MPA Counts Record Number Of Digital Efforts

The Magazine Publishers of America has tallied up a record 62 new digital initiatives from magazine publishers in the second quarter of 2007--a 139% increase over the second quarter of 2006. Coming amid a raft of announcements for specific new projects, the overall count underlines the migration of magazine brands to more digital distribution.

Among the big digital movers was Conde Nast, which introduced ad insertion in podcasts, video podcasts, social-networking features and integrated-marketing opportunities for advertisers. Hearst also bowed mobile sites and branded Webisodes, while Meredith offered original video content, desktop widgets and big portal redesigns.

Forbes rolled out wiki features, a Facebook partnership and online databases. Hachette Filipacchi bought JumpStart, an online network for auto ads, and Bonnier debuted digital and social-networking features. Finally, McGraw-Hill's BusinessWeek created an online video hub and a free online database.

A full listing of the new initiatives is available online at the MPA's Web site: http://www.magazine.org/digital/14321.cfm. The MPA began documenting new digital initiatives from magazines in 2006, to highlight the brands' adaptability to new media.

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