Highlights: "Success: D-I-G-I-T-A-L" (Pt III)

Part III: "Success: D-I-G-I-T-A-L" with Andy Clurman (Active Interest Media), David Lusterman (String Letter Publishing), Janine Scolpino (Tanton Press), & Jonno Wells (Surfline/Wavetrak)

Opinions & Observations:

·         “Freemium” is the buzz

·         Content that costs more to produce than the revenue it generates is basically subsidized marketing cost.  At some point, magazine must make an ROI on it (online or offline)

·         Supply of advertising impressions is growing exponentially faster than demand.  The price of an impression is heading toward free

·         People are flooded with content and media choices and need trusted filters more than ever

·         There are undiscovered utilities in every market

·         There is unique content worth paying for in ever market

·        Publishers must be focused on finding value that some users are willing to pay for