Campaign India Team
Oct 14, 2011

WMC: "When creative people want to share a story, they don’t care about the medium", feels Chris Jones

Publishing top-brass discuss editorial challenges and opportunities in a 360-degree environment at a session on the last day of 38th FIPP World Magazine Congress

WMC:

 

With the advent of digital platforms, the most common conundrum for organisations have been to decide whether to have a consolidated team of journalists, technicians and designers for both print and online, or to have separate specialised team for both. 
 
Chris Jones, editor-in-chief, National Geographic, USA opined against the idea of creating multiple teams. He said, “When creative people want to share a story with commitment, then it makes no sense to say that we should bring someone else in who might know the medium better; because, if creative people want to share a story they don’t care about the medium.”
 
Contrary to Jones’ thoughts, Mathias Plica, managing director, Chip Xonio Online, Germany stated that Chip has been following the idea of having “one brand, two media; one brand strategies and two separate product strategies.” 
 
Jim Jacovides, vice president - international, Time Magazine spoke on another contentious point — blurring lines between editorial and sales. He said, “It’s never a choice between one or the other, editorial and sales go hand in hand.” Talking about the challenges posed by the new digital evolution he said, “We believe in the strategy, where you pay and we give you content everywhere. Any tablet, any device. We give you the power to choose the medium.”
 
He also shared that by 2012, they will have all our titles on iPad. And that they aren't going to replicate the print version. “We will bring premium digital edit-created content and designed for tablet. It will be based on paid consumer model and stress upon consumer data retention.”
Source:
Campaign India

Related Articles

Just Published

1 day ago

Cannes Lions 2020 cancelled: Indian adland reacts

Some believe learnings will be missed while some call for work to be celebrated with an online event

1 day ago

Cannes Lions not to be held in 2020

Festival scheduled to return in June 2021

1 day ago

Weekend Wrap: 3 April 2020

In the news: ASCI, Media Mantra, Ogilvy, The BlueBeans, Ventes Avenues

1 day ago

Vivo India salutes the heroes who wear capes

Watch the film conceptualised by Dentsu Impact here