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 ]
News tagged with:
#results follow
#digital revenue
#native advertising
After packaging for a number of American publishers, among them Focal Press, St. Martin’s, Abrams, and Chronicle, U.K.-based Ilex Press is entering the U.S. with its own line of books that is being distributed by Ingram Publisher Services. Founded in 2000 by U.K. publishing veteran Alastair... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-07-27 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#publishing market
#american publishers
Four local online newsrooms have united to broaden New Orleans’ news options. The mission of the newly formed New Orleans Digital News Alliance is to connect independent digital news organizations for the benefit of our readers and to stren ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2012-07-24 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#online publishers
Websites and apps by non-traditional publishers are most useful for travellers, according to an... Continue reading at The Bookseller
[ The Bookseller | 2012-07-24 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#travel publishing
Headline has acquired contemporary erotic novel, Because You Are Mine by Beth Kery, and will... Continue reading at The Bookseller
[ The Bookseller | 2012-07-24 00:00:00 UTC ]
More news stories like this |
Headline has acquired a new humour title, Texts from Dog, billed as "the first ever Tumblr... Continue reading at The Bookseller
[ The Bookseller | 2012-07-23 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#humour title
The parent company of Penguin Books, Pearson, has bought one of the biggest self-publishing companies, Author Solutions Inc (ASI). Continue reading at BBC News
[ BBC News | 2012-07-20 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#penguin buys
#penguin books
#author solutions
A prominent Senate Democrat sided with Apple this week, and called on the Justice Department to drop its ebook lawsuit against the Cupertino, Calif. company. Sen. Charles Schumer (D-N.Y.) wrote in an opinion piece that appeared in the Wednesday edition of the Wall Street Journal that a victory... Continue reading at Betanews
[ Betanews | 2012-07-20 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#justice department
#ebook lawsuit
#opinion piece
#ebooks market
If it wasn’t clear before that self-publishing is transforming the book industry, Pearson’s $116 million acquisition of self-publishing vendor Author Solutions Inc. should wipe away any lingering uncertainty. The purchase of Author Solutions—which has 1,600 employees, has published 150,000... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-07-20 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#big time
#book industry
#$100 million
The publisher has bought a Bloomington, Ind.-based company called Author Solutions, which so far has attracted 150,000 authors releasing their own books. Continue reading at The New York Times
[ The New York Times | 2012-07-19 00:00:00 UTC ]
More news stories like this |
Publishing is getting a starring role at London’s Design Museum this week while its... Continue reading at The Bookseller
[ The Bookseller | 2012-07-16 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#design museum
#starring role
HarperCollins is attempting to help readers live out their Fifty Shades of Grey-inspired... Continue reading at The Bookseller
[ The Bookseller | 2012-07-13 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#fifty shades
A global publishing approach can take many forms. For Parragon Publishing, which started in the late 1980s as a conduit to get books into U.K. supermarket chains, the key is tailoring content that can roll out across borders in one fell swoop. Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-07-13 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#parragon publishing
#late 1980s
#supermarket chains
#fell swoop
Guardian Books is to publish a title by the newspaper's columnist The Secret Footballer.... Continue reading at The Bookseller
[ The Bookseller | 2012-07-12 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#guardian books
#secret footballer
Publishers are "missing out" on ebook sales to schools because of the lack of a... Continue reading at The Bookseller
[ The Bookseller | 2012-07-12 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#ebook sales
Simon & Schuster has snapped up a two-book deal from self-published author Jamie McGuire in a... Continue reading at The Bookseller
[ The Bookseller | 2012-07-12 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#ss snaps
#simon schuster
Six titles from indie publishers plus three from self-published writers, have been longlisted for... Continue reading at The Bookseller
[ The Bookseller | 2012-07-12 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#self-published titles
#polari longlist
#indie publishers
#self-published writers
Andrew Hodder-Williams has been appointed to the role of publishing director at Lion Hudson.... Continue reading at The Bookseller
[ The Bookseller | 2012-07-11 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#lion hudson
WASHINGTON (NNPA) – Highly-respected media and entertainment executive William G. Tompkins, Jr. has been named president and chief executive officer of the National Newspaper Publishers Association, a federation of more than 200 Black-owned ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2012-07-11 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#named president
Despite a troubled print advertising market, publishers still believe in the power of glossy paper and ink: They launched 114 magazines in the first half of 2012. That puts the year roughly on par with 2011, when 111 new titles appeared during the same period, according to online database... Continue reading at Crains New York
[ Crains New York | 2012-07-09 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#local advertising
#american media
#advertising side
#ad dollars
#ad pages
While there has been some grumbling in the industry about the ethics and logistics when literary agents start acting as publishers, many firms are now offering a suite of services in this area. Only a handful of agencies are actually publishing titles by their clients through in-house divisions,... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-07-06 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#publishing titles