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Advertising, Digital Publishing

From Publishing to Advertising

I haven’t posted anything in a while and certainly a lot has happened since my last post in September. For starters, I’ve exited the publishing industry and have launched myself in the world of advertising as the Digital Content Manager for the 4A’s (American Association of Advertising Agencies). I initially thought I would be leaving publishing behind although I’ve been pleasantly surprised to see a lot of crossover: The digital revolution effects every industry and publishing shouldn’t consider itself to be special (sorry, All) / advertising agencies have become increasingly more experimental in trying new products, some of which have dipped in digital publishing experiments (e.g. Wieden + Kennedy’s Tomorrow). While I’m tempted to change the name of this blog, publishing content on the Web regardless of industry is still, after all, digital publishing, so I’ll just leave it at that.

I’ve had such sparkling conversation with my new peers and colleagues around the future of digital, along with social media trends, platforms, Web best practices guidelines, data decision-making and so forth. One thing remains the same at the heart of it all: the content and the stickiness factor behind it. Whether it’s a clever marketing campaign idea or ad copy, an environment where testing and experimenting is a priority is important for any sort of business culture to thrive and eventually innovate. While the use of data to measure how successful something is might intimidate some and could even be an entirely new concept, having the creativity and motivation to come up with those initial ideas proves to be so important, no matter what industry. I applaud those that do so and take chances. And that’s why I’m also pretty stoked to be going to a conference next week called Transformation: The Idea Effect, which is centered around the future of those ideas.

And with that, here’s to a new run of blog posts in 2013 on the future of digital content.


About Julianne Shapiro

Opinions are my own personal ones. My passion for publishing amazing content started when I created a website about one of the most popular British bands of our time, which was featured in Q magazine. On screen, I'm a driven digital publishing professional with more than 8 years combined experience working in marketing, sales, editorial and digital development in the hospitality and publishing industries. I've done everything from interviewing rock stars to marketing networking events for Silicon Valley executives.


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