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Marketing / September 14, 2016 Selling Digital Content? Seven Questions to Answer
Selling Digital Content? Seven Questions to Answer

By Rob Ristagno

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The publishing business model is undergoing a transformation. More and more digital content creators supplement their advertising dollars with revenue directly from the reader through “digital products” – for example, content behind a paywall (known as “paid digital memberships”), webinars, ecourses, ebooks, etc.

Why the change? It’s risky to depend so heavily on advertising. Over the past five years, 35% of print ad spend has dissipated. It’s challenging to make up for that online since pricing has Read More

Marketing / June 14, 2016 How To Increase Newsletter Subscriptions With Personalized Recommendations
How To Increase Newsletter Subscriptions With Personalized Recommendations

By Assaf Dudai

 

Personalization is a growing segment of online marketing. If in the past a one-size-fits-all was enough, today’s audience demands more. The idea behind personalization is a straightforward one: personalize your message and you’ll see better results. Think about it like calling someone by their name instead of just shouting, “Hey you”; in which case are you more likely to get a response?

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Marketing / May 18, 2016 Medium for Publishers: What Media Companies Should Know
Medium for Publishers: What Media Companies Should Know

By Katie Carlin

Take a look at Medium, and you’ll find a passionate community of smart people who love great content: you’ll see commenters, sharers, and writers who are seeking out a forum to share their thoughts. Founded by Twitter co-founder Evan Williams in 2012, Medium has created an entire social media ecosystem around thoughtful, engaging content. And now, the company is opening its doors to publishers who are seeking new opportunities to reach new audiences.

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Marketing / April 19, 2016 Using Audience Data to Power Native Ads
Using Audience Data to Power Native Ads

By Greg Brown

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Native advertising is on the rise for publishers—and that’s a good thing. In recent years, media companies have been dealing with the perfect storm: industry-wide programmatic ad revenues are on the decline while ad blocking is on the rise. The bottom line for these trends is that consumers are extremely picky about their online experiences. Readers want and will always want great content, but they don’t ads to interrupt their browsing experiences.

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Marketing / April 12, 2016 How Should Publishers Deal with Platform Overload?
How Should Publishers Deal with Platform Overload?

By Rob Litterst

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As a marketer for a media company, the world is your oyster. From SnapChat to Instagram and even classics like Facebook, Twitter, LinkedIn, and Pinterest, you have a wealth of available options to bring into your distribution strategy. If you sit down and ask yourself which you’d like to pursue, you’d likely respond with ‘all of them’—each social media channel and social network brings a unique set of strengths and weaknesses to the table. Why not cast your net wide?

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Marketing / March 23, 2016 How Publishers Can Use Digital to Push Print Sales
How Publishers Can Use Digital to Push Print Sales

By Greg Brown

Publishing revenues may be moving online, but that doesn't mean print is dead.

In fact, parts of the media industry are moving in the opposite direction and investing in print as complements to their core brands and user experiences. While magazines, on the whole, may be waning in sales and migrating to a digital environment, other types of products continue to remain popular among readers such as textbooks, case studies, companion books, and niche magazines. And as the American Marketing Association points out, even circulation-based magazines are still popular: rather than reaching a broad scale audience, however, it’s the most engaged buyers who are continuing to read them.

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Marketing / March 15, 2016 Personalize or Perish: The Definitive Guide to Personalization for Digital Publishers [New Ebook]
Personalize or Perish: The Definitive Guide to Personalization for Digital Publishers [New Ebook]

By Juliana Nicholson

Readers are being bombarded by more and more content each and every day. This overwhelming volume of articles, videos, status updates, and more is causing audiences to bounce faster from websites, click "delete" immediately on emails, and use any method available to tune our the noise.

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Marketing / March 9, 2016 The Loss of Content Distribution: What’s Happening and What Media Companies Can Do
The Loss of Content Distribution: What’s Happening and What Media Companies Can Do

By Rob Litterst

Media companies are beginning to experience something that is akin to a hypothetical zombie apocalypse. As the Internet becomes more mainstream and global, with new populations and devices making their way online, web traffic is waning. There are many newcomers to the digital media market: brands are creating content to promote loyalty and engage their audiences. Independent writers are launching blogs and building their own followings. Audience fragmentation is the new norm, and media companies are struggling to hold on to their audiences.

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Marketing / February 25, 2016 From Email Metrics to Inbound Marketing: Taking Advertising Options to the Next Level
From Email Metrics to Inbound Marketing: Taking Advertising Options to the Next Level

By Christian Mongillo

When it comes to email marketing, one of the biggest challenges that media companies face today is the ability to translate insight into action. The reason? When publishers deploy email campaigns, it’s usually to deliver some value to the advertising side of the business. There may be partners who are sponsoring newsletters, or marketing teams may be looking for added-value ways to drive more traffic to display ads.

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Marketing / February 17, 2016 Unifying Your Database to Increase Event Registration: Essential Tips
Unifying Your Database to Increase Event Registration: Essential Tips

By Katie Carlin

Events are some of the biggest opportunities in media today. Just take a look at companies like O’Reilly and FastCompany that thrive on their abilities to unite crowds together. With a global, worldwide audience, media companies are in a great position to take their brand-building platform to the next level and introduce new revenue streams.

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Marketing / January 27, 2016 Getting Inbound Buy-In from Your Media Sales Team
Getting Inbound Buy-In from Your Media Sales Team

By Christian Mongillo

Any marketer will tell you: happy salespeople are the currency of a job well-done. When you bring awesome leads to your account reps, you make their jobs infinitely easier. Instead of weeding through mismatched prospects, they can focus on closing deals with solid fits. This efficiency is especially important in the media world where established sources of revenue are waning, and publishers are needing to get creative in how they’re keeping their businesses alive.

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Marketing / January 5, 2016 Resolutions Your Publication Should Make in 2016
Resolutions Your Publication Should Make in 2016

By Rob Litterst

No matter what industry you’re in, the first weeks of January always feel like a big storm has hit and passed. In a few weeks, your year is going to start ramping up again, and 2016 will start to feel like a routine. Big projects will start to take off, and you’ll miss those ‘moments between the lines’ that you’ve loved for brainstorming, tinkering, and exploring.

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Marketing / November 5, 2015 Sponsored Content: Why Publishers Have the Write Stuff
Sponsored Content: Why Publishers Have the Write Stuff

By Rob Litterst

 

Sponsored content has recently come under fire from writers. Why? There’s an idea of sponsored content being lower in quality and integrity. In some cases, this is definitely true: there are companies out there that pump out slimy sales pushes. But there are also companies that provide a platform for independent, thought-provoking articles. These companies are literally paying journalists and media companies to have their own voice. It’s these pieces of sponsored content and native ad campaigns that are truly great.

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Marketing / October 22, 2015 Perfecting the Sponsored Content Pitch for Advertisers: 3 Must Haves
Perfecting the Sponsored Content Pitch for Advertisers: 3 Must Haves

By Tyler Rhodes

As you consider implementing a sponsored content offering, it’s important to remember that like any other type of ad inventory, sponsored content won't sell itself. Rather you need to have a sales team well-equipped to sell inbound to new and existing advertisers who may be less familiar with the methodology or benefits behind it.

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Marketing / October 19, 2015 Google Ad Viewability: 5 Factors That Can Determine Whether People See Your Ads [Infographic]
Google Ad Viewability: 5 Factors That Can Determine Whether People See Your Ads [Infographic]

By Carly Stec

What's the most viewable ad size? How does page position influence viewability? Is viewability affected by ad blocking applications? And what's an average viewability rate, anyways?

These are the questions many were left with when the Media Rating Council lifted its Viewable Impression Advisory back in 2014. As a result of this change, marketers and advertisers switched their focus from served impressions to viewable impressions. 

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Marketing / October 6, 2015 Viewability? It’s the Least of Publishers’ Worries
Viewability? It’s the Least of Publishers’ Worries

By Tyler Rhodes

Once upon a time, clicks and impressions were the currency of digital media. But today, times are changing. With banner blindness being the norm, advertisers are looking for new ways to get more out of their digital advertising investments. They’re looking to build long-term relationships through leads that they can nurture. The problem? There’s often a disconnect between media companies and advertisers.

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Marketing / October 1, 2015 How Ad Blocking Works: Everything You Need to Know
How Ad Blocking Works: Everything You Need to Know

By Lindsay Kolowich

When Apple unveiled its new iPhone and iOS 9 operating system two weeks ago, it dropped a proverbial wet blanket on marketers everywhere: A new feature in the operating system called Content Blockers will now allow iOS 9 users to install ad blocking applications from the App Store. These ad blocking applications will let people easily block advertising, trackers, and other third-party scripts.

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Marketing / September 29, 2015 Take Your Audience Development Inbound
Take Your Audience Development Inbound

By Corey Beale

It’s getting harder—much harder—for media companies to acquire engaged audiences. There are two major reasons behind this trend: there’s a lot of content floating around the Internet, and readers’ attention spans are spread thin as a result. Not to mention, audiences will often find content through feed-style engines on Facebook and Twitter or through search engines when they’re looking for information, in-the-moment.

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Marketing / September 25, 2015 Inside BuzzFeed With Jonah Peretti: The Secrets to the Media Empire's Growth [Podcast]
Inside BuzzFeed With Jonah Peretti: The Secrets to the Media Empire's Growth [Podcast]

By Ginny Mineo

When Jonah Peretti was in college, he didn't think he'd be founding and growing two of the biggest internet media empires in the world. He was an environmental studies major who took computer classes on the side -- but he was always curious about why ideas spread. 

Ten years after he graduated college, this same curiosity spurred him to build The Huffington Post and BuzzFeed, which are now regarded as some of the most popular sites on the web.

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Marketing / September 24, 2015 Ad Blocking is Becoming a Real Threat: Here's What Publishers Can Do About It 
Ad Blocking is Becoming a Real Threat: Here's What Publishers Can Do About It 

By Greg Brown

 

Ad blocking is causing a lot of stir in the the news lately, most recently brought into the spotlight by Apple's release of iOS 9. That which has come to keep the lights on for many publishers is now seriously at risk of being taken away if ad blocking continues to scale and prevent display ads from being served to mobile users. 

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Marketing / September 22, 2015 Publishers: Are You Exhausting Your Email List?
Publishers: Are You Exhausting Your Email List?

By Rob Litterst

The emphasis that publishers are placing on their email lists is stronger than ever. HubSpot’s Publishing Benchmarks Report shows that 64.6% of B2B and 48% of B2C media companies rely on email banner ads and newsletter sponsorship for monetization. The reason why is clear: email remains one of the most direct ways to engage audiences. Research from VentureBeat shows that email marketing delivers the highest ROI of all marketing channels.

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