Posts Tagged ‘Arena’

As Maxim and Arena close down, online reigns supreme

April 2, 2009


The news that the June issue of Maxim will be their last one in print is another blow to the media industry. With Arena recently closing too this is a powerful indicator that there is likely to be more bad news on the horizon this year.  If advertisers continue to cut their budgets the traditional media that has been relied on for so long to seed messages and ideas will not be able to survive.  Now, more than ever, brands need to be turning to the online world to reach their audience – targeting editorial websites, effectively engaging with relevant and influential bloggers or creating campaigns that target consumers through social media. This may mean getting out of the old comfort zone and learning entirely new skills.


The ones that jump in without researching these avenues first or gaining any insight into best practice have been, and will continue to be, the ones that get burned. And this burn doesn’t fade. The power of the online world is such that your mistakes are permanently etched into the web for all to see, leaving you with a lasting scar.  Ironically, the lesson here is that nothing changes – whether it’s traditional or social media, as always, it is the companies that take the time to understand their audience, and the channels they are using to target that audience, that will see the best results.  They’ll be the ones that sail through campaign after campaign not just unscathed, but in good health.



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