Print may still be the breadwinner for most publishers, but multiplatform integration is now what’s behind any meaningful growth in ad revenue. Bringing a brand’s content and messaging across the entire media spectrum is where the fight for marketing dollars will be won. At Hearst Magazines, that concept has helped propel revenue in the first quarter above same-period 2011 levels.
“The whole idea of integration is driving business,” says Michael Clinton, president of marketing and publishing director of Hearst Magazines. “Ten years ago, Cosmo’s audience was about 17 million and change—that was it. Ten years later, the magazine audience is around 18 million but there is another 10 million that live in the Cosmo universe. These are women who go to Cosmo.com, that follow Cosmo on social media or they follow Cosmo on Sirius Radio. The expansion of the audience, because of the other platforms, allows us to work with advertisers in an integrated way through print, digital, tablets and social media—it lifts all boats.”
While the company’s revenue continues to be derived predominantly from print,?and, Clinton adds, “Will be that way for as far as the eye can see,” the company has been acquiring revenue sources from its other platforms by introducing cross platform, integrated programs to advertisers.