NYConvergence ORIGINAL

In a panel moderated by ContentNext's Lauren Rich Fine this morning at the EconAffinity Conference, panel participants Rich Beattie of TravelandLeisure.com, Matthew Goldstein of Peer39, Graham Hill of TreeHugger.com, and Lesley Pinckey of Essence.com, discussed this subject with regards to strategies that can be used by publishers.

Some of the highlights included:

• Hill stressing the importance of analytics and what they can tell you about user behavior with relation to content
• Goldstein's remark that technology has not yet progressed to the point where Web sites like TravelandLeisure.com can better serve reader's needs such automatically ascertaining their interest in traveling to warmer clients during the winter if they live in an urban area like New York City
• The panelists stressing the need for authentic communication with readers and being transparent
• Pinckey's comment about how some brands are building their own content platforms rather than tapping into existing outlets
• Golstein also noted Hearst's strategy of not sharing all published content on the Web and how that may be helping the publisher keep its print subscriptions strong
• The discussion about the importance of natural search, making their Web sites useful for people who may not automatically go there

[Editor's Note: Peer39 is a current client of Trylon SMR, publisher of NYConvergence.]