June 2014 Issue


News Features

Imagine you are walking out of a store where you just bought some jeans. As your feet hit the pavement, you get a text. The text reads, "Spend just $10 more and you will qualify for a $100 gift certificate!" Is this great? Is this creepy? Is this effective? No matter your stance, this is the very, very new reality of real-time marketing.
By - Posted Jun 09, 2014
Have you ever watched teenagers play "Call of Duty" for hours on end and wondered what kind of magic keeps these users so deeply engaged? More importantly, have you ever wondered how you might be able to use this magic to engage your customers? It's not magic. It's gamification. Companies have been employing this technique for years--decades, even--but over the past few years, digital marketers have started to realize that gamification can take their campaigns to new levels.
By - Posted Jun 30, 2014

Featured Stories

Digital has taken the world by storm, upending the world of traditional advertising and requiring 21st-century marketers to become savvy about a broad range of digital advertising options that can include anything from SEO to social media to mobile. There's much to understand, much to keep track of, and much to stay on top of. That's the bad news. The good news is that digital advertising, unlike traditional advertising, is far more trackable, allowing marketers to determine what is working for them and driving the results they desire and what may not be as effective.
By - Posted Jun 02, 2014
One of the more recent movements in the technology sector--which has emerged as a bona fide standard practice in numerous industries--is cloud-based computing. Without even thinking about it, in fact, many of the most routine activities that businesses have come to rely on-think Gmail or Salesforce.com-are built on cloud-based principles, where information, storage, and processing are housed and managed in off-site data centers as opposed to a company's own local servers or hard drives. For publishers contemplating moving aspects of their business practice to the cloud, there is plenty of experience and expertise to rely on during the course of the decision-making process; indeed, they may already be deeper into the cloud than they realize.
By - Posted Jun 23, 2014
If you are involved with any type of enterprise software, you've probably considered some sort of cloud-based deployment model. Publishing is no different, and in Real Story Group's numerous advisory engagements with customers, discussions about the cloud are becoming increasingly common.
By - Posted Jun 04, 2014

Columns

As content marketing becomes an increasingly important means of propelling our businesses forward, I find that many marketers are still struggling with operational issues. In almost every meeting I attend, I've come to find that a few antiquated ideas are still ringing true.
By - Posted Jun 03, 2014
After a particularly tough winter, spring cleaning has hit our neighborhood hard, and we recently received a bag of old electronics for the kids. Buried underneath a phone and handheld organizer were three versions of portable CD players. My 7-year-old daughter became fascinated with these devices. A CD player may seem to be old technology to someone who grew up in the '80s. But to a first grader, these arcane devices looked similar to intergalactic transponders.
By - Posted Jun 10, 2014
I admit it: I'm in the demographic that still likes print newspapers and magazines. And I'm in good company. Jeffrey Bezos, who bought The Washington Post and related newspapers, said in an interview with The Post last year that if he had both the print and tablet editions in front of him, he'd pick the print version, "an elegant product that has evolved over decades."
By - Posted Jun 17, 2014
I spent a couple of years working in book publishing during my 20s. I learned a lot while I was there, but one of the things that surprised me most was that the book industry operates solely on the gut feelings of its editors and publishers. That was fine when book publishing was more a gentleman's hobby than a legitimate business, but these days, book publishers are integral parts of the money-making media empires of people such as Rupert Murdoch.
By - Posted May 27, 2014

Faces of EContent

At the advertising agency Arnold Worldwide, John Forrester is a brand journalist and social media community manager for the New Balance (NB) account. "I'm responsible for researching, reporting, and writing long-form editorial content for NewBalance.com and ensuring that each piece makes its way to the client through Arnold's editorial process," Forrester says. On a monthly basis, he assists in the development of content deliverables, from long-form articles on the brand's website to bite-size graphics distributed through social channels. Forrester says, "Beyond editorial production, I also keep an eye on running and sneaker head publications and online communities to see what direction their content is going."
By - Posted Jun 06, 2014

Case Studies

From the experience of publishing her first book with the Penguin Group Australia, Boling had firsthand knowledge of the disruption underway in traditional publishing. "I knew, with this book, that I wanted to start from a spot ahead of the curve from a technical standpoint," Boling says. Historical fiction, she believes, is a perfect genre for allowing readers to enrich their reading experience by referring to maps, character biographies, photos, and drawings. But Boling was adamant about not allowing those enhancements to interrupt the flow of the story. "I thought a lot about how I could use technology developments to provide a great reader experience, something that would provide seamless integration between the story and the technology," she says.
By - Posted Jun 16, 2014