Coverage: MPA's Magazines 24/7: Leveraging Consumer Magazine Brands in the Digital Age

ARTICLE SNIPPET - First MPA Event Dedicated Exclusively to Leveraging Consumer Magazine Brands in the Digital Age Premiers to a Sold-Out Crowd, Promises that Digital Platforms are a Logical Extension of their Brands

Two hundred magazine professionals attended "Magazines 24/7: Leveraging Consumer Magazine Brands in the Digital Age," a sold-out conference hosted by the Magazine Publishers of America at the American Conference Center in New York City on December 8, 2005. The event was geared toward identifying ways that magazines can embrace the power of emerging digital technologies. Due to overwhelming demand, the event was also offered as a live webcast.

Nina Link, president and CEO of the MPA, opened the conference by saying that the event had been sold out for almost a month, which is very indicative of the intense interest in this subject. She mentioned that all attendees, including those watching the webcast, were a part of history.

• Keynote speaker John Battelle, founder and chairman of Federated Media Publishing and author of The Search spoke about the dominance of a search-driven world and how magazines, with their authoritative content, have a huge advantage.
• Katherine Sayre, VP, Boston Consulting Group stressed the importance of leveraging magazines' combined strengths: content, community interests and their strong relationships with advertisers.
• Nihal Mehta, CEO of Ipsh! (Instant Power Single Handed) called America the sleeping giant compared to Europe and Asia in terms of wireless advancement.
• Chief Sales Officer Wenda Millard of Yahoo! said, "Engagement is everything… reach is not enough. Web and magazines seem to create more engagement and impact when used together."
• The messages delivered here were loud and clear: magazines, backed by their powerful brands, are in a perfect position to harness the power of emerging digital technologies.

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