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
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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
January 4 2013
Four days into 2013 and the publishing industry has already seen a blossoming of paid content models. First, Andrew Sullivan, the popular blogger who has most recently been affiliated with The Daily Beast, announced on Wednesday that he was amicably severing ties with his corporate parent and will be embarking on his own. This separation [...]
Tags: advertising, andrew sullivan, blogs, nate silver, paid content, paywall, revenue
Tags: advertising, andrew sullivan, blogs, nate silver, paid content, paywall, revenue
December 4 2012
Before brands were “brands” and well before the ubiquitous belief that “content is king”, companies created materials to promote their products and communicate directly with consumers. The first American ad–for an Oyster Bay, Long Island estate in 1704–set the tone for the next 300 years. The consumer was told something was good and they were [...]
Tags: advertising, brands, Red Bull, Stratos
Tags: advertising, brands, Red Bull, Stratos
October 31 2012
Last week, John Micklethwait, editor-in-chief of The Economist, spoke on NPR’s “The Diane Rehm Show”, along with Stephen Shepard, dean of the City University of New York (CUNY) Graduate School of Journalism and former senior editor at Newsweek and BusinessWeek. Given the recent announcement by Newsweek and the difficulties most print publishers are going through, [...]
Tags: advertising, content, ideas, journalism, magazines, publishing
Tags: advertising, content, ideas, journalism, magazines, publishing
October 29 2012
Most brands’ websites aren’t part of the natural flow of the internet. Most of them sit in the middle of the web and don’t live where most of the web traffic happens (usually on publishers’ websites). As a result brands have spent billions of dollars to move internet traffic from the flow to their sites. [...]
Tags: advertising, banners, content, widgets
Tags: advertising, banners, content, widgets
