Time Out New York’s Content Marketing Innovation

|Juan Martinez

It’s always a privilege to use this space to highlight exciting content marketing initiatives. Today’s tip of the cap goes to Time Out New York. The arts and entertainment magazine today unveiled a digital expansion that includes a new e-commerce business, magazine website, and iPad and iPhone applications. The ability to marry Time Out’s recommendations and reviews content with the ability for subscribers to make transactions, receive daily discounts and “unrivaled access to the city’s best events and products,” according to the company, represents an awesome content marketing opportunity.

The magazine’s new iPad app sounds particularly interesting. The app uses a personalization algorithm to provide users with New York City-based event and restaurant recommendations based on their previous interactions with the app’s content.

Sound familiar? Wink.

Time Out’s digital innovation couldn’t come at a more important time for publishers.

As reported yesterday, total magazine ad pages have declined 33.4% from 253,494 in 2006 to 168,742 in 2011, according
to a Publishers Information Bureau (PIB) study. The total number of magazines tracked by PIB fell from 252 to 221 in that time, and of the magazines that survived, ad pages declined 27.4% in 2011 compared with 2006.

The ability to generate revenue from digital content has been, and continues to be, priority number one for most publications. It’s exciting to witness content marketing’s role in that mission.

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Juan Martinez

Juan is the Content Strategy Manager at Outbrain. He is responsible for determining the overall tone and editorial direction of... Read more

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