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Video: Commerce is media's next digital frontier

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This week's coverage of SXSW 2012 in Austin, Texas, is provided by Next Issue Media.

SXSW Interactive included a wealth of heavily attended panels on topics ranging from multimedia journalism to aggregation. For those seeking more of a one-on-one experience, mentor sessions like "Digital Age Editing: A Magazine Editor's View" hosted by the editors of two of Conde Nast's magazines, were a must.

After the session, Next Issue Media caught up with Brandon Holley, editor in chief of Lucky Magazine. Lucky, a magazine that attempts - quite successfully - to be a one-stop shop for women, is now looking to enhance that position by integrating e-commerce into its digital offerings.

"We're not 'e-commerce' getting into 'content'," said Holley, "we're 'content' thinking about getting into commerce."

In the video below, Holley talks about how Lucky Magazine plans to embed shopping into the digital experience.

Next Issue Media is a joint venture formed by five leading U.S.-based publishers - Condé Nast, Hearst, Meredith, News Corp., and Time Inc. The company was formed to develop, market and deliver interactive digital editions of the world's most popular magazines and newspapers optimized for digital devices.

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Anonymous on December 31, 1969
I think inevitably smart entrepreneurs who have a captive audience to whom they provide information, will start optimising their revenue and instead of getting paid by advertisers based on thousands of impressions, they will start partnering with suppliers and creating offers that their audience will be receptive of. There are numerous health websites I can think of that are already doing this. It makes sense, but it requires a trusting and warm relationship with your audience rather than an impersonal and distant one.
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