Survival tips for editors in today's B2B world

“As magazine editors before we used to worry only about print, but now platforms such as websites, blogs, e-newsletters, forums, podcasts, e-books and webcasts have entered our world and became part of our worries.

Shifting

“And advertising money is shifting from print to web,” he added.

As the media race between online and newsprint rages on, observers and experts alike are divided into two camps, with some predicting the outright victory of online media at the expense of print, which they believe is not adapting fast enough, especially in Africa.

But Heney, who is also senior editor of Hydraulics and Pneumatics, based in Cleveland, US, believes that magazine editors need to move quickly into the digital world in order to find a balance between print and web resources.

“The editor has to start thinking himself/herself not as a print person but as a content specialist who is comfortable operating in other types of media,” he told delegates attending the B2B stream session.

Only part of the brand

“You are the editor of a brand, of which a magazine may only be one part,” he emphasised.

“User generated content will become one of the most powerful forces in our industry.

“Meanwhile localisation and personalisation of content will be the key to future success of national media brands. This is true for other B2B titles,” Heney said, quoting from Will Lewis, UK's Daily Telegraph editor, who often says that the editor has to be a brand ambassador, a brand strategist and a brand manager.

“So if your readers prefer an electronic way of receiving content, why not give it to them?” Heney quoted Lewis as asking.

According to a 2006 survey, 57% of American teenagers create content for the Internet, including texts, pictures, audio and video.

Platform

Omar Essack of Kagiso Media, seen by many as a pro-online media defender, said early this year: “The Internet has given everyone a platform for their opinions. Whoever you are and whatever you do, there is an audience for you.”

In conclusion, Heney had this advice for magazine editors: “Think beyond the website-and-banner ad mentality.

“Use social media such as Facebook, LinkedIn and forums to create web groups for your readers, ask them their opinions and tell them to invite other groups, and all of them will be part of your community.

“Do you ever get feedback from your online articles? If so, do you ever go in and look at that data?”