The Media Minute 05.05.2020

Marketing leaders around the world are struggling to strategize around the COVID-19 pandemic. Especially top of mind is how to reach and engage your audience. Email might seem like the best option right now. After all, email is a channel your audience trusts, and it lets you maintain consistent voice while reaching people instantly.

The global spread of COVID-19 has had a damaging effect on many publishing businesses. However, “subscription businesses are proving to be resilient,” according to an analysis of over 700 subscription-based companies by Zuora, the publisher of The Subscription Economy Index.

The coronavirus content surge happened across all formats, including video on platforms like Facebook and YouTube, where publishers saw a surge in viewerships in March for virus-related videos. Now, that viewer interest is tapering off, and publishers are inching back to more of their regular programming mix.

Publishers that are planning to reopen their offices as cities and states begin to ease pandemic lockdowns face numerous decisions about how to safeguard workers. As long as the coronavirus is a significant health threat, publishers must determine how to adapt almost every part of their operations.

By the end of 2020, the total number of Facebook users is expected to reach an all-time high of nearly 1.7 billion people around the world. That’s a lot of eyeballs. It’s also a lot of pressure when you have a business and are trying to figure out a strategy for optimizing your tactics for targeting ads efficiently and effectively.

Gannett, the nation’s largest newspaper chain and owner of USA Today and 260 other daily publications, announced it was implementing pay cuts and furloughs across the company as the coronavirus pandemic forced businesses to close and local advertising to plummet.

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