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BREAKING NEWS & VIEWS
DMA Gets Twitterific Response to New Digi-Mag  knew it would go viral in just a day? “We’ve gotten a tremendous amount of traffic, especially from Twitter,” says DMA publishing director Sue Geramian. “People are cutting and pasting quotes from the articles on Twitter and we have tens of thousands of posts followers as of yesterday.”Designed as a think tank around specific issue themes for direct marketers, the book’s inaugural subject is “Thriving Through Customer Service.” BusinessWeek executive editor John Byrne is in the mix (“Editors as Direct Marketers”), discussing how his magazine optimizes reader participation throughout the journalism process. Controversial political consultant Mark Penn advises on making the most of the bad economy. And advertising legend Lester Wunderman chats up the topic of customer service. And it seems that the authors are taking some of Byrne’s advice to heart and tweeting up the new mag. Geramian says that both Penn and Wunderman have been making high-profile posts that help drive interest. “We are keeping it very high level and divergent,” says Geramian. “It is about a topic that means something to everyone, and we get a variety of viewpoints to open up different topics.” The DMA, working with digital magazine maker Zinio, designed the issue as a showpiece for some of the technology’s tricks. This design splits the difference between Web and print formats. The pages turn to new articles, but the prose in the features scrolls in a single page/window. Author bios overtake the screen when the user taps a button. A horizontal scroll bar shows oversized thumbnails of any page in the book. While not as visually striking as that other Zinio showcase, the digital-only women’s service magazine Viv, Point does demonstrate the flexibility of the digital magazine format for highly targeted custom publishing projects in b2b. As a number of publishers have told us in recent years, the digital magazine platform is being put to good use as a low-cost way to reach niche audiences with the qualities of print but without the overhead. And apparently the effort also demonstrates the way publishers can leverage digital magazines and their authors with social media to generate fast buzz. Geramian says the DMA is also using its 20,000 3D e-newsletter subscribers to generate traffic as well as placements in the DMA Facebook and LinkedIn pages. The next issue is scheduled for fall with a tentative topic of social media. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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