Broadband Jungle Blog

Magazine publishers finally going digital?

Inventive business development or are magazines finally realizing that it's them who could own the crumbling TV media pie? With plenty of experience in quality content and localized advertising departments in place for decades, no one is better positioned to resurface as the media networks of tomorrow. Everyone dealing with traditional print publishing companies (and some of their employees) knows that the industry has approached the online digital age wearing iron shackles and cement breaks.

Erik Sass writes in Media Daily News: Mag Bag: MPA Counts 62 Digital Initiatives In 2Q

The Magazine Publishers of America has tallied up a record 62 new digital initiatives from magazine publishers in the second quarter of 2007--a 139% increase over the second quarter of 2006. Coming amid a raft of announcements for specific new projects, the overall count underscores the migration of magazine brands to more digital distribution.

Here are the official stats from the MPA. 

Helio on the block?

After Amp'd's colorful demise, how strong of a foothold has niche cell phone provider Helio managed to carve out, especially at the sight of the iphone's arrival?

Mobile Media News in MediaBistro reports: Could Helio Be Shut Down Next?
We've watched with interest, though not exactly surprise, the downfall of specialty cellphone carriers Mobile ESPN and Amp'd Mobile. Helio doesn't seem to be in any stronger a position than Amp'd was; in fact, it's bleeding cash like there's no tomorrow.

MocoNews is reporting that Helio's parent company, Earthlink, is continuing to infuse cash but is seriously weighted down by Helio's losses. The small carrier, with just over 100,000 subscribers, is slated to lose between $160 million and $180 million for the calendar year 2007.

HBO dismantles 'This Just In'

What’s the matter with television networks in the broadband space?
Even the storytelling masters at HBO can’t seem to get a popular portal off the ground?

Steven Zeitchik in Variety.com about the site's departure: HBO comedy site shut down.

This Just In, the comedy site HBO envisioned as both a brand extension and a potential development pipeline, is being shut down just six months after launching.
HBO announced the site in late 2006 to much fanfare, saying it would allow advertisers to work with the company and also serve as a breeding ground for new talent. Former Icebox CEO Steve Sanford was brought in to run the site, which offered a mix of celebrity riffs and goofy videos from assorted standup comics.

Here’s how the cabler plans to play it safe instead: Back to the proven distribution models.

HBO has been developing a broadband site together with cable operators that will allow users to access on-demand programming via the Web.

Discovery Networks warms up to rebrand

Early word about Discovery Networks’ re-branding and relaunch effort expected for October. SoCal based 72 and Sunny just won the account.

 

Gregory Solman in AdWeek: Discovery Picks 72andSunny

The Discovery brand "is still caught up in the intellectual space," Dan Bragg, (client vp and creative director at Discovery,) said. "The brand itself is not as heartfelt as our programming. So the marketing will try to move the brand to being more culturally relevant and more emotionally engaging."

Glenn Cole, partner and creative director at the El Segundo, Calif.-based agency, said the rebranding push would "speak from a place of enthusiasm as opposed to the point of scholarship."

Added Greg Perlot, agency partner and strategic director: "We have a feeling that the culture is in a really curious place right now. It's interested in adventure, experience, the planet itself and stewardship of it, so we'll position Discovery at the center for those who are curious."

Yahoo's Steve Mitgang new Veoh CEO

Has Dmitry Shapiro's pioneering VeohTV broadband network finally found who it needs to  turn into a portal that really matters? Niche talk is on.

Abbey Klaassen writes in AdAge: Yahoo Veteran Looks for Veoh's 'Great Business'

Steve Mitgang arrived at Yahoo via its Overture acquisition in July 2003. aBut now as Veoh CEO, he believes there's a big business in online video advertising. That is, if marketers can figure out how to target the intentions of viewers.

Ad Age: Why has it been so hard to create a viable business around online video? It seems to be wildly popular among consumers.

Mr. Mitgang: According to the reports, YouTube only sold $30 million in ads last year because they didn't build a system to support ... that healthy tension between editorial and advertising. They just didn't build it.

The flip side of understanding those user behaviors and recommendations is for targeting purchases. We can say, look at the car enthusiasts ... [these ones] are primarily interested in German cars or muscle cars. Being able to tell that to the brand manager of Mustang or Mini, we'll be able to help them better than anyone else. Whether watching user-generated or premium content we'll help target against the right users.