IDG technology magazine (Brazil)

08/01/2007

08/01/07

The biggest challenge for magazine groups is the business model. It's not about having a great online magazine; that was the goal back in the mid nineties, but the game's changed. Business magazines live in a place where buyers and sellers come together, they aggregate a niche audience by providing great editorial and make them reachable to advertisers. They're a product of live before the digital networked society, and in the long term the magazine model simply doesn't stack up online. Business publishers need to reinvent their model online and re-earn their place in the value chain. It's a tall order, and let's be frank: many will not make the transition. Danny Meadows-Klue is the CEO of the Digital Training Academy, a business strategy group that trains media companies for the new digital environments.

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