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iPad to Save Magazine Publishing?

May 11, 2010 /

A few weeks ago, I had the opportunity to see Chris Anderson, editor in chief of Wired magazine, present an idea at Ad:Tech San Francisco.  He’s also the author of The Long Tail and Free.

Anderson seems to have a strong vision and strong voice for what’s going on and what’s happening next.

Chris Anderson Wired Magazine AdTech Ad Tech iPad publishing

Chris Anderson sees a future for magazine publishing; it's all about the tablet.

His idea involves Wired, Adobe, Apple’s iPad and a healthy future for magazine publishers like Conde Nast (Wired, Vogue, GQ, and loads more).

He’s presented this idea for a few months now, so I won’t belabor it.  Instead, I’ll share my version of it in bullet-point form.

  • The tablet is the “third great platform” (PC > phone > tablet)
  • The tablet is permitted by the movement of of storage and computing/processing off the local machine and into “the cloud”
  • The web lowers barrier to entry and eliminates scarcity so competition is wide open
  • If the tablet goes rich and dynamic, traditional media may once again be able to deliver their skills in a commanding way
  • Wired/Conde Nast is working with Adobe to establish new publishing process
  • They’re seeking the efficiencies of digital, but with the pricing of analog – need a new economic model to survive, tablet era provides opportunity to create new model
  • Magazines provide the height of production value – layout, design, photos, etc
  • HTML and browsers limit the reproduction of this rich experience online – the magazine is lost in translation
  • At present, Wired magazine and wired.com are produced and sold by two separate groups
  • In a new future, digital can be designed and sold in parallel with print, simultaneously
  • Same thoughts, same people, same process
  • Print, portrait and landscape displays all laid out at once
  • It can be made to be worth paying for, not “less than print” like HTML/browser reproduction, but actually more
  • For the first time ever, Anderson sees a 21st century magazine business

I don’t have the knowledge, foresight or even interest to judge whether or not the tablet will, in fact, become the third great platform.

I support the production values argument, but the web has proven “good enough” for most people.

I also feel strongly that new economic models for publishers based in yesterday’s media must be developed.  So many people take such great pride in not watching TV, not reading magazines and not subscribing to newspapers.  Example: “I just get my news from Google.”  Meanwhile, a disproportionately high portion of their media consumption online is provided free by television-, magazine- and newspaper-based publishers.  This can’t go on forever.

So: good luck to Anderson, Adobe and Conde Nast – I wish healthy futures for all content producers, especially ones pushing forward production and display.

HP Slate (their tablet) versus Apple iPad: engadget

Verizon and Google team to make tablet: gizmodo

Another take on his keynote speech: Mobile Marketer

Chris Anderson’s blog: The Long Tail

Chris Anderson on Twitter: chr1sa

Video Demo of Wired Magazine on iPad

iPad Billboard high over Union Square, San Francisco:

Apple iPad Billboard over Union Square, San Francisco, California

iPad Billboard over Union Square, San Francisco

Experience is Not Expertise

April 26, 2010 /

I came across Albert Maruggi‘s “Marketing Edge” podcast a couple years back in the iTunes store.  Albert’s a smart and likable guy.  He used to be in television and now does social media and public relations consulting with Provident Partners in Minneapolis.

I probably would not be on Twitter if not for his advocacy.  Admittedly, I don’t use it to its full potential.  Regardless, I’ve learned a lot from his insights, observations and guests … which brings me to the topic.

Albert Maruggi of Provident Partners and the Marketing Edge

Last May, I listened to his interview with Dr Paul Schempp, a professor at the University of Georgia and president of Performance Matters.  The focus of Schempp’s life and work is understanding what it takes to be an expert performer.  Consistent with this theme, he consults many world-class athletes on expert performance routines.

Dr Paul Schempp of Performance Matters - Author, Scholar, Speaker, Coach

Schempp’s ideas have been condensed and clarified into 5 Steps to Expert, his fourth book.  Though I’ve not yet read the book (I’ve got so much reading to do), I’ve listened to Albert Maruggi’s interview with Schempp a few times.  I heard it again last night.

A stand-out takeaway: experience is not expertise.  This point is raised in Part 1 (link below) and illustrated by an example involving a student teacher who became teacher of the year in California a few years later.  It seems obvious, but the distinction seems lost on many people.  In my view, the concepts are related, but not in a causal way.

Just because someone’s been doing something a long time does not mean that he or she is getting any better at it.  Many people achieve level of competence that feels sufficient … they settle … they stagnate.  They’re competent performers, but they’re not on the road to expert status.

A smaller takeaway: the gentlemen briefly discussed point guard Terrell Brandon, a two-time NBA All-Star.  I don’t know why, exactly, but I really liked that guy.


Give the podcast a listen.  It’s a good conversation on a powerful topic.

Here’s Part 1 of the Paul Schempp interview on the Marketing Edge

Here’s Part 2 of the Paul Schempp interview on the Marketing Edge

Here are reader reviews of 5 Steps to Expert at Amazon.com

5 Steps to Expert by Dr Paul Schempp


Happy 5th Birthday, Here’s Your URL!

September 11, 2009 /

Chalk Flood

This 4-year-old’s name is Ethan Beute.  He lives in Grand Rapids, Michigan.  This photo of him was published to the Grand Rapids Press website earlier this year.

Coincidentally, my name is Ethan Beute and I lived in Grand Rapids, Michigan for at least 20 years of my life.  I would add that he looks a little bit like I did as a child.

The day a friend of mine posted this as a link on my Facebook page, I knew I had to buy ethanbeute.com.  What parent of an Ethan Beute wouldn’t want to give his or her child ownership rights to  “ethanbeute.com” as a fifth birthday gift!?  A stretch, I know, but I didn’t want to risk it.

With regard to my surname, my wife and I were the only “Beute” in the Chicago phone book for the 4 years we lived there.  When I witnessed a child with my name living in my hometown, however, I knew that I had to claim my online real estate immediately.

I’m Ethan Beute on Facebook and LinkedIn.  I’m ethanbeute on Twitter and Flickr.  As a natural extension of my personal brand, ethanbeute.com is the only way to go.

Claiming a url is a simple process; my technical knowledge and skills are limited, yet I had no problem doing it.  I used GoDaddy.com and paid $10/year for the rights.  I set it up to redirect to this blog site.

I have no idea where all this is going – and by “all this” I mean life online in a very general sense.  I do know that I need to be easily found online.  This online presence is necessary if I’m to have any future in promotion, marketing, and branding.

Recommendation: consider your personal brand.  As a primer, here’s a years-old article from Fast Company (1997!) from the exceptional business mind of Tom Peters (yes, that’s a link to tompeters.com).

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