In the transparent marketplace it's what you do, not what you say, that makes the difference, and that's good for sustainabilityIn New York's Central Park recently, an old man was selling "Banksy paintings" for $60 apiece. His booth was right next to others selling everything from second-hand books to flowers, fruits and vegetables, as well as other art posters.During the entire day, only three paintings were sold, but what looked like any other booth turned out to be another provocative stunt by the artist Banksy himself. The works of art were real and their lucky new owners had snatched a bargain worth tens of thousands of dollars.This stunt illustrates the essence of marketing: the difference between perceived value and real value. In the advertising world, we work to build perceived value and tell people why product X is worth more elevating its appearance or its basic product attributes.Today, people's brand loyalty is still somewhat high, but it's rapidly losing ground, as illustrated by Havas's study, Meaningful Brands, where two-third of consumers across markets said they don't care whether the majority of brands survive or not. We're fast moving towards a world where shouting loudest just won't cut it anymore.When did you last make a big purchase without doing a quick search online? Or posting a Facebook update: "Any good recommendations for a travel company to Vietnam?" The transparent market is making our purchase decisions more conscious and that's good news... Continue reading at 'The Guardian'
[ The Guardian | 2013-12-04 00:00:00 UTC ]
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Oakley Capital, which has controlling stake in magazine, intends floating company on London AIM market in JuneTime Out, the lifestyle and listing magazine turned international digital media business, is planning a stock market flotation later this year.Oakley Capital, which acquired a... Continue reading at The Guardian
[ The Guardian | 2016-04-29 00:00:00 UTC ]
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On October 18, 2016, The Markets: Global Publishing Summit will showcase seven publishing regions you can’t afford to ignore. Here we offer brief glimpses into each of these markets. The post Snapshots of Seven Vibrant Publishing Markets: Frankfurt Book Fair appeared first on Publishing... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-04-14 00:00:00 UTC ]
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Harlequin UK and Harlequin North America are joining forces to jointly acquire and promote fiction for their respective trade imprints across world English markets. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-04-13 00:00:00 UTC ]
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Facebook is trying to sweeten the deal for Instant Articles publishers. At its F8 developers conference today. the social network showed off expected new video ads, which can go right into Instant Articles. It also discussed its new branded content policies, which allow publishers to create... Continue reading at Digiday
[ Digiday | 2016-04-13 00:00:00 UTC ]
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Last year the Frankfurt Book Fair and Publishing Perspectives launched a new conference, the Markets: Global Publishing Summit. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-04-11 00:00:00 UTC ]
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Verified publishers now have the platform's blessing to distribute sponsored content—provided they do so within the guidelines. The post Facebook Opens Up Branded Content to Publishers appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-04-08 00:00:00 UTC ]
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The colouring book boom and continued strength in UK education publishing was not enough to compensate for tough export markets in 2015, notably in the US, according to statistics collated by the Publishers Association. The invoiced value of UK publishers’ sales of books for export fell 3% year... Continue reading at The Bookseller
[ The Bookseller | 2016-04-08 00:00:00 UTC ]
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Facebook has long prohibited publishers, celebrities and influencers from taking advantage of its vast platform to post branded content on their pages, unless it was part of a paid ad campaign on Facebook. As the rules said:"Advertising on Pages: Third-party advertisements on Pages are... Continue reading at Advertising Age
[ Advertising Age | 2016-04-08 00:00:00 UTC ]
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Branded content and product placement are now A-OK with Facebook if marketers with verified pages on the platform follow the rules. The social media giant today began offering tags that companies can use to mark their videos and other content as branded content, though they are not allowed to... Continue reading at AdWeek
[ AdWeek | 2016-04-08 00:00:00 UTC ]
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Facebook has officially updated its policy and now allows publishers to post ads in the form of branded content to their pages. Media outlets had been hoping to help driving more money from all their efforts on the social network. The new rules allow verified pages, from publishers like NowThis... Continue reading at Digiday
[ Digiday | 2016-04-08 00:00:00 UTC ]
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The announcement of a new imprint might seem like another corporate PR exercise. Why bother when few - if any - readers buy a book because of a logo on a spine? Of course, while the launch of Trapeze - our new imprint under the Orion umbrella - is a positive news story about the wider company,... Continue reading at The Bookseller
[ The Bookseller | 2016-04-07 00:00:00 UTC ]
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A modern storytelling strategy, aimed at being relevant, authentic, and contextual, isn't all that different for publishers. The post What Verizon Learned From a Pivot to Brand Journalism appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-04-07 00:00:00 UTC ]
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Lexus dealers were so unnerved by online ad fraud a couple years back that they began urging Monica Mellier, group media director at the agency Team One, to redirect their ad dollars from digital media to legacy platforms such as TV or outdoor signs."We had a lot of conversations about how we... Continue reading at Advertising Age
[ Advertising Age | 2016-04-07 00:00:00 UTC ]
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Kik has launched its own chatbot shop, further opening the floodgates to users who want to engage with messaging apps from brands and publishers arriving on the Canadian messaging platform. Starting today, Kik's Bot Shop will begin allowing users to download bots for entertainment, customer... Continue reading at AdWeek
[ AdWeek | 2016-04-05 00:00:00 UTC ]
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This week in honour of The Bookseller magazine's London Book Fair special in print, and with it being a week before the fair itself, I thought it would be great to interview LBF's marketing manager Helen Clifford on what her job entails and her advice to those looking to get a job in books. Continue reading at The Bookseller
[ The Bookseller | 2016-04-05 00:00:00 UTC ]
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Vice and National Geographic lead the way. The post Magazine Brands Well-Represented Among Webby Awards Finalists appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-04-05 00:00:00 UTC ]
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Richard Smullen says a painfully long wait for a Delta Air Lines customer service rep inspired him to join the world of artificial intelligence. One night about a year ago, having grown tired of waiting for a phone operator to change his flight, he turned to the airline's mobile app—only to... Continue reading at AdWeek
[ AdWeek | 2016-04-04 00:00:00 UTC ]
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Print is losing out to television, adblocking is on the rise and newspapers are struggling to prove their worth to ad businessIn August last year a consortium of Britain’s leading national newspaper publishers launched an advertising campaign to draw attention to the merits of their titles as... Continue reading at The Guardian
[ The Guardian | 2016-04-03 00:00:00 UTC ]
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A report from Nielsen about India's book market shows rising literacy rates and education, complicated by 22 languages and over 1,600 dialects. The post Is It Time for India’s Book Market to Gain ‘Industry’ Status? appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-04-01 00:00:00 UTC ]
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A survey of independent digital-first publishers reveals a wide array of growth strategies, including starting a print program. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-04-01 00:00:00 UTC ]
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