From Folio online covering the process of getting an iPad app out the door. Excerpt here with link to full article.

Publishers share the factors determining their early app strategies.

Last week, WTWH launched an iPad app (a paid app that costs $2.99) for one of its flagship brands, Design World. Here, WTWH vice president of new media Marshall Matheson shares the considerations his group went through in launching the app.

1. Do you have the necessary tech skills or do you need outside help?

“For a small publisher to do a true app and not just a digital edition, you’ll have to get into software management which may be beyond their core competency,” says Matheson. “Deciding on feature set and when to lock down is challenging–people will constantly want to add or see new features, and even small ones added later in development can kill your deadline and budget. So going with a professional third party may be key, with a strong tech lead managing them. But then costs could be significant.”

Read the full article “What To Consider When Greenlighting An App” >>

Engineering Watch™ HD recently starting pushing videos direct to Google via XML sitemaps using MRSS and the result was impressive. So much so that Inc. Technology covered the result and brief overview of the tech during an interview with Marshall Matheson, VP online media WTWH Media.

“A magazine and website geared for design engineers recently started using a new tool to help optimize the company’s online videos and improve their rankings on search engines. By Elizabeth Wasserman.”

The interview can be found here: http://www.inc.com/internet/articles/201004/tech_talk_Matheson.html

WTWH Media founders went from ad sales to integrated media: source: cleveland.com

WTWH Media was featured in Bright Ideas, A monthly feature about entrepreneurs with creative ideas or innovative products.

Excerpt:

Back in 2006, WTWH Media had 29 customers and $245,000 in ad revenue from the magazine and online combined. Today, nearly 200 customers have boosted sales to $3.4 million. Nine of the company’s 15 employees work out of an office in Middleburg Heights.

The company is succeeding, Emich said, because the integrated print and online approach appeals to engineers who are interested in advertisers’ products and services.

“Young and nimble companies can adjust a lot quicker to what the market is asking for and deliver it,” he said.

In April, Folio, a trade publication that tracks the magazine industry, named McCafferty and Emich to the “Under the Radar” start-up category in its annual list of 40 magazine industry influencers and innovators.

“These guys managed to position themselves as the smart online guys when traditional publishers were still either trying to get up to speed with digital media or just faking it,” said Matt Kinsman, Folio’s managing editor.

Last year, Design World introduced a social networking site and a career board. That makes 18 niche Web sites for the company, with 10 more planned.

“Our strategic plan is to listen to customers and adapt very quickly,” Emich said.

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