The Media Minute 04.28.2020

Faced with shrinking ad revenue during COVID-19, magazine publishers are being forced to ask tough questions about their upcoming print issues. Some are scaling back circulation or frequency to cut costs, while others are suspending print runs altogether. In most cases, they’re taking a second look at their digital editions.

With the end in sight for third party cookies following Google’s bombshell announcement in January, first party data is set to become the dominant currency in the digital ad market. Publishers are in a unique position to take advantage of this, with direct reader relationships.

Bayer’s in-house agency is changing where the company’s digital advertising shows up, adding more retail media channels to the media mix, after seeing consumer behavior shift to online shopping in mid-March and all throughout April.

There is more evidence that readers have lost interest in news about the coronavirus pandemic, which appears to have peaked in mid-March. The shift signals that publishers should consider highlighting other kinds of content with web traffic likely to remain elevated until the end of lockdowns.

Curating an effective email list for your company is a lot like creating a playlist of songs for a party. It takes time, consideration,and awareness of who you’re trying to connect with. You don’t make your friends listen to a bunch of random songs in an attempt to get their attention.Instead, you hand-pick tunes that you know will get the crowd excited.

As many local newspapers are scaling back or no longer publishing, some hyperlocal news and digital companies are making a profit. One of the more successful has been Patch. Patch covers such localized information as car accidents, criminal activity, store openings, real estate news, weather or school board information.

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