It goes without saying that LinkedIn is a leading social media platform for business connections. It’s platforms such as these that many in the media world point to as one of the leading disruptors of the traditional publishing business model, in particular magazines and newspapers. Therefore, one would think that when LinkedIn would want to launch an intiative to reach thought leaders in the business world (and in particular the marketing world itself), they would simply utilize their online platform, the envy of publishers, to speak to the latest issues and trends and gather viewers/readers. They have. But it’s not without irony that the leading business online social platform has also utilized traditional publishing tools. In this case, print.
The Sophisticated Marketer is LinkedIn’s quarterly print publication devoted to marketing. I love it. I’m not one who believes publishing’s best days were in the past, in a world before digital platforms. But I like it that a leading company, even a Silicon Valley superstar, recognizes the power of print. Let’s hear it for magazines.