Well obviously Evan's social media strategy for ICS magazine was a bust. Not much going on over there and our industry's two print trade magazines are destined to be a memory soon, much like the yellowpages. Unfortunately the magazine business will be online or a memory. Trying to print and mail a traditional magazine is only possible with lots of advertisers and companies are wising up and realizing that print advertising is way, way overrated. It's slowly disappearing altogether. The articles here on this site could be considered a "magazine" and *** has launched a magazine. The competition in the new online magazine format will be fearce and most will be free, relying on ad revenue. Anyone can start an online magazine and many will.
Evan wasn't the only one to come up with zip after chasing the social media rainbow. A recent article in the Wallstreet journal quoted a survey of marketing managers from a host of different size companies and 87% reported ZERO revenue from social media. Those that could attribute revenue to social media labeled it as insignificant. Dispite the huge industry of self appointed social media consultants that has poped up the last few years, social media has NOT returned the numbers that were promised in the sales pitches. It sold lots of marketing kits, seminars and how to books but not much else. Like the " certified LIFE coaches" ( hard to type that without busting out laughing) and yogurt shops (that's not ice cream! ) Social media was a FAD, a trend that is all but over with respect to marketing.
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