Inside the iPad strategy of Golf Digest

For an article on PBS’ MediaShift, I interviewed editorial directors at Conde Nast’s Golf Digest to get an inside look into how the magazine developed its iPad app.

Bob Carney, the magazine’s brand editor, is someone who grappled with this question in the months leading up to the subscription’s launch.

“For Golf Digest, I think at the very beginning we thought we’d add every kind of bell and whistle …

The origin story of the New York Times’ blogs

Inevitably, questions and even tensions arose when the ingrained Times culture rubbed against emerging digital sensibilities. For years, getting a story published on page A1 of The New York Times — the holy grail for most reporters — was a protracted ritual that involved two meetings with a large cast involving increasingly senior editors. The process by which the stories were pitched and debated took hours over numerous meetings across …

How my team at JESS3 drove 200,000 views to one of its videos

Over at JESS3, the creative design agency I work for, I describe how I secured over 100 embeds and thousands of tweets and Facebook shares for a single video:

On January 17 we released both a YouTube version and Vimeo version of the video, and JESS3’s PR team immediately went to work promoting the video to journalists, bloggers and social media users. Using our micro-targeting techniques, we first focused on …