The Media Minute 09.04.2018

Four decades after debuting as an insert in a 1978 issue of Playboy, Food & Wine’s 40th Anniversary campaign celebrates not only its 24,000 published recipes and its collaborations with world-renowned chefs, but also the year of growth the brand experienced across its digital, social, video, events and print platforms.

We’ve all heard it before, print dollars have been replaced by digital dimes, and it’s only worsening with the increase in readers using adblockers.

From a purely commercial perspective, user traffic is the main resource produced by digital news publishers. Most established news publishers mainly convert this resource into revenues by selling advertising and exposing their own paid-for journalism to potential subscribers.

It was only a matter of time before publishers’ commerce operations started to get a little more programmatic.
Over the past year or so, a number of publishers, including Purch, MSN, Wirecutter and Allure have been experimenting with making the links in their commerce content biddable, adding a layer of automation to a normally human-powered process.

Though the UK’s vote to exit the EU and the election of Donald Trump may have roiled the British and American public, both have been great for subscription sales. Stories of the readership surge caused by the Trump Bump and the Brexit Bounce are legend among audience development professionals.

In the early days of digital publishing, publishers and ad networks were free to load up their sites with ads anywhere on the page without a thought for whether or not they were going to be seen. According to some analysts, this left more than 50% of ads delivered online going unseen..

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