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DEAN MARKADAKIS: Whenever we do, for example, a cover
shoot, we always have a videographer there--
maybe interviewing the subject between takes or just getting
some footage of the scene.
We always put that up on our website.
It just kind of brings the reader in.
It's a little more intimate.
It makes us a little more connected to our audience.
For example, we do a large package.
We do our Most Creative People package, or
Masters of Design package.
How are we going to put that package online?
How is it going to be presented?
I work with the online folks very early in the process.
For example, when we did our Most Creative People package a
few months ago, we had 100 write-ups and some pictures
and whatever in the magazine.
The way we translated that online--
because there's some overlap in the audience, but it's sort
of a unique audience, also--
we actually turned that package
into this social network.
So each of the creative people actually had their own page
where they had blog postings, or if they work for a certain
company, there was a stock ticker, and there
were YouTube videos.
So it was a way for all of them to network, as well,
instead of us just reaching an audience.
And that was conceived from the very beginning.