IMC 2009: Digitalising content increases its visibility & revenue: Andrew Madden
Day two of the Indian Magazine Congress (IMC) 2009 began with a special presentation by Google’s Andrew Madden, who explored the various possibilities and the ways in which magazines could leverage the Google platform.
In the age of digitalisation, the buzz is that magazines, too, should model themselves in a way to leverage digital opportunities. Google is a significant player in the online space, particularly in search. The question that needs to be addressed is the possibilities of leveraging the Google platform.
Andrew Madden, Head - Strategic Partnerships, Google, explored these possibilities in his presentation on ‘Magazines and Google – Can they live together?’ at the Indian Magazine Congress (IMC) 2009. The two-day IMC 2009 was held in Delhi on November 5-6. Worldwide Media was the presenting sponsor, while Chitralekha and Cannon were the associate sponsors. exchange4media Group (exchange4media.com, impact and Pitch) was the media partner.
Madden commenced the session by discussing the excursion of magazines with Google. He explained that now there was a drastic paradigm shift – earlier, consumers used to come to consume the content, but now content got delivered to consumers. Another shift that he mentioned was the evolving platforms, where content now got published on social sites and smart phones. “Presence on the digital media gives a lot of exposure to print publications,” he pointed out.
Elucidating further, Madden said, “To make the content searchable, it has to be digitalised. Google has partnered with the publishers to enable them to track the traffic, offline, and subscription, even by making their content searchable. This benefits the publishers hugely because it is free of cost.”
“Digitalising content increases its visibility and accessibility, which in turn, raises their revenue too,” Madden stressed and shared a new way of browsing, called ‘Fast Flip Experiment’, especially for magazine search.
