Newspapers and magazines are struggling to keep customers spending money on their paper products while both readers and advertisers are quickly turning to online news, commentary and fiction. So it’s interesting to watch publishers adapt to this new world, testing technologies to draw in readers and trying to keep their ad revenue flowing.
Three magazines and their online advertising caught our attention over the past couple of days. One site (Forbes) we may never visit again because their advertising is so obnoxious. Another site (Esquire) has an ambitious online/offline integration that works well and is fun to play with. The third (InStyle) also tried to integrate online features, but it was a total bust – we couldn’t make it work at all, which probably doesn’t make Taylor Swift very happy since she’s the 3-D cover girl.
Bad – Forbes
Forbes has solid editorial content and a rich history, but the desperation apparent in their online advertising is ridiculous. They seem determined to cover every inch of the online page with ads. For some time now their site has been loaded down with multiple animated ads on each page. This is really distracting when trying to read the story. To make things worse, some of those ads have sound that begins playing automatically. This can be shocking if you left the volume turned up while rocking out the night before, or it interrupts your current soundtrack or the quiet of your office.
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