth to be accelerated: The quest for credible metrics for video entertainment experiences as understood by Group MESPN and ComScore. Learn from Mark Larkin (photo), general manager of  global digital media player CNET, how to use online video to engage audiences worldwide. Plus, best practices from Havas, Puig and Avaya.

2. The latest research about how multiscreen consumption is evolving in the Latin American and U.S. Hispanic markets. What are the media consumption habits of today’s kids and teenagers? Key insights from Discovery, Viacom and YuMe.

3. Is there money in it? How should media owners best monetize online video. Learn from experts how best to take advantage of online video content through advertising. What a leading executive from BrightCove has to say.

fp4. Real-Time-Marketing: What does it mean in a Latin Context? As Ad-Tech companies are expanding to Latin America,  is Latin America really ready for the new world of Real-Time Marketing,programmatic,RTB’s, SSPs …? What concrete real-marketing campaign examples targeting Latin American audiences are there already and what can be learned from them? The answers by Felix Palau (photo), Brand VP Global Marketing. Américas, Heineken.

5. Panregional Content Marketing: Is there such a thing? How do major Content Marketers strategize within the local-vs panregional pendulum. Hear about actionable Latin American content marketing insights. from leading Content Marketing practitioners at 3M, Skyword and Piccolo Universe. Plus the latest addition Denisse Guerra, Regional Marketing Director Latin America ESTÉE LAUDER!

scott.dadich.feature6. The Interaction between Design and Technology. A key issue facing consumer electronics. How Design will impact technology and what this means for marketers and media, by Wired’s Editor-in-Chief Scott Dadich (photo).

7. How is panregional advertising going to evolve in a real-time marketing world? Is it going to be strengthened by it? The example of the travel services industry.

8. How Global Brand Planning impacts Latin American media buys, according to key marketers from global snack powerhouse Mondelez.

9. Mexico: Financial Service Marketing in Latin America’s second largest economy. Key takeaways on:  How to market financial services in a country where only 30% of the population has a bank account.  How Citibank-owned Banamex, integrates its  marketing with Citibank’s global marketing objectives.

cesar salazar10. What opportunities are there for Latin American tech-entrepreneurs and who is ready to finance them. A conversation between Cesar Salazar (photo), Venture Partner, 500 Startups, Mexico and Victor Kong, president of Cisneros Interactive.

fiore11. The biggest show in the World! Learn first-hand from Soccer Celebrity “El Presidente” Fernando Fiore on his bets for the Soccer World Cup which starts on June 12 in Brazil. Plus his views on the future of the soccer marketing discipline.

12. Learn about opportunities and acquire market-intelligence at #Portadalat’s popular Speednetworking function.

Table Leaders will include Vanessa Gonzalez, Managing Director, Omnicon Digital Latin America, Luis Ortuzar, Regional Marketing Director, Christian Dior Parfums LatAm & Caribbean, Anita Geller, Head Digital Marketing at Sandoz Latin America, Helber Diaz, Media Director at MediaBrands and many more!

Fernando Fiore
Fernando Fiore, Anchor of Univision’s Republica Deportiva and Emmy® Award Winner

Soccer Celebrity Fernando Fiore has just been added to an A-list lineup of elite speakers in marketing, media and journalism at our 2014 Latam Advertising and Media Summit and the Latin Online Video Forum (#Portadalat) in Miami on June 3 and 4.   Only eight  days before the ‘brazuka’ starts rolling at the Soccer World Cup in Brazil, attendees will  be able to hear from Emmy Award Winner and soccer insider Fernando Fiore’s  about what he expects to happen on the soccer field. Fiore, who is also a soccer-marketing expert, will share how the Soccer Marketing discipline is going to be impacted by the upcoming World Cup.

We recently also announced that Mark Larkin, SVP and General Manager of CNET is going to be one of the star speakers at the Latin Online Video Forum in Miami on June 3. You will be able to hear first hand how CNET uses online video in its different forms and content to engage a global audience of over 80 million users. Larkin is going to be interviewed by Carlos Ernesto Gutierrez CEO Miami Chief Growth Officer Latin America, at McCann Worldgroup .
The Latin Online Video Forum can be attended separately or in combination with the Latam Summit. We are using the hashtag #Portadalat for both events.
Other path-breaking presenters #Portadalat attendees will be able to interact and learn actionable insights from include the following:

  • Keynote speaker: Tech Media Star Scott Dadich, Editor-in-Chief, Wired
  • Josh Chasin, Chief Research Officer, Comscore
  • Pablo Sanchez, International Media Manager, Puig
  • Mercedes Lopez Arratia, Head of Digital Marketing and Premium Marketing, Banamex
  • Annika Blockstrand, Regional Media Director,Mondelēz International
  • Carlos Espindola, eHub Manager Latin America, 3M
  • Felix Palau, Brand VP Global MKT Américas,  Heineken
  • Andrea Isaac, Head of Strategy, Havas Media International

…and dozens more!

Check out the just revealed Agenda of the Latin Online Video Forum. (June 3)
Plus check out the draft Agenda of the Portada Latam Summit.(starting June 3 in the afternoon and June 4)

Take advantage of Ticket plus 2 Hotel Nights for only US$ 699!

We are extending the amazing deal for a ticket to the Latin Online Video Forum and the Latam Summit PLUS 2 FREE HOTEL NIGHTS at the wonderful InterContinental Hotel Miami FOR ONLY  US $699 until this Friday May 9th! Register here! Or, if you don’t need a hotel get your ticket at the price of the special online promotion!

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