Just a few doors down from the Kaplow office, at the Algonquin Hotel, thought leaders met for a panel discussion on Tuesday to discuss the changing shape of the media landscape. The panelists were joined by Kaplow clients, friends of the agency, influencers, and high profile journalists.

During the panel discussion entitled, Don’t Write Them Off, Television, Newspapers, Magazines, Radio Reinvented, Sree Sreenivasan, professor at Columbia Journalism School and social media guru, noted that in order to stay relevant today’s journalist must connect with audiences using an approach one of his colleagues has coined “tradigital.” He defined tradigital as a traditional journalist with a digital overlay. He also optimistically reported that the Columbia School of Journalism has seen a 40% rise in applications, even while the industry undergoes a drastic change.

Jean Chatzky, Financial Editor, TODAY Show is a tradigital journalist who has adapted a number of different platforms. In addition to her role on television, she writes a weekly newspaper column for the Daily News, monthly articles for More magazine and also participates in social networking sites like Facebook and Twitter. She says she enjoys taking a multi-faceted approach to her work as it gives her the opportunity to “take a story that [she] is working on and incubate it, if it needs time to gather the right sources and put the package together.” On the flipside, if she has a breaking news story, she also has the ability to share that story right away using the internet.

Lesley Jane Seymour, Editor in Chief of More magazine, believes that the cluttered world of fashion magazines may consolidate, but as long as quality content remains and magazines offer something transformative, people will continue to purchase them.

Lincoln Millstein, senior VP-digital media at Hearst Newspapers, echoes Lesley’s confident attitude about the future of newspapers, noting that the doom and gloom story has been “oversold and overtold.” When it comes to newspapers building revenue, he suggests that media work “together as an industry” and follow the model provided by cable television, creating an environment where people solely gain access to content through subscriptions. He also notes that consumers view their news stories as a commodity, and “they will not pay for a commodity that is not highly differentiated.”

Alan Levy, Founder and CEO of BlogTalk Radio, stressed that “audiences are no longer sitting in front of tv or reading the paper… they are everywhere.” In order to stay relevant, the industry must make content available everywhere.

A Kaplow client asked the panelists about the role of the PR professional as the industry shifts, each of the panelists offered some of their insight on how the PR industry can continue to effectively deliver their message.

The optimism inherently present in the discussion’s title was reinforced by the remarks of everyone present. To hear the entire discussion, check out BlogTalkRadio.

Since teaming up with More in November 2008, Kaplow has raised the profile of the magazine and its editor in chief, Lesley Jane Seymour, through coverage in prominent media outlets.

In just a few short months, Seymour has become a regular style blogger for the Huffington Post – blending both her expertise of the 40+ female demographic and her passion for politics.  Her most recent entry about the style of Caroline Kennedy received prominent placement on the front Style page of the Huffington Post.

Kaplow has also helped to solidify More as the leading lifestyle publication for the 40+ woman through broadcast interviews on the TODAY Show, The Insider, Good Morning America NOW and print interviews for the Associated Press, New York Daily News and New York Post.

Tonya Garcia
In Brief Blog
December 4, 2008

NEW YORK: More, the publication targeting women 40 and over, has selected Kaplow for strategic PR services. The firm will raise awareness of the publication and its editor-in-chief, Lesley Jane Seymour, via strategic outreach.

Kaplow has added a new client to its diverse portfolio. More, the publication that celebrates “today’s sophisticated, affluent and accomplished woman 40+ enjoying the richest years of her life” has selected Kaplow to execute a strategic public relations program. Kaplow was awarded the business for its vast experience reaching female consumers and unparalleled access in connecting clients to the right media, influencers and consumer groups.

More invites women to share stories and find information and resources women need to live a joyful and successful life at any age.  Kaplow’s program was carefully designed to further More‘s mission to be a true go-to resource for the smart and savvy woman in the prime of her life. Tapping heavily into the news cycle and then leveraging the voice of the magazine’s powerful readership, Kaplow will work closely with Editor-in-Chief Lesley Jane Seymour to capture the zeitgeist of the 40+ woman.