The Media Minute 07.03.2018

The 2016 election, Cambridge Analytica scandal, and GDPR represent a tidal shift in how the ad tech and digital media industry will monetize their audience moving forward. And it’s overdue. Demographic data doesn’t define a person’s identity.

The conventional wisdom on digital magazines is that they’re dead, at least as a custom format, separate from print and enhanced for the tablet or phone.

The DoubleClick brand is going away, along with AdWords. In their place are three new brands: Google Ads, which now identifies what was AdWords, Google Marketing Platform, which encompasses Google’s products for enterprise advertisers, and Google Ad Manager for large publishers.

When Doug Olson, the president and general manager of Meredith magazines, reaches for an analogy to describe the launch of The Magnolia Journal, his mind goes immediately to O, The Oprah Magazine.

As direct-to-consumer brands from Brooklinen to Curology try to wean themselves off of Facebook ads, commerce-focused publishers are trying to help fill the marketing gap..

For publishers, getting quality traffic to their online properties is itself quite a big challenge, especially in the current environment of turmoil in the digital landscape. Next month onwards, things might get even more difficult for some.

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The Media Minute 06.26.2018

Email marketers have issues. Less than a tenth are free of challenges, and over a third have open rates of 10% or lower, according to The State of Email Marketing, a study by Return Path and Demand Metric.

At The Magazine Manager, we are thrilled to see our talented clients shine. That’s why we’d like to say “hats off to you” for winning multiple prestigious awards recently from CRMA and Folio.

As the role of audiences in digital marketing becomes more important, it’s critical for publishers to not just gather data, but understand what they have, and how to best utilize it.  Smaller publishers in particular, whose teams and budgets may be more limited in scope, must navigate audience-building, targeting and marketing in a way that makes the most of their team and budget.

Facebook has been flirting with video monetisation for a while, with beta tests of ad breaks in live video, in-stream video ads, and ad breaks in on-demand video. Till now, these were mostly available to a limited set of partners. Now Facebook is rolling out monetization products they are building to a wider audience.

New York Media wants to grow its audience like every other publisher. But it also wanted to make sure its growth was based on returning visitors and not just one-time hits. The publisher broke traffic records in four of the five months of 2018, reaching a record 53 million unique visitors in May, according to Google Analytics, New York said

TOKYO: Emotions are important in B2B purchasing decisions just as in B2C and new research reveals the role different emotions play along the B2B path to purchase.

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The Media Minute 06.19.2018

“The Times publishes countless stories across news, opinion and features every day, and we’re focused on finding the best ways to introduce readers to the breadth of our journalism,” stated Alex Rainert, head of product and design at The New York Times.

The Content Marketing Association (CMA) — the UK industry association for marketing, publishing, advertising and social agencies — has just released a comprehensive report on the Key Content Marketing Trends in 2018

Condé Nast’s Self announced Thursday the formation of a new partnership with The Players’ Tribune—the media platform for athletes by athletes launched by Derek Jeter in 2014—under which the two brands will produce a series of personal essays and videos celebrating women in sports.

Vox Media likely wouldn’t have been able to sell its upcoming show, “American Style,” to CNN without the help of Hollywood talent agency WME. Vox Media formed its Vox Entertainment division and signed with WME in 2015 to break into the TV business. Chad Mumm, vp at Vox Entertainment, had seen how WME helped convince HBO to buy a show from Vice when Vice was little more than a print magazine and digital publisher.

“In three years, none of this will be in print,” a senior publishing executive told me, six years ago, about two magazines that are still profitable and still in print. Mr. Print Is Dead thought magazine publishing would soon be all about apps and the web. (You see, kids, back then there was this thing called the iPad that … oh, never mind.)

A few years ago, in 2014 to be exact, I wrote a post about what publishers should be doing to transform their businesses to a new multi-platform business model. Many of the tasks mentioned in 2014 remain the same in 2018, but a few have changed in light of new innovations and best practices. An updated list is presented in this post.


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The Media Minute 06.12.2018

Michelle Lee is Allure’s Editor in Chief and a pioneer in many aspects of magazine publishing. Her progressive approach has gained plaudits across a wide spectrum and led to Allure being awarded Magazine of the Year by Adweek last Autumn, with Michelle herself being awarded Editor of the Year..

Audience growth is the mile-by-mile marathon that makes all things possible with your business – New Advertisers, New Revenue, New Markets – are all predicated on your ability to grow your audience.

This article is a free preview of the new issue of Digiday magazine, our quarterly print publication that’s distributed to Digiday+ members. Click here to find out more about Digiday+ and to subscribe now.

Columbus Monthly, Seattle Met, and Denver’s 5280 earned top prizes for General Excellence at the 33rd annual City & Regional Magazine Awards, administered by the University of Missouri School of Journalism and announced Monday at the City & Regional Mag Association’s annual meetup in New Orleans.

After a decade of lagging behind the rise of digital content consumption, the floodgates on digital ad spend opened wide around 2012. Much of this has been due to a tide of brand dollars flowing through automated pipes, with eMarketer estimating that over four in five US digital display dollars will be spent on programmatic channels this year

Hearst Newspapers has hired Cox Media Group’s Mark Medici as its executive vice president-Chief Marketing Officer. Medici, who will be based in Houston, is the first to hold this newly created position. He will oversee consumer-marketing strategy across all platforms for Hearst’s 24 dailies and 64 weeklies.

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The Media Minute 06.05.2018

When preparing to launch a startup, the first essential step entrepreneurs need to take is put a marketing strategy in place. However, for many startups marketing on a limited budget is not as easy as it sounds.

At this year’s Ops in June, we’re going to be talking a lot about the ways in which advertising in B2B can be similar to B2C (there’s a place for branded content, and for programmatic!), and how it’s dissimilar (scale is always one of the kickers).

A journalist, on average, spends 6 hours a week transcribing audio, which not only slows down the reporting process but also decreases newsroom productivity.

Last summer, in a hunt for new product ideas, Politico turned to its employees. The publisher held a “Shark Tank”-style competition, a first for the company, where staffers from across the organization pitched ideas for new and improved products.

Publishing Executive has released the results of its second annual survey on which technologies publishers plan to buy, the objectives behind their investments, and which technologies they expect to drive the most revenue.

Mary Meeker, a partner at Kleiner Perkins Caufield & Byers, gave her annual Internet Trends report presentation at Recode’s Code Conference yesterday, revealing more declines in print ad spending.

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The Media Minute 05.29.2018

As the co-founder of a business-to-business (B2B) agency, things have become more difficult over the last few years for both our agency and our clients.

Under pressure from falling ad spend to media businesses and tooth-and-claw competition from rivals for subscription money, publishers are having to scale back both the types of content they cover – and that’s a good thing.

The already fading interest in the “Yanny vs. Laurel” debate to which we were all subjected a week ago lends further credence to the idea that social media’s one universal truth is: “What works today, won’t tomorrow.”

Tear down those old, traditional database silos of print and digital. Think instead about an integrated audience database.

Facebook’s new ad-labeling policy has come under fire from publishers who are concerned that their news articles will be treated as political advocacy ads.

There are countless free newsletters in B2B publishing, as well there should be. Newsletters do great things.

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The Media Minute 05.22.2018

Here’s a fast fact:  50% of sales time is wasted on unproductive prospecting. (The B2B Lead)

IDAHO FALLS, IDAHO—Cloud-born media content may be all the rage these days, but if you’re looking for substance, it’s hard to beat the purely organic experience of thumbing through a quality full-glossy magazine.

If you are working in today’s challenging publishing industry, chances are you could use a few shortcuts for boosting profitability. After all, publishers are masters of creating high-quality content, but great products do not always equate to making more money.

It may seem strange that we are seeing a resurgence in independent magazines in an era where traditional print has never been more unstable.

Digital advertising is competitive and the subscription business is tough, but digital publishers are finding hope in small-dollar donations.

In the summer of 1973, as I was preparing to enter my junior year in college, Harper & Row published “The New Journalism,” an anthology of articles and book excerpts by the likes of Truman Capote, Norman Mailer and Hunter Thompson.

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The Media Minute 05.15.2018

For years, there seemed to be no end to Google and Facebook’s growing dominance in the digital ad market. Now, there are flickers of light at the end of the tunnel.

The Financial Times yesterday announced the launch of FT Marketing Services, a new end-to-end commercial offering from the FT Group.

You’ve built something new. After planning and polishing, you’re ready to share it with the world. A tweet or Facebook post is not enough. That might get clicks but scarcely the attention your product deserves.

CNN recently reported that the New York Times is planning to run a weekly television series for 30 minutes that “will feature Times journalists at work in the field.”

Publishers Clearing House, the legendary direct marketing company known for its line “You may have already won,” has been hit with a class-action lawsuit, alleging, among things, that its email messages mislead people into thinking they have a better chance of winning prizes if they have purchased from the firm.

When it comes to new publishing opportunities, voice interfaces are right up there alongside AI, augmented reality and blockchain. But voice interfaces come with their own set of unique challenges and more than just a few concerns.

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The Media Minute 05.01.2018

The rise of artificial intelligence in general, and machine learning in particular, has been an emerging theme at DIS for several years now.

Recently I sat down with Thorin McGee, editor-in-chief of sister publication Target Marketing, to discuss the technologies publishers are adopting – and in some cases have mastered – to consider how this impacts the marketing ecosystem.

There’s isn’t much left to say about Joanna Coles that hasn’t already been said. Her celebrity within the magazine industry ballooned during her six year stint as editor-in-chief of Marie Claire and then arguably more so during her four-year tenure at Cosmopolitan.

Despite the exponential rise in programmatic advertising, late payment has become an area of increasing concern.

Hearst Magazines is acquiring a minority stake in Gear Patrol, a digital and print publication focused on products and enthusiast communities, to help the company branch out into more e-commerce efforts to diversify revenue..

The Times of London, which shifted two years ago to a publishing schedule of three daily digital editions, is seeing a payoff in one critical area: attracting and keeping subscribers.

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The Media Minute 04.24.2018

If reports originating from Bloomberg are true, Apple is making a renewed foray into the world of publishing with the launch of a news and magazine subscription service.

INTERACTIONS ON SOME LOCAL PUBLISHERS’ Facebook posts are down by as much as 56 percent compared to the two years prior, despite an algorithm change that Mark Zuckerberg says was deliberately designed to promote news from local sources on the platform.

Maintaining a 130-year-old publication’s place among the world’s most relevant and widely read print magazines means getting a lot of things right

Facebook’s algorithm change earlier this year highlighted that the audiences that publishers and influencers cultivated in these walled-garden platforms are not their own.

Launched last June, Google’s ‘Funding Choices’ platform was designed to help publishers recover lost revenue from ad blockers.

My team believes that by investing in the subscribers we have and making the subscription experience better and better, we’ll be able to help all parts of the subscription business.

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