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Futurewave pioneers multi-channel mag
Today sees the launch of a new multi-channel publishing venture as IT-Online’s sister publication Futurewave BusinessIT embraces a variety of media.
Futurewave BusinessIT is currently a traditionally-printed magazine, going out to readers in the same format that it has for the past 20 years. The magazine has also been delivered to readers as an e-book for the last two years, and last year also started posting content to a Web site and social media channels.
From today, these media will all come together in a single product.
“With new technology, and the trend towards consuming information in multiple formats, the touch points for reaching readers have increased and changed – and we need to ensure that we are offering them pertinent and valuable information however they wish to receive it,” says Kathy Gibson, publisher of Futurewave Media.
“However, we need to be sensitive to the fact that different media require different forms of information in ways that make sense to that medium.
“For instance an indepth feature offers the reader value when he reads it in the magazine or e-book, with pictures and illustrations helping to impart information; in an online or newsletter format, information should be more pithy and easier to consume, with fewer pictures; on social media, the message must be even more concise and tailored to the device it is consumed on.
“At the same time, it’s important to give readers access to all of these media, so they can consume the most relevant at a particular time or place, but always have access to the full content suite.”
Futurewave BusinessIT is now much more than a magazine:
Futurewave BusinessIT editor Axel Buhrmann comments: “Importantly, all of these separate elements are not individual products – they are all part of a single, cohesive and multi-channel publication.
“Futurewave BusinessIT is not diversifying – its expanding its reach to be more relevant to its readers; and to give our advertisers the opportunity to reach our blue-chip reader base through a comprehensive multi-channel format