Genius is alive and well in the halls and cubbies of the magazine media industry as offbeat creators prove with imagination, daring, and humour. Welcome to our annual celebration of genius, creativity, whimsy, and daring from the Innovation in Magazine Media 2016-2017 World Report.
Every year, we think the brilliance of the creative editors, advertisers, digital developers, and artists of years past cannot be topped. But every year, we’re surprised and delighted once again.
Download this chapter extract (free) from the 7th edition of FIPP's Innovation Report. The report takes a look at the ground-breaking, out-of-the-box, the downright offbeat and just plain useful thinking from the industry's greatest proven success stories.
This year, publishers, editors and advertisers delighted their readers with:
• A magazine to be read with your feet
• A magazine printed with ink made from HIV+ blood
• An advertisement allowing you to wipe lipstick off a model’s lips
• A cover with an HD video and soundtrack
• A magazine for adults to use to de-stress by colouring
• A page that changes when held up to a light source
• And the largest magazine in the world (3.055m in height and 2.35m)
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How a Canadian publisher turned ‘the traditional ad model on its head’
As part of a fundamental shift in positioning of Fashion as a luxury brand rather than magazine, St. Joseph Media made a firm decision that the experience will transcend to advertisers too. It meant turning away programmatic advertising opportunities – losing revenue in the process – in favour of creating premium opportunities sold at high CPM. And it is only part of a fascinating case study in brand transformation and innovation…
25th Jul 2017
[Video] Native advertising has to be done by the editorial team
Traditionally publishers have preferred a sharp divide between Church and State — meaning the editorial and the commercial side of the business. At least they would be hard-pressed to say anything else. However, Pete Wootton, managing director of digital at Dennis Publishing, thinks that it’s necessary to mix the two when it comes to native advertising.
21st Jul 2017
How Ebner Media targets special interest audiences with effective advertising
Effective advertising within the special interest publishing environment is not nearly as complex as it seems if you can tap into data to help identify the right content, utilise multi-channel touchpoints and remain faithful to the value of print. In fact, says Gerrit Klein, chief executive at Germany’s Ebner Media Group, sometimes good advertising isn’t even advertising at all.
25th Jul 2017
Social and visual experts share their top tips for Snapchat, Instagram, FB and Twitter
With visual storytelling across social platforms exploding, we speak with MarieClaire.com's social media editor, the digital director of Martha Stewart Weddings, and a Spanish visual expert for tips on how best to use visual content for engaging social audiences.
24th Jul 2017
How a new CMS helped Editora Caras achieve transformation goals
Nicholas Serrano, head of digital at Editora Caras in Brazil, explains how a drive towards creating efficiencies and economies of scale helped the company along its digital transformation path.
19th Jul 2017