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Mark Ford and Terry McDonell from Time Inc. Sports Group explain why tablets are the future of print.
Mark Ford and Terry McDonell from Time Inc. Sports Group explain how to compete in a market that is saturated with free content.
Mark Ford, President of Time Inc. Sports Group explains what he looks for in new hires.
Mark Ford and Terry McDonell from Time Inc. Sports Group explain how to keep morale high during layoffs.
Mark Ford and Terry McDonell from Time Inc. Sports Group explain how they transitioned the iconic Sports Illustrated Magazine onto a digital platform and made a healthy profit in the process.
Mark Ford and Terry McDonell from Time Inc. Sports Group explain why you should not monetize social media... yet.
Mark Ford & Terry McDonell, President & Editor, Time Inc. Sports Group
Mark Ford In January of 2011, Mark Ford was appointed EVP of Time Inc. and President of Time Inc.’s newly formed Sports Group. He will now oversee the global and international business development and operations for Sports Illustrated, the Sports Illustrated Golf Group and SI Kids franchises which together reach 30 million sports fans and generate $600 million in revenue. Ford will also work in partnership with Turner Sports to create the #1 sports web business. In addition, he will seek opportunities across all Time Warner sports operations (Warner Bros., Turner Sports and HBO) to align and leverage Time Warner’s sports assets, build a multiplatform sports business and new revenue streams for the company. Terry McDonell Terry McDonell is the editor of the Time Inc. Sports Group. McDonell directs all editorial content and operations of the weekly magazine Sports Illustrated, SI.com, GOLF Magazine and GOLF.com, as well as SI Kids, FanNation.com and international editions including SI China, SI South Africa, SI India and others.
Terry McDonell: We do tons of social media and it’s one of the strongest tools we have. We have some big time social media people at Sports Illustrated now. Like Peter King has more followers on Twitter than anybody associated with football. All that stuff works for us but I think you – the kind of – it’s an orchestra now coming together and we’ll see. I’m not sure exactly how we get the money from all that but it’s – Mark Ford: Yeah. I think you just – I think where we’re at now is you have to be authentic and believable and the people that are in these communities you can’t market to them. You have to be very careful. We don’t even use that language. It’s about creating great content that Sports Illustrated does, creates every day and Terry’s team does every day. Then I don’t know about how we get the money. I don’t think it’s about that yet. It’s about building an authentic community and an audience that’s true to the brand and then through that opportunities will come up down the road depending on how that – who that community is and how they interact with our brand and we’re still learning about that. It would be a big mistake to try to monetize that as they say too quickly. Terry McDonell: It’s not a community. I mean to be really successful it has to move beyond community. It has to be tribal. You’re building a tribe. So your – if you’re in that tribe you join that tribe. You want all the tribe stuff. It’s at that point that you say, “Okay, well then that’ll be this many whatever.” Mark Ford: Yeah. Terry was in motorcycle gangs up in Northern California. You can tell and it was very tribal. We both love motorcycles.
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Padraig Hyland, Chief, Ninja