http://www.pubexec.com/blog/channel-trumps-technology-interview-mark-white-vice-president-specialty-marketing-us-news-world-report
US News & World Report discontinued their print
magazine in November of 2010, and now embraces mostly digital products that
fit their tagline: "Life's Decisions-Made Here." But they had a dilemma.
Some of their most popular and profitable products, sold in print magazine
newsstands, had no channel in the digital world.
"We call them bookazines," says Mark White, vice president of
specialty marketing at U.S. News &
World Report in an interview he gave me last week. "They have
no subscriptions, [and mostly] newsstand distribution in the print form.
'Newsstand-only' was a buzzkill for advertisers, and we have a lot of
advertising, especially in Best Hospitals."
