But that’s a whole ‘nother blog.

What I want to write about today is the idea of ‘future-proofing’. After the demo, one of our account directors asked me a question. “Correct me if I’m wrong,” she said, “but surely if we want to future proof a site for our clients we should always simply default recommending a responsive site?”

Well, no. Aside from the fact that, despite being a great technology, responsive is not the cure-all panacea for the multi-screen world that a lot of people seem to think it is (depending on what you’re trying to achieve, native apps, m sites and, yes, combinations of various design techniques, could do a better job), there is the stark fact that it is simply impossible to ‘future proof’ a website.

At the Google I/O a couple of weeks ago, one of the most popular sessions was ‘developing for Glass‘ – where geeks could find out how to start developing for the wearable, heads-up web interface. This is a whole new kind of internet experience. Forget multi-screen – this is about delivering a layer of information that sits between you and reality. And of course, this information will be ‘the internet’ and for you to control the information that people using this technology see about your brand, you will need to be in this space. And responsive design seems positively archaic in that light.

Google Glass is of course just one more consideration in what it often called the distributed/decentralised web and the fully portable web – the idea that your content sits not only on your website, but nowadays needs to also be distributed across lots of other properties, because users like to consume information in an environment of their choosing, not yours – e.g. Flipboard, LinkedIn Today, RSS readers, Facebook et al and on a device of their choosing – smart TV screens (alongside TV shows) and a multitude of screen sizes and aspect ratios from tablets to very, very small screens equipped with Opera mini.

In this world, the focus is not on trying to shoehorn your website into every possible screen size out there, but rather to start by thinking about your content and then the environments in which it will be consumed, and the context it will be consumed in – and then create the right web properties to talk to that need.

Responsive might be a short-term short cut (and it may well be the right choice for your company right now!) but it certainly doesn’t future proof anything.

The Deputy Editor will work across OUTthere – the in-flight magazines for Rex, Airnorth and Skytrans; and Inside Mining – an industry magazine supplement about and for the resources sector. They will also assist on Rocks – the travel and adventure magazine for mining professionals on Alliance Airlines.

The ideal applicant will be able to demonstrate experience and success in:

• Working on magazines from concept to print and proofing stage
• News reporting
• Travel writing
• Researching and interviewing subjects in current affairs
• Lifestyle and entertainment writing
• Working with a sales team
• Managing staff in the absence of the Editor in Chief
• Writing and managing advertorials
• Editing articles from contributors
• Working closely with a designer
• Representing the company and brands at events

The ideal applicant will have:

• Go-getter attributes – someone who is enthusiastic and ready for new challenges in both print and digital media
• The strength to run a team in the absence of the Editor In Chief
• Great communications skills
• Experience in client relationships
• Experience with Indesign

Write to us to tell us why this team and company is one you want to be a part of, and why you are the one for this role, by clicking on the Apply Now link below, or email with your resume to sydneyapplications@edgecustom.com.au

The former custom publisher turns content marketing specialist

The rebranded publisher now known as Edge (formerly edge Custom Media) celebrated 10 years of operation last month. [...] The transition of the business, Stoddart explained, was a move toward content marketing and away from its original foray as a custom publisher. “There’s a huge transition in media going on at the moment. When we started our business 10 years ago, we started off as a custom publisher and the premise was you can create a media product – a custom magazine – and you can get a customer to spend half an hour with your brand. It’s a really nice way of using that quality engagement experience to get across your more complex messages and build a deeper relationship. Taking that premise and rolling it out across the new media landscape is what we’ve been doing. There are a number of pies that we’ve still got that are print-related. Those are slowly dropping off and at the same time we’re bringing in a whole new capability around video production, SEO, social media, web development and all the skills that are needed to engage across all the different channels now.”

Read the full article in the print edition of Inside Magazines.

]]> http://edgecustom.com.au/press/mediaweek-edge-celebrates-10-years-with-transformation/feed/ 0 http://edgecustom.com.au/news-2/australiansuper/ http://edgecustom.com.au/news-2/australiansuper/#comments Fri, 14 Jun 2013 06:58:59 +0000 admin http://edgecustom.com.au/?p=10652 Edge is excited to announce it will be working with AustralianSuper to refresh their member bulletin – both in print and online. We’ll be working closely with our new client, one of the largest superannuation funds in Australia, to bring this integrated content strategy to life in the coming months.

AustralianSuper represents more than 1.9 million members across all industry sectors and age groups. The organisation currently produces five bulletins, each tailored to suit the specific life stage of its corresponding audience.

Edge won a competitive tender to produce – and evolve – the soon-to-be-rebranded SMART. Having identified the need to move to digital and be more engaged with its members, AustralianSuper selected Edge for its extensive experience as a multichannel content agency and its ability to create strategic content across any platform.

The brand I have to take my helmet off is Deus ex Machina. If you have any sense of adventure or a yearning for a ride in life, you can’t help but love this motorbike, clothing, skateboard, surfboard, but most of all lifestyle brand. It’s no surprise that it’s the founder of Mambo, Dare Jennings, who started Deus. The blend of art and surfing he brought to Mambo has been dialled up and mashed up into a sub culture brand. You can see his footprint all over it. Jennings has teamed up with a motorbike mechanic to create a very cool company. These brand owners look like they are living the dream and are having so much fun doing it they take everyone who touches the brand along for the ride.

Read the full article in the print publication July-September issue:

Jessica Hische discusses the fundamentals of type selection: 

Six animators and studios were commissioned to create an exquisite corpse which was brought together to form the new Cartoon Network summer ident: 

Strangely compelling and uncomfortable at the same time, Nicholas Barker and Rogue Films present ‘Tokyo Dreams‘:

Alan Fletcher is one of the most important figures of British graphic design history, who sadly passed away in 2006. His books, ‘Beware Wet paint‘ and ‘The Art of Looking Sideways‘ are two editions that all designers should have on their bookshelves. An online archive of his work has now been made available to the public:

The Dapper Rebels of Los Angeles, 1966:

Wes Anderson and Roman Coppola directed this recent series for advertisements for Prada Candy: 

Thanks for reading, and I hope these inspirations help you guys lead a more creative week.

The ideal candidate will be an experienced editor with at least five years’ experience across both print and digital publishing. You will be responsible for editorial planning, commissioning journalists, rewriting or modifying copy, briefing and working with art directors, attending client meetings and taking in client changes.

You should have a strong grasp on how content marketing achieves brands’ business objectives. You should also have a strong understanding of web analytics, social distribution, buzz monitoring and blogger engagement. You will be happy working in a client-facing role as the position involves working closely with clients to develop a deep understanding of their business, the stories they want to tell and the objectives for their content. You will have an excellent grasp of spelling, grammar and punctuation, along with excellent computer skills. Experience using CMSs and Photoshop an advantage. You will need to be extremely organised and able to multi task.

This is a demanding but highly satisfying role. Reporting directly to the Head of Editorial you will take responsibility for delivering publications of the highest standard. You will also be required to work across publications in a number of different areas, including travel, auto, sport, business, healthcare and more, so versatility and a quick mind are essential. You will also have opportunities to contribute to new projects, so the ability to understand a brief, generate ideas and communicate them to the team is similarly vital.

About Edge

From a solid background in custom publishing, Edge has developed into a full-service strategic content agency. We work with clients to help them achieve their brand and marketing objectives by creating a dialogue with their audience using content in the most effective way—be it digital, video, mobile, social or print. Edge has been creating branded content for leading brands such as Woolworths, St.George Bank and P&O Cruises for 10 years and is Australia’s largest independent publishing agency.

If this role and company sounds like something you’re interested in and want to be a part of (as if you wouldn’t want to be!), then please send your resume to sydneyapplications@edgecustom.com.au

We look forward to hearing from you soon!

The Edge team

It’s also reinforced one of my core beliefs about social media: that it needs strong content to perform at all well. And it needs a strong content strategy to create the owned media that brands often seek.

Of course, your audience helps define your approach; there is a massive difference between B2C and B2B content strategies.

Within the B2C world, one of my favorites is the Nike 2012 Olympics campaign. Nike wasn’t the official sponsor, so they launched a relevant, incisive campaign called #makeitcount. It showcased real, emotional stories of athletes pushing themselves to new boundaries—and it were these stories, which created an emotional resonance across social media.

In the B2B world it gets a little more technical. But who could forget the launch of the OPEN forum (that hallmark of B2B content marketing) and associated social media campaigns? In practical terms, it’s a simple messaging strategy: seed widely, use images and provide value. They know their audience, and create content that offers an immediate value add, with the promise of more down the line.

What would be my top tips for starting a social campaign from scratch? Here are five to get you started:

1. Know your audience. Why are they on your page? What are they expecting?
2. Tell an immediate story that connects to a broader story (for example a statistic that links into a tutorial).
3. Images, links and videos are far more shareable than a simple text update.
4. Seed your social content far and wide! That means sharing to other like-minded groups who would like your content.
5. Two-way conversations are the definition of social.

For more information, feel free to get in contact with us here. We wouldn’t love social without loving a conversation!