When Walgreens launched a new loyalty program for its beauty lines in 2016, it coupled it with an advertising campaign to drive signups. As part of this campaign, it turned to the USA Today Network to reach its target audience: Women. What’s odd about picking the USA Today Network for this outreach? USA Today doesn’t have dedicated beauty vertical. It didn’t matter. USA Today’s content reaches “half of all women in America,” says Kelly Andresen, head of GET Creative, USA Today Network’s branded content studio. While the number is impressive, Andresen’s team used more than that one data point to convince Walgreens that they could drive the signups, even without the dedicated beauty space. Through the USA Today Network, her team had details about what beauty content would draw the most readers in, and what mix of content would be required in order to draw a signup. There’s a philosophical battle within the advertising space. For some, data and analytic acolytes dictate where, when and how the online dollars are doled out based on the feedback of their research. Meanwhile, others still believe that creative teams should drive the concept before turning to the data to dictate placements. Publishers, by and large, take a middle ground approach, allowing them to appease both needs dependent on what asks comes their way. However, it’s no longer simply selling advertisers on the size of the platform. Instead, it’s detailing just how well they know their audience, both from a data... Continue reading at 'Folio Magazine'
[ Folio Magazine | 2018-07-23 00:00:00 UTC ]
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Creative Access has released research to coincide with its 10-year anniversary, revealing the disproportionate impact of Covid-19 on people from under-represented groups in publishing, including a sharp decline in financial stability. Continue reading at The Bookseller
[ The Bookseller | 2021-12-17 03:20:02 UTC ]
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Presented by Rise Join a panel led by editor-in-chief Jim Cooper as Digiday and Rise kick off 2023 with a special preview of the upcoming Digiday Publishing Summit. As our editors prepare to put a lens on revenue, data and editorial strategies at the Vail summit this March, RSVP to save your... Continue reading at Digiday
[ Digiday | 2023-01-05 15:47:27 UTC ]
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Publishers shared insights at the Digiday Publishing Summit at the end of September in Miami. The post Publishing Summit Recap: Publishers establish infrastructure to future-proof data sets appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2021-10-19 04:01:00 UTC ]
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The Canadian digital platform is using machine learning to discover what readers want. Continue reading at Publishers Weekly
[ Publishers Weekly | 2018-09-14 00:00:00 UTC ]
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Andrew Franklin, m.d. of Profile Books, gives a publisher's perspective on the topic of author pay. Continue reading at The Bookseller
[ The Bookseller | 2018-03-03 00:00:00 UTC ]
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From soaring costs to the competition of subscriptions: HarperCollins UK CEO Charlie Redmayne addressed the fundamentals at Frankfurt. The post Publishing Perspectives Forum: Charlie Redmayne appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2022-12-02 21:30:55 UTC ]
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The pandemic, branding, and geopolitical politics were on the table in Juergen Boos' conversation with CEOs of Scholastic and Ravensburger. The post Publishing Perspectives Forum: ‘What Young Readers Need’ appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2022-11-03 14:51:13 UTC ]
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Creative Access is launching a career development bursary with McLaren Racing following research showing 70% of people interested in a publishing job have not applied because of financial obstacles. Continue reading at The Bookseller
[ The Bookseller | 2021-10-27 01:54:56 UTC ]
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Lawyers say the Internet Archive's sweeping demand for 10 years worth of monthly sales data is "burdensome in the extreme" and legally "irrelevant." Continue reading at Publishers Weekly
[ Publishers Weekly | 2021-08-13 04:00:00 UTC ]
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In their filing August 9, IA lawyers insist the sales data is crucial to its fair use defense in a lawsuit filed last year, while the plaintiff publishers have balked at the extraordinary request. Continue reading at Publishers Weekly
[ Publishers Weekly | 2021-08-09 04:00:00 UTC ]
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Most digital publishers connect to Google’s ad tech in some way, but those reliant on open programmatic ad exchanges, and without robust first-party data solutions, could be hurt by Google's data decisions. The post ‘We don’t have visibility’: Google’s ad targeting limits expose publishers with... Continue reading at Digiday
[ Digiday | 2021-03-08 05:01:00 UTC ]
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The next Publishing Perspectives Talk at the 2020 Frankfurt Book Fair is on the digital-format usage by consumers during pandemic lockdowns. The post Publishing Perspectives Talk: ‘Digital Format Adoption and the Pandemic’ appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-10-15 20:46:14 UTC ]
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The Italian Publishers Association joins us today at Frankfurter Buchmesse Special Edition talking about its 'New Books From Italy' program. The post Publishing Perspectives Talks: Italian Book Market Narrows Losses to 7 Percent appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-10-15 15:25:47 UTC ]
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The trio of Publishing Perspectives Talks this year brings together some of the sharpest players in their respective sectors for agile debate. The post Frankfurter Buchmesse Online: Our Publishing Perspectives Talks 2020 appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-10-12 02:42:40 UTC ]
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Book export organization Brazilian Publishers has a full lineup of online events during the Frankfurter Buchmesse week, as well as a catalogue of titles with rights available. (Sponsored) The post ‘Brazilian Publishers’ Brings Creativity and Content to Frankfurt appeared first on Publishing... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-10-12 02:30:18 UTC ]
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IDW Publishing has named Nachie Marsham its new publisher, while Veronica Brooks, formerly senior director to the v-p of creative affairs, has been promoted to v-p of creative affairs. Continue reading at Publishers Weekly
[ Publishers Weekly | 2020-09-02 04:00:00 UTC ]
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South China Morning Post is the latest news publisher to build its own first-party data platform, which it’s calling Lighthouse. Continue reading at Editor & Publisher
[ Editor & Publisher | 2020-06-29 16:45:21 UTC ]
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I have been writing children's books for over 10 years now. I have worked as an editor in children's publishing houses for 15. For the last 18 months, I have been mentoring writers and illustrators of colour, and doing my best to try and explain how publishing works. How to navigate this... Continue reading at The Bookseller
[ The Bookseller | 2020-06-26 10:43:21 UTC ]
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A group of B2B publishers and ad tech firms are banding together to curtail the harvesting of publisher-specific data from online ad auctions by third-parties, a practice they argue is an unauthorized breach which places their relationships with their audiences at risk. Referred to as data... Continue reading at Folio Magazine
[ Folio Magazine | 2020-06-17 21:29:40 UTC ]
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