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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Morris Publishing Group is establishing a partnership with the local digital marketing team of magazine and newspaper publishing firm Hearst. Morris announced today that it reached an agreement with LocalEdge, a Hearst Media Services company, to re ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2012-09-26 00:00:00 UTC ]
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Square Peg has acquired a cookery book which explores the history and traditions of sweets, to be... Continue reading at The Bookseller
[ The Bookseller | 2012-09-25 00:00:00 UTC ]
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Penguin is understood to have begun a review of its travel division, with staff informed today (... Continue reading at The Bookseller
[ The Bookseller | 2012-09-24 00:00:00 UTC ]
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#travel publishing
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Publishers say the plan to abolish competing exam boards as GCSEs are scrapped in favour of new... Continue reading at The Bookseller
[ The Bookseller | 2012-09-21 00:00:00 UTC ]
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Black Dog Publishing is kicking off a new series in association with London Underground's... Continue reading at The Bookseller
[ The Bookseller | 2012-09-20 00:00:00 UTC ]
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The European Commission has begun the process of dismantling the agency model after finding... Continue reading at The Bookseller
[ The Bookseller | 2012-09-19 00:00:00 UTC ]
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#agency model
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Apple hasn’t promoted the tablet computer in MPA member magazines since summer 2011. Continue reading at Folio Magazine
[ Folio Magazine | 2012-09-19 00:00:00 UTC ]
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#magazine publishers
#unrequited love
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Apple and four major ebook publishers have offered retailers such as Amazon.com the option to set their own prices for ebooks for the next two years in a bid to end an antitrust investigation in the European Union. The European Commission launched the investigation into allegations of cartel... Continue reading at PC World
[ PC World | 2012-09-19 00:00:00 UTC ]
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#increased competition
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Already the world’s largest global trade exhibition for the news publishing and media industry, the World Publishing Expo is expanding the conferences and seminars that accompany the event, making it even more attractive for the thousands o ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2012-09-18 00:00:00 UTC ]
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#news publishing
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Every minute, a title is added—5150 rue des Ormes, I Hate Hockey, L’envers de l’assiette, À fleur de peau; every hour, a new author is categorized—Patrick Senécal, François Barcelo, Laure Waridel, Martine Latulippe; every day, a new publisher signs on—Alire, Baraka Books, Écosociété, Québec... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-09-14 00:00:00 UTC ]
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Eight new publishers have joined CourseSmart's European ebook rental platform as the company... Continue reading at The Bookseller
[ The Bookseller | 2012-09-14 00:00:00 UTC ]
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Egmont has appointed Stephanie Gauld, the former head of Disney Online Studios, to the newly... Continue reading at The Bookseller
[ The Bookseller | 2012-09-14 00:00:00 UTC ]
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#digital publisher
The Feminist Press will be publishing a Pussy Riot ebook later this month, the publisher has announced. Continue reading at Los Angeles Times
[ Los Angeles Times | 2012-09-13 00:00:00 UTC ]
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#feminist press
Wow. Judge Denise Cote certainly knows how to put a spring in the step of mega corporations. Mere days have passed since she ordered HarperCollins to let retailers to set their own ebook prices, and yet already Kindle bestsellers from that publisher are selling for around $9.99 -- in some cases... Continue reading at Engadget
[ Engadget | 2012-09-11 00:00:00 UTC ]
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Edinburgh University Press and Boydell & Brewer have joined Cambridge University Press'... Continue reading at The Bookseller
[ The Bookseller | 2012-09-11 00:00:00 UTC ]
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#boydell brewer
The price-fixing case turns out well for Amazon but unsettles many others in the industry.Publishing insiders worry that a decisive court ruling benefiting retailer Amazon.com Inc. will undermine an industry already struggling with the transition to ebooks. Continue reading at Los Angeles Times
[ Los Angeles Times | 2012-09-08 00:00:00 UTC ]
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A judge has approved the settlement in the US of three publishers accused of conspiring to fix... Continue reading at The Bookseller
[ The Bookseller | 2012-09-07 00:00:00 UTC ]
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It’s been six years since the privately held Swedish media company Bonnier acquired Weldon Owen, the San Francisco company known for its packaging program built for retail clients as diverse as Williams-Sonoma and Hallmark. In that time, said Terry Newell, CEO and president of Weldon Owen—now... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-09-07 00:00:00 UTC ]
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#american subsidiary
French publishers have relaunched a discussion about the republishing of headlines and the first paragraph of articles by Google and other search engines without... Continue reading at PC World
[ PC World | 2012-09-05 00:00:00 UTC ]
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#french publishers
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Digital and print-on-demand technology has made self-publishing much easier. But for every self-published work that gains traction, the overwhelming majority of books don't. Continue reading at The Atlantic
[ The Atlantic | 2012-09-05 00:00:00 UTC ]
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