The Media Minute 05.26.2020

In a digital world where audience attention is stretched thin, content marketing is one way for brands to stand out and engage potential buyers. And because 50% of all B2B marketers outsource part of their content marketing, such as content creation and distribution, B2B publishers can step in to help while generating revenue for themselves.

The Meeting Professional was also able to distribute the digital edition not just to MPI members, but to anyone who has signed up for a webinar or an online course or attended an MPI conference in the past, doubling its distribution from 50,000 in print to 100,000 for the digital edition.

The curve in subscription growth is starting to flatten for some but still remains higher than before coronavirus. Still, publishers including Bloomberg, The New York Times and The Guardian anecdotally say they are seeing signs of stronger retention rates from subscribers who have signed up since February and March.

Publishers that complain about losing advertising revenue to Google can now support those claims with a new academic paper that argues the search giant has abused its power.

Quarantined with a six-year-old child underfoot, Megan Frederickson wondered how academics were managing to write papers during the COVID-19 pandemic. Lockdowns implemented to stem coronavirus spread meant that, overnight, many households worldwide had become an intersection of work, school and home life.

They were easing into it before coronavirus and an economic crisis happened. Now faced with an unprecedented fight for survival, we can expect newspapers across the country to reposition themselves as a public good and seek philanthropic funding.

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