When John Cass, Pace’s head of digital marketing, mentioned he was thinking about starting a blog series to rate top U.S. consumer magazines’ online presences, I thought cool—a chance for us all to spend time doing what we love (keeping up with Cosmo and Sports Illustrated, on the clock) and learn lessons we can apply in our own custom content development.
As a bonus, I figured—correctly, yay!—that the series would help us bring more Pace voices into the mix you’re already seeing here in our discussions of custom content issues. (I’m betting we’re not the only company trying to figure out how to get busy employees better integrated into our blog and social media efforts … am I right?)
An intrepid band of Pace bloggers, old and new, are at this very moment tracking the websites of mags on the Top 10 ABC Magazines by Circulation roster and the Adweek Hot List 2010 and getting ready to share what they learn. And we hope some of the kind folks who do all that impressive work to keep those sites running will tell us how they do it.
Look out for reviews of these 19 titles (one appears on both lists) over the next couple of months:
Top 10 ABC Magazines, Based on Circulation
(based on average total paid and verified circulation for top Audit Bureau of Circulations magazines 2009)
1. AARP The Magazine
2. AARP Bulletin
3. Reader’s Digest
4. Better Homes and Gardens
5. Good Housekeeping
6. National Geographic
7. Woman’s Day
8. Family Circle
9. Ladies’ Home Journal
10. AAA Westways
We’ll be looking at factors like strength of content, ease of navigation, incorporation of new technology, design and layout, and level of social media sophistication.
Our series was inspired in large part by a great post of magazine site reviews by Douglas A. McIntyre at 24/7 Wall St., and by John’s corporate blog review series.
I can’t wait to see what we learn! I’m sure it’s going to have lots of useful applications to the work we do for our custom content clients. Please jump into the conversation anytime and let us know what you think.
Provisioning your site with customization options, personalized segmentation and social integration provides you with a blended personalization model for improving user engagement and increasing your site’s perceived relevance.
Pace uses an integrated model that recognizes content marketing as a blend of digital and traditional marketing, communications, journalism, social media, and technical expertise.
Establishing a measurement system is critical to ensuring that content is adding value throughout the customer journey.
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