Reaching Online Readers Of Offline Pubs

The Magazine Publishers of America compiled a list of current initiatives that are linking advertisers to an audience that’s increasingly moving online. Here’s a summary:

Condé Nast: Online film festival, user-generated content on websites, interactive dating blogs, online video series, online radio station, bridal sites with virtual fitting rooms, PDA-enabled editions with mobile sites, and text shopping/buying from cell phones.

Guns & Ammo: Video library, online community.

Hachette Filipacchi: Launched magazine brands on free mobile sites, exclusive online content, daily blogs, virtual test drives of cars.

Hearst: Formed a digital applications and technology lab for its magazine brands, online contests, public awareness campaigns on MySpace, video content, podcasting, mobile content.

Martha Stewart Living: Branded online photo products, improved search functions, increased original content, and created a social community web network.

Meredith: Formed video creation unit for magazine brands.
National Geographic Magazine: Posting short time-lapse film of four-hour heart replacement procedure that was a cover story package.

Newsweek: Online business degree program, launched a political blog, mobile editions.

The New Yorker: Collected 80 years of the magazine on a branded limited edition hard drive.

Time Inc: Online guru guides, acquired social networks, downloadable sports tickers, sports tracking applications, special swimsuit issue website, mobile content series, several new blogs, upgraded social networking functions on its websites.

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