Magazines are becoming more innovative by embracing mobile and digital platforms enabling brands to engage consumers using fully integrated campaigns, according to three Fortune 500 marketers who spoke at the Dallas Advertising League’s 12th annual Magazine Day luncheon.
Ruby Anik, senior vice president of Brand Marketing at J.C. Penney Co. Inc. (JC Penney), Paul Golden, chief marketing officer at Samsung Telecommunications America and Erick Soderstorm, vice president of Brand Marketing and Advertising at AT&T, discussed on May 10, 2011 the ‘sending power’ “of print” relative to the digital content inundating consumers.
“Everything is media today,” said Soderstorm, who stressed the importance of having a dialogue instead of a monologue with consumers. He said an exchange of ideas creates advocacy. He urged magazines to “be trend hunters” and to remember that content is still king.
Anik said her company, in an effort to reach teen consumers, was challenged by the mindset “it’s our mothers’ store.” JC Penney created a “sweet 16 group,” said Anik. The team uses a “360-degree, fully integrated” approach in successfully promoting “hot” items to the 16-year-old demographic, she said.
Golden outlined an “integrated campaign with Condé Nast” that asked consumers what they wanted. He said he could not reveal specific results and summarized by stating Samsung received “double digit brand metric lifts” that engaged the audience with “digital content and community.”
Don Rossi, senior advisor of Marketing and Advertising at The Association of Magazine Media, moderated the panel discussion, which was held at the Hyatt Regency Dallas.
I first learned President Obama would announce Osama bin Laden’s death during a May 1 special report by CBS News Anchor Russ Mitchell that interrupted “CSI: Miami.”
When I logged on to @digiqueen0809, my Twitter account, @USATODAY was reporting that @BarackObama would announce bin Laden was dead. I retweeted that and so did 12 others.
I continued to watch Mitchell’s anchoring of the developing story while using Twitter to share the news. That’s the beauty of this digital age – having television and social media simultaneously providing data about breaking news. I call it an “information high.”
@Tweetdeck is a wonderful resource. I used it to tweet seamlessly to all of my social networks. I sent about 72 tweets including many from those I follow; here are my favorites:
@NAHJ sent the news, in Spanish, from Univision, which I retweeted.
@Poynter’s tweet stated journalists were sent emails and texts saying “get to work.”
@TIME stated a crowd was outside the White House waving flags.
I tweeted some of the president’s comments from his announcement on @CBSNews, including: … today a small team of Americans “killed Osama bin Laden and took custody of his body.”
@nenajimedia urged everyone to pray.
@FO_Woolverton: RT@rtburg: MT @matflener Map of where Osama bin Laden was killed.
@LatinosMatter pointed out that Pres. Obama said “Bin Laden was not a Muslin leader, he was a mass murderer of Muslims.”
@D_Aarons stated President Bush said Obama called to tell him about Osama.
@ToureX shared President Clinton’s congratulations.
@kinggayle asked “Could BARACK OBAMA look more presidential?”
@PBS shared @NYTimesAd’s tweet of how the Osama announcement leaked out.
@CBSNews stated the FBI is preparing a bulletin to law enforcement agencies.
@LeslieMarshall queried: Are u going to ask where Obama was born? or who made the orders to kill Bin Laden?!!! OBAMA Yes!!!
@JadeYG: RT @ewstephe: So when Obama said last week he had 'better stuff to do' than talk about his birth certificate... Yeah.
@HFord2 stated it was great to be an American!
@LIVESTRONGCEO thanked our troops, veterans and public servants.
@mashable wanted to know where I first heard the news of bin Laden’s death. I responded I heard about it on the local (Dallas-Fort Worth) CBS-TV affiliate.
@GMA shared that Times Square was packed.
@tackable had a photo from the crowd at the White House.
@joshtpm sent the link to video of the president’s speech.
@DeepakChopra wrote: Dear Mr Trump do you want to see Osama bin Laden's death certificate--long form or short form ?
@chavis_t noted: In stitches -> RT @ikathyv: Hahaha! RT @WatchJ: I know one thing........Michelle Obama bout to have a looooooooooong night.
@elizlowe pointed out: cars are blasting springsteen's "born in the usa" outside of #gwbush's house #binladen #dallas @SMUDailyMustang.
@BishopJakes urged everyone to remember this historic moment.
@HuffingtonPost: Twitter says more than 4,000 tweets per second were sent during Obama's speech.
@TekLadoMagazine offered the president’s speech in Spanish.
@dallas_news: Check out the tweets of Sohaib Athar, Twitter name @ReallyVirtual He unknowingly live tweeted the Bin Laden raid in Pakistan.
Following a strong mix of news, social media and other people can provide a solid Twitter experience. Being prepared is critical in order to share timely and important messages with your followers.
About the Author:
Regina L. Burns, M.A., Project+, is an award-winning multimedia editor and journalist, specializing in Black history and African American stories at Harvest Reapers Communications. Her work has been published in Texas Highways magazine, WFAA-TV, The Dallas Morning News, the Fort Worth Star-Telegram as well as The Commercial Appeal, the Tri-State Defender and The Flyer, among others.