The Media Minute 11.24.21

While lead generation is more likely to be a marketing objective for B2B companies versus B2C, nearly any company focused on selling high-value products and services will likely become familiar with lead-based marketing practices, tools, and customer relationship management (CRM) systems. In fact, companies that employ lead generation marketing strategies are also very likely to prioritize leads and assign them to sales teams for follow-ups (which are also important steps throughout the customer acquisition journey).

Blockchain allows users to record information that is next to impossible to hack, cheat, or alter. Publishing digital content using the technology will help publishers enforce more accountability as they will be transparently traceable to the original source. “With more transparency comes a greater sense of control and security — both directly applicable in combating copyright and IP infringement,” the authors write.

The media buying world’s obsession with performance marketing keeps growing, and it is starting to creep into publisher deals that were once focused on the upper half of the funnel.  As 2021 has worn on, more advertisers are asking that ad deals typically measured using upper-funnel metrics such as brand awareness or social lift — branded content campaigns, for example, or event sponsorships — be measured using lower-funnel metrics like sales, or deliver guaranteed numbers of sales leads.

The territory fight: It’s the bane of every publisher and sales manager’s existence. All managers in the publishing industry have to deal with it, but there aren’t many who like to, and for good reason! The best sales reps are notoriously competitive, testing even the best manager’s patience, which is why having good account management rules is important.

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The Media Minute 11.17.21

While lead generation is more likely to be a marketing objective for B2B companies versus B2C, nearly any company focused on selling high-value products and services will likely become familiar with lead-based marketing practices, tools, and customer relationship management (CRM) systems. In fact, companies that employ lead generation marketing strategies are also very likely to prioritize leads and assign them to sales teams for follow-ups (which are also important steps throughout the customer acquisition journey).

Publishers have sat at the center of communities of interest for as long as there has been a publishing industry. Print publications drew like-minded readers to their mastheads and now digital publishers gather their most loyal fans together behind paywalls. But how else can publishers monetize communities that grow up around their content?

Apple’s crackdown on in-app tracking so far has come into force more gradually than expected thanks to a protracted rollout. This has tended to obscure the impact of the new restrictions. But after a first full quarter, it has become clearer that it will rattle, squeeze and throttle the flow of ad dollars online. The long shadow Apple cast over the current earnings season for the largest online advertising businesses puts this impact into sharp focus.

The technologically advanced, data-driven society we live in needed a face-lift when it came to presenting content in a user-friendly, accessible way. It’s time to stop thinking about digital editions as a sidekick. They’re the superheroes we deserve, and they can help your audience connect with your content moving forward. Here’s a closer look at why now is the time to

shift to digital.

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The Media Minute 11.10.21

Marketing CRMs track digital interactions on websites and social media, send automated emails based on sales readiness, and so much more. They’re undoubtedly a necessity of every business to nurture leads, retain clients, and everything in-between. Moving beyond utilizing the basics of the software, what’s in store for the marketing CRM in 2022?

Facebook is changing its name to Meta and with it, the future focus of the company. Meta’s long-term mission will be to bring the metaverse to life and help people connect, find communities and grow businesses. The change moves the company beyond its social media roots, but will its planned move to the metaverse affect publishers?

Publishers need to build relationships with their audiences that they can then connect to advertisers. Companies must also simultaneously architect internal systems around data custodianship to protect consumer data. In fact, consumer privacy and business outcomes are closely correlated in a complementary way. The companies that champion consumer privacy and work to create a sustainable omnichannel ecosystem that drives better results for every constituent will be the winners, now and in the future.

The technologically advanced, data-driven society we live in needed a face-lift when it came to presenting content in a user-friendly, accessible way. It’s time to stop thinking about digital editions as a sidekick. They’re the superheroes we deserve, and they can help your audience connect with your content moving forward. Here’s a closer look at why now is the time to shift to digital.

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The Media Minute 11.3.21

When people search for anything on Google, it “crawls” the internet to find you the best results. To find and rank these results, Google accounts for SEO. Optimizing SEO on websites is a digital marketing strategy that’s used to increase quality and quantity of visits to web pages. Prioritizing SEO means you have the strongest chance to rank for searches relevant to your product or service.

In this series, I’ve shared thoughts from leading media scholars, researchers and practitioners for their top tips for successfully implementing innovation as well the principles and likely barriers organizations need to consider. For this final article, based on their expert insights, I’ve identified nine principles of content innovation, and examples of them in action.

Dynamic paywall technology, increasingly available as a SaaS solution, is letting publishers ditch the blunt instrument of metered access. Rather than cut non-subscribers off once they reach broadly assigned limits, publishers can look to audience segmentation and machine learning to personalize access and target subscription conversion messaging.

Publishers are natural storytellers with a keen eye for graphic elegance. But if there’s one more thing we know about you, publishers, it’s that you’re sick of competing with Google and Facebook … Even if your business starts morphing into the “annoying agency,” there are still some strategies that may be worth considering. Regardless of your talent, salesmanship, and entrepreneurial skill set, you may find some of these survival skills are worth further cultivating.

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The Media Minute 10.27.21

When it comes to organic or paid content marketing, it’s about figuring out how to use data to enhance and optimize your digital strategy. Utilizing this data has never been easier, thanks to the king of search engine analytics: Google Analytics. Understanding Google Analytics helps you produce content that your target audience wants to see. The platform provides actionable insights, like click-through and bounce rates, time spent on page, and more.

U.S. ad spending rose 10.2% in September vs. the same month a year ago, according to a MediaPost analysis of an updated composite of actual ad spending from the major agency holding companies. The composite, an updated version of the U.S. Ad Market Tracker launched in partnership with Standard Media Index in 2015, represents a more comprehensive pool of data contributed by all of the holding companies and was necessary to provide a more accurate view of the marketplace.

The pace of change in our industry means that even the biggest, most successful, companies need to continually innovate, refresh and reinvent what they do and how they do it. Those who don’t risk being left behind, overtaken by digital upstarts, or blown away by more established players with deeper pockets and a longer transformational runway. I asked 10 experts — leading media practitioners, researchers and scholars around the world — for their insights around what constitutes innovation, the barriers to implementing it, and how to overcome these roadblocks.

Nowadays, no single revenue stream is enough to sustain, let alone grow, a digital publication. Instead, online publishers are relying on a combination of revenue streams to ensure they can bring in sufficient capital. And according to former head of Hearst magazines, David Carey, there just may be a magic number: “You need five or six revenue streams to make the business really successful.” While there are numerous potential revenue sources, most companies will find success by creating their own “mix of six” streams that are suited for their individual publications.

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The Media Minute 10.20.2021

When it comes to organic or paid content marketing, it’s about figuring out how to use data to enhance and optimize your digital strategy. Utilizing this data has never been easier, thanks to the king of search engine analytics: Google Analytics. Understanding Google Analytics helps you produce content that your target audience wants to see. The platform provides actionable insights, like click-through and bounce rates, time spent on page, and more.

Over the past several years, subscription management and dynamic paywall providers have joined the ranks of must-have digital tools for media companies … Unlike a typical paywall that allows non-paying readers to access a set number of articles before walling off content for the rest of the month, a dynamic paywall is designed to help publishers monetize content through a number of methods. The methods used can range from audience segmentation to machine learning to depending on the paywall option you choose.

The idea that companies can follow consumers around the internet based on data that someone else provides doesn’t seem like the best customer experience, according to Michael Blend, co-founder and chief executive officer of System1, a first-party data company. In fact, nearly all of its ad business is based on performance. “Google and Apple are making positive changes for the longevity of digital advertising and people, and the advertising ecosystem just needs to catch up with them,” he said.

Publishing is an industry with a lot of moving parts. You have issues to create, articles to write, and above all, deadlines to meet. Not to mention, you have to keep readers engaged with your content. On top of this, if you’re looking to make a profit, you likely have to manage print and ad sales. One of the easiest ways to streamline these everyday tasks is by implementing a customer relationship management (CRM) software. If you’re in the publishing industry and looking to optimize your processes and boost profitability, read on. Here are the key qualities to seek in a publishing CRM.

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The Media Minute 10.13.2021

When it comes to managing relationships with your business’s prospects and existing customers, a customer relationship management software, or CRM, is a must-have. In this day and age, it’s no secret that data is the key to meeting your company’s goals efficiently and effectively. CRMs are at the heart of every growing business. In fact, CRM software is the biggest software market in the world, and the growth isn’t slowing down anytime soon.

When Google announced third-party cookie deprecation on Chrome, the programmatic ecosystem went into a frenzy. Addressability, targeting, measurement and attribution all faced significant new obstacles and, most importantly, billions of dollars in revenue hung in the balance. Publishers had to reprioritize their roadmaps to accelerate alternative revenue streams while finding new ways to engage with their users directly… The delay won’t immediately solve these challenges, but it does provide some breathing room.

The demand for trustworthy information during the pandemic drove record subscriptions growth for many publishers. 128 news publishers across the world gained an average of 58% new subscribers in a year, according to Piano data. The market is far from saturated though. 100M people worldwide are potential targets for English-language news subscriptions, according to research from The New York Times.

Publishing is an industry with a lot of moving parts. You have issues to create, articles to write, and above all, deadlines to meet. Not to mention, you have to keep readers engaged with your content. On top of this, if you’re looking to make a profit, you likely have to manage print and ad sales. One of the easiest ways to streamline these everyday tasks is by implementing a customer relationship management (CRM) software. If you’re in the publishing industry and looking to optimize your processes and boost profitability, read on. Here are the key qualities to seek in a publishing CRM.

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Media Minute 10.6.2021

Email marketing is vital to every digital marketing strategy, but the key to its success is verifying your email lists. To improve email deliverability, stack ROI, and actually reach your audience, you need to invest in an email verification tool. Clean Your List is a new affordable email verification software from Mirabel Technologies. Used as a standalone platform, Clean Your List is the latest addition to the suite of affordable SaaS products.

This week at Search On 2021, Google showed how Search will soon be able to not only better understand aspects of a topic the user is searching for, but also surface more insights and inspiration. The company showcased how they are using AI and new technologies to make information more helpful than ever before, while giving users new ways to search and explore in more natural and intuitive ways.

Testing of FLEDGE — the company’s remarketing solution designed to eliminate third-parties tracking of user behavior, along with the measurement of digital ads — is delayed until Q1 2022. As Google moves the industry toward the phasing out of third-party cookies, it needs to introduce APIs enabling options that depend on them, but without enabling cross-site tracking.

According to one report, 43% of CRM users use less than half of the features that their CRM offers …  and I’d say that number is conservative. And no matter if that comes down to difficulty in understanding the system or ignorance as to all its capabilities, it’s an issue worth addressing if only because there’s so much potential on the other side.

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The Media Minute 9.29.2021

Social media has become a vital part of our everyday life with roughly 50% of the world’s population (over three billion individuals) using it… Regardless of your industry, social media is one of the most efficient and effective ways to elevate your brand’s marketing strategy. The benefits of social media marketing for business are limitless. From broadening target audiences to increasing awareness and boosting sales, we’re diving into the top reasons to invest in a social media marketing strategy.

Journalists have known for a while the importance of using tools like Google Trends to help target our copy and spot opportunities to drive additional audience. But the pandemic, along with those Google updates, has really accelerated the focus on news SEO as an essential discipline. In short, if you are in the news publishing ‘game’ and you are not investing in news SEO, then your growth is likely to be severely stunted going forward.

Soft paywalls allow readers to experience the quality of your content and may over time inspire them to sign up for a paid subscription. Research done by American Press Institute’s Media Insights Project found that 47% of new subscribers signup after running out of free articles on a site they like and respect.

The challenge is that if your rules are too strict, you won’t get the level of competition necessary to maximize your sales revenue, and if your rules are too relaxed, it turns into a free-for-all where sales reps are often pitted against each other. Then, frequent disputes arise, which wear thin on managers and impact your sales team’s morale. As any publisher knows, it’s not a small issue. In this blog, I’m going to share my two cents on account management based on my 25 years of publishing experience.

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The Media Minute 9.15.21

Since your website is often the first touchpoint a potential client has with your company, you want to do everything you can to ensure that it yields real results from visitors. There should be a clear path to follow and a set of actions to complete. Without a fine-tuned and efficient website, you’ll miss out on a pool of potential opportunities. So, how does one fine-tune? With these nine quick but effective tweaks.

Encouraging existing customers to make greater use of your website is easier than attracting completely new visitors, and publishers are looking for ways to deepen their relationships with visitors so they stay on their sites for longer and click through to other stories, pages, and videos. If they have visited once or twice, chances are they can be persuaded to come again.

Direct deals between advertisers and publishers are back, but then again, they never really went away. They’re just being pitched harder and considered more carefully now as advertisers see publishers as a valuable source of audience data in the absence of third-party cookies.

Thanks to both their centuries-long resilience and progressive nature to adapt, magazines continue to be a worthwhile project to embark on.  If you’re looking to start a magazine or pivot to digital editions, read on. We’re outlining the basic steps of how to start a magazine in 2021.

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