Good Content Sells

(From the Audience Development Conference) Brian Wolfe of Time Inc. said strong editorial content still sells magazines. Consumers need a break from the frenetic pace and they need information organized and analyzed, he added. Content testing should be done whenever possible as long as it brings ROI. Other highlights from Wolfe:

* Respond to consumer needs like companies such as Netflix, Sirius and iTunes have done. Compare their actions to what traditional media have done for consumers (next to nothing, I say).

* Commit to training your staff, even in these down times.

* Make sure your best people are working on your best products.
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