This quote via Scott Baradell underscores my thoughts on how content is changing. This quote was ringing in my ears as I sorted through my Sunday paper to find a copy of Watch! -- a custom publication from CBS.
I’m a huge fan of custom publications when they’re used for the right reasons. But why would a TV network go this route?
We’ve seen other media outlets strap a print magazine to its brand before. In the case of the WSJ, we assume it’s to create another ad vehicle for the venerable business paper. But that assumption doesn’t add up for a broadcast network.
According to the media kit:
Watch! delivers exclusive entertainment content to involved, sophisticated readers who love pop culture. We offer readers an exclusive look at America's favorite TV shows, movies, fashion, travel, sports, news, and music. We give our readers access to the world of celebrity with permission, not intrusion.
According to its web site, Watch! is aiming for a circulation of 400,000 copies and has been around for almost two years. In addition to the newsstand, copies are being distributed at live studio tapings, CBS affiliates and now my Sunday newspaper to help reach this goal.
CBS has been actively experimenting with everything from printing show promos on egg shells and air sickness bags to this custom publication. They get props and publicity for doing so, but I’m not sure if this custom publication will get them the awareness, viewership or readership they desire.
Will a pop culture hungry audience add to a reading stack that seems to sit just out of reach from the deadly triangle of the TV, couch and computer?