I spent the past few days at the Niche Magazine Digital Conference in Chicago, where only two days ago I gave a couple of talks for publishers on diversifying offerings and mobile web, respectively.

I encouraged the audience to consider the mobile web just as important as the desktop counterpart. Of course I had some data to support it, but the day after my talk Microsoft comes out with this — The Rise and Fall of Advertising Media (http://tag.microsoft.com/libraries/blog/rise_fall_lrg.sflb.ashx). Clearly showing that mobile is huge, and only getting huger, on its way to being the most hugest-est. No wonder I hate Microsoft, they always seem to release things slightly after they’d be really useful. Where did my Zune go? I need some creative music to blog to.

The data in the infographic shows that mobile marketing dollars spent from 2009-2010 increased 75%. The next closest was social media spends weighing in at 14%. Publishers take note of the print (magazine) spends rising a whopping 1%. Anyone remember my keynote where I talked about going after dollars outside of print? Hmmm, how about going after mobile, social, web and video? Ranked numbers 1 through 4 respectively.

What does this tell you? I know, I know, quick, rush out and build a mobile site, post some crap on Facebook (don’t forget Twitter and LinkedIn), then follow it up with a poorly produced video of your editor sitting at his desk talking in a monotone voice while the hand you can’t see is slowly scratching his nuts. That should do it, success, showww meeee the money!

Damn it people, you couldn’t have already forgotten what (An)Drew Davis (@TPLDrew) taught us about fractal marketing, having a hook, or realizing that creating more crap content doesn’t mean people can actually consume more crap, did you? Even more importantly, just because budget is allocated, it doesn’t mean it’s allocated for that very same crap either. Take a step back and put some thought into your content. Give it that hook, the centerfold so to speak, remember?

I can assure you I’ll be putting some thought into my centerfold. I’ll be studying every centerfold I can find. I’ll also focus on the fractal concept, and the idea that print isn’t dead, it’s evolving. I’ve heard these smartphones are kind of a big deal, maybe I’ll start with them. I think I’ll pay some extra special attention to developing a centerfold for those. I’m thinking something with a fake page-turn effect. That would be really cool.

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