Magazines: Web Sites will be about UGC & video

It’s all about user-driven content and video says MediaWeek of the Magazine Publishers of America conference:

“Marthastewart.com, the umbrella Web site of Martha Stewart Living Omnimedia, this summer will introduce new ways for audience members to share information with each other, said Susan Lyne, president and CEO, MSLO. And as MSLO looks for growth avenues, it’s looking at community sites, among other acquisitions.

“Dennis Publishing also is embracing user-driven content, though in a different way. Stephen Colvin, president and CEO, who joined Lyne on the panel, said Dennis’ Maxim magazine has in the works MyMaxim.com. Launching in three to four weeks, the new site will let visitors customize the text, images and video they see when they go there

“Executives noted that the Web has become a strong source of new subscriptions and in so doing, helped magazines lower their direct mail costs.

“Case in point is Blueprint, the lifestyle/shopping magazine MSLO launched with a test issue in May 2006, and which will publish bimonthly this year. The magazine derived two-thirds of its subscriptions for its first two issues from the Internet, Lyne said.

DMNews also reports that “155 magazine digital initiatives have been activated” at the conference:

“MPA members who announced digital initiatives included BusinessWeek, which will offer exclusive online content, a mobile edition for PDAs and cell phones, online business school rankings and multiplatform distribution of rich media and video content.

“Conde Nast, who this year will produce an online film festival, user-generated content on Web sites, interactive dating blogs, an online video series, an online radio station, bridal sites with virtual fitting rooms and PDA-enabled editions with mobile sites and text shopping/buying from cell phones. ”

“A section of Magazine Digital Initiatives has been created on the MPA’s Web site at www.magazine.org. It offers complete, detailed lists of new products and platforms for consumer magazines.

“The lists will be updated weekly and feature information with links to press releases and articles where available.”

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