Grab a life ring, boys. Your brand’s digital content is absolutely drowning in the “sea of sameness,” a brilliant description from Andrew Davis in the Publisher’s Paradox blog.
And here’s the rub, according to Davis: “What we end up with, in the online world… is a digital presence in which our content, and the heritage brand it represents, is indiscernible from a two-day old digital start-up running out of a basement office.”
What’s the solution to building real differentiation and brand value in a digital world?
“The only thing that differentiates your content brand in a digital world is a print magazine,” Davis declares.
Yes, a print magazine is the magic bullet that sets your digital publishing company apart from the same old.
As MPA’s CEO Mary Brenner has said, “”No matter what research or study you look at, it’s consistent that magazine content is trusted unbiased media, influential, and builds authoritative relationships between brand and reader.”
Davis gives personal testimony to this concept saying, “Ironically, many of the digital-only content brands I’ve built a relationship with have evolved to be more like the magazines I enjoyed over the last decade, while the magazines I used to consume have devolved into pathetic destinations full of top five lists and pathetic attempts at creating ‘viral’ content. It’s sad really.”
Digital companies need print to leverage that trust, influence and authority in ways that their online content just can’t. Are you using print to do this?