From the most recent issue of Fast Company…
Notice anything a bit.. unusual?
Take a look at the ‘read more’ links: Read more at bit.ly/
The links are shortened with a popular Internet link shortening format!
Maybe this link format in Fast Company isn’t new, but it was the first time I’ve noticed it. Talk about cross-platform storytelling and platform cooperation- here’s a magazine (hard copy!) employing an Internet link shortening tool. And why would Fast Company use bit.ly instead of a traditional link like www.fastcompany.com/delaney?
To get data. Analytics. To see how many hard-copy magazine readers are interested enough in an article to continue reading online. And once Fast Company has data from several bit.ly links, they can start the fun part- analyzing the data, figuring out what type of content makes readers continue onto the Internet. And from that information, Fast Company can start to fine-tune content based on ‘continue-through’ behavior so they can increase the likelihood that readers will ‘continue-through’ to the Internet.
*Doesn’t it feel weird to not say click-through? Same concept as click-through but readers are going from a hard-copy format to an Internet format! Kinda mind-boggling, right?
Print isn’t dead- at least not for magazines like Fast Company who are willing to innovate by paying attention to consumer behavior!