With decreasing print ad revenue, traditional publishing companies have been forced to adapt to market forces and find new sources of income in the digital era. Publishing and media companies have explored and experimented with offering marketing services to small and medium-sized businesses (SMBs). Now, publishers are committing to this change and putting money toward [...]
Tags: advertising, marketing, publishing
March 27 2013
Comments
March 21 2013
For a long time mass marketing has focused on one-way communication: brands talking to consumers. Even most direct marketing, while more targeted than mass marketing, operated in the one-way conversation paradigm. There were exceptions, such as telemarketing, that involved reaching customers and prospects on the phone (hence two-way) and customer intercepts at places like malls. [...]
Tags: advertising, gatorade, oreo, pepsi, Twitter
Tags: advertising, gatorade, oreo, pepsi, Twitter
February 27 2013
When the latest YouTube redesign was launched in December 2012, it was greeted with surprisingly little discussion. A vocal handful of users complained about the revised search and increased importance of subscriptions, while restrained welcome was given to the cleaner design. But conversation quickly faded, and few questioned the motivation for the update and who [...]
Tags: brands, content marketing, TV, YouTube
Tags: brands, content marketing, TV, YouTube
Innovations in publishing
Inside the Dow Jones R&D department
February 25 2013
It’s a classic variation of the “innovator’s dilemma“. Large, legacy publishers recognize that their business models are changing dramatically, yet they can’t afford to shift resources into developing the risky new technologies that may–or may not–rescue their companies. To address this dilemma, publishers have started experimenting with a new solution: innovation labs. In the past few [...]
Tags: dow jones, innovation, R&D, Wall Street Journal
Tags: dow jones, innovation, R&D, Wall Street Journal
Tablets represent a huge opportunity for magazines, but more needs to be done to attract advertisers
February 21 2013
After a decade of painful declines in readership and ad sales during the media market’s transition to a digital-first model, magazine publishing has finally seen signs of opportunity and a potential rebirth. The sharp increase in tablet units being sold and the concurrent growth of magazine subscriptions optimized for these devices point to a potential [...]
Tags: ads, digital editions, magazines, publishing, tablet
Tags: ads, digital editions, magazines, publishing, tablet
February 20 2013
The explosion of apps–be they games, content or productivity enhancers–has been one of the biggest drivers of the success of the smartphone. But paying for apps is now starting to decline. If this can’t be reversed, then publishers may need to rethink their business models–just as they’re starting to get a handle on digital distribution. [...]
Tags: app, digital publishing, McKinsey, publishing
Tags: app, digital publishing, McKinsey, publishing
