Stress on publishers to adopt a hybrid editorial mindset and breed hybrid thinkers without losing the relevance
Neha Saraiya | Delhi | October 12, 2011
Another session at the World Magazine Congress stressed on the fact that how the magazines can benefit from the social media phenomena that had speakers like Luke Nathan from Iris Worldwide, USA; Sergio Zalis, editor-in-chief, Contigo Group, Grupo Abril, Brazil; and Svida Alisjahbana, president, director and CEO, Femina Group, Indonesia.
The maiden presentation delivered by Luke Nathan bought an interesting concept of âUrgent Geniusâ to the notice of the audiences whereinÂ Â âUrgentâ connotes âDo it swiftlyâ and âGeniusâ stands for âCreating powerful social ideasâ.
Nathan said that âTopical advertisingâ works for brands as individuals agencies, brands and entrepreneurs are embracing the power of urgency. âEarlier content was king, now content within context rules the world,â he said.
He suggested the publishers to adopt a hybrid editorial mindset and breed hybrid thinkers without losing the relevance.
Sergio Zalis, editor-in-chief, Contigo Group, Grupo Abril, Brazil then rushed through the companyâs innovative steps on social media that lead to more than 100,000 fans within just 48 hours of the page up. âYou need to strengthen your content, offer quality branding and create synergy between platformsâ, advised Zalis.
After Zalisâs speech, Svida Alisjahbana, president, director and CEO, Femina Group, Indonesia, explained how today a Chief Editor of a publishing group has transformed into a role of chief community officer.
âContent is king, but conversation is kingdomâ said Alisjahbana, with highlighting the pyramids of Câs including Content, Channels and community.