The Media Minute 10.27.21

When it comes to organic or paid content marketing, it’s about figuring out how to use data to enhance and optimize your digital strategy. Utilizing this data has never been easier, thanks to the king of search engine analytics: Google Analytics. Understanding Google Analytics helps you produce content that your target audience wants to see. The platform provides actionable insights, like click-through and bounce rates, time spent on page, and more.

U.S. ad spending rose 10.2% in September vs. the same month a year ago, according to a MediaPost analysis of an updated composite of actual ad spending from the major agency holding companies. The composite, an updated version of the U.S. Ad Market Tracker launched in partnership with Standard Media Index in 2015, represents a more comprehensive pool of data contributed by all of the holding companies and was necessary to provide a more accurate view of the marketplace.

The pace of change in our industry means that even the biggest, most successful, companies need to continually innovate, refresh and reinvent what they do and how they do it. Those who don’t risk being left behind, overtaken by digital upstarts, or blown away by more established players with deeper pockets and a longer transformational runway. I asked 10 experts — leading media practitioners, researchers and scholars around the world — for their insights around what constitutes innovation, the barriers to implementing it, and how to overcome these roadblocks.

Nowadays, no single revenue stream is enough to sustain, let alone grow, a digital publication. Instead, online publishers are relying on a combination of revenue streams to ensure they can bring in sufficient capital. And according to former head of Hearst magazines, David Carey, there just may be a magic number: “You need five or six revenue streams to make the business really successful.” While there are numerous potential revenue sources, most companies will find success by creating their own “mix of six” streams that are suited for their individual publications.

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