Paul Rossi is the publisher for The Economist. Here's what he has to
say:
"The Church and State is absolute in the Ecinomist. I have no idea
what is going to be in the next issue... Where we are today is that we
have this very strong principle and we apply that to the web... It's
not about a widget or gadget, it's about a reader."
"Today, most magazines sell at a loss. They moan about putting free
content on the web but they are quick to sell a magazine and lose
money... The difference on the web with the model of the magazine
business is that it has free content and we have to try to get
advertisers. And CPM's online are a quarter to a third of what they
are offline."
"The answer to get CPM's up online is reader engagement. That defines
an audience that is engaged with your site which will lead to a
sustainable commercial future."
"We're fairly late to almost anything that is online. And that is a
choice we make because we want to take a look at what is happening.
One of the things we have been studying is online video. We have found
that our audience does not like video. They like audio, but not video.
If course, advertisers scream 'we want video!' but we are not going to
do it because it's not what the readers want."
Sent from my iPhone
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