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
Maybe Apple isnt so untouchable after all. The device maker, which has been locked in a battle with publishers, made a surprise concession recently, dropping a pricing requirement for its App Store that irked publishers. Before, publishers couldn't undercut the subscription price they offered... Continue reading at AdWeek
[ AdWeek | 2011-06-10 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#digital editions
#gregg hano
#vice president
#popular science
#digital version
Publication Date: Thu, 09/06/2011 - 09:02 Thames & Hudson is to publish the retrospective of the work of "Jurassic Park director Steven Spielberg announced at London Book Fair. read more Continue reading at The Bookseller
[ The Bookseller | 2011-06-09 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#thames hudson
Written By: Charlotte Williams Publication Date: Thu, 09/06/2011 - 08:00 Angry Robot is to publish its first "quadrilogy", with publishing director Marc Gascoigne acquiring two further books in Mike Shevdon's Courts of the Feyre series. Gascoigne bought world rights through Jennifer Jackson at... Continue reading at The Bookseller
[ The Bookseller | 2011-06-09 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#angry robot
#jennifer jackson
#ebook formats
Written By: Graeme Neill Publication Date: Wed, 08/06/2011 - 09:07 Stuart MacBride is to write two digital exclusive projects after signing a deal with HarperCollins. Sarah Hodgson, deputy publishing director, bought rights from Philip Patterson at Marjacq Scripts. The first book, Sawbones,... Continue reading at The Bookseller
[ The Bookseller | 2011-06-08 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#sarah hodgson
#bought rights
#philip patterson
#marjacq scripts
#24th october
#reluctant readers
#full collection
In May, AOL launched the AOL Advertising.com Group, a b-to-b advertising division focused on serving publishers. Continue reading at Folio Magazine
[ Folio Magazine | 2011-06-02 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#serve publishers
From Yahoo's The Cutline: At a panel during the TechCrunch conference in New York last week, Greg Clayman, publisher of News Corp.'s Daily iPad publication, said the application had "almost a million downloads" since its launch in February. "This puts us in the large pantheon of large apps,"... Continue reading at Folio Magazine
[ Folio Magazine | 2011-05-31 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#publishers starting
Research and Markets report features 2011 current and 2012 forecast estimates on the median wages and salaries nationally and for all 50 U.S. States. Continue reading at Editor & Publisher
[ Editor & Publisher | 2011-05-27 00:00:00 UTC ]
More news stories like this |
Written By: Caroline Horn Publication Date: Fri, 27/05/2011 - 12:26 Children's publishers have welcomed the acquisition of Waterstone's by Russian businessman Alexander Mamut. Francesca Dow, m.d. of Penguin Children's Books, said: "The Waterstone's takeover is good news for children's... Continue reading at The Bookseller
[ The Bookseller | 2011-05-27 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#penguin children
#francesca dow
Written By: Charlotte Williams Publication Date: Fri, 27/05/2011 - 10:18 Chiki Sarkar, former editor-in-chief of Random House India, has been appointed publisher of Penguin India. Chiki had worked at Random House India since 2006, working with authors including Anita Desai, Salman Rushdie and... Continue reading at The Bookseller
[ The Bookseller | 2011-05-27 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#appointed publisher
#penguin india
#salman rushdie
#jhumpa lahiri
Written By: Charlotte Williams Publication Date: Sun, 29/05/2011 - 12:00 A publishing platform which allows readers to choose what should be published has been launched, supported by Faber and created by "QI" writers John Mitchinson and Justin Pollard, and Crap Towns author Dan Kieran.... Continue reading at The Bookseller
[ The Bookseller | 2011-05-27 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#publishing platform
#justin pollard
Spending on e-media infrastructure increased for both large and small b-to-b publishers in 2010 and will again in 2011, according to respondents to the 2011 FOLIO B-to-B CEO Survey. Larger publishers expect operating expenses to jump 6 percent in e-media, while smaller publishers expect a 5... Continue reading at Folio Magazine
[ Folio Magazine | 2011-05-25 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#ceo survey
Earlier in the week, Amazon announced that it was hiring Laurence Kirshbaum, the former CEO of Time Warner Book Group, to head a new publishing imprint. This seems like an odd time for Amazon to be making its mark on the pubishing industry: book sales are down, major book chains like Borders are... Continue reading at AdWeek
[ AdWeek | 2011-05-25 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#publishing imprint
#publishing executive
#bookexpo america
#digital side
Written By: Graeme Neill Publication Date: Tue, 24/05/2011 - 09:38 Pan Macmillan has bought UK and Commonwealth rights (including ebooks) to seven books by self-published US sensation Amanda Hocking. Julie Crisp, editorial director at Tor, bought the rights from St Martin's Press in the United... Continue reading at The Bookseller
[ The Bookseller | 2011-05-24 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#bought uk
#million books
#julie crisp
#st martin
#intense auction
Written By: Graeme Neill Publication Date: Tue, 24/05/2011 - 09:00 HarperCollins will publish this November the novel Michael Crichton was working on when he died in 2008. Described as a "high-concept thriller in the vein of Jurassic Park", Micro is co-written by Richard Preston. It follows a... Continue reading at The Bookseller
[ The Bookseller | 2011-05-24 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#high-concept thriller
#jurassic park
#richard preston
Written By: Bookseller Staff Publication Date: Mon, 23/05/2011 - 09:40 The takeover of Waterstone's by Alexander Mamut is cause for celebration among the publishing industry, Faber c.e.o. Stephen Page has said. read more Continue reading at The Bookseller
[ The Bookseller | 2011-05-23 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#alexander mamut
#publishing industry
#stephen page
Written By: Barbara Casassus Publication Date: Mon, 23/05/2011 - 15:35 French culture minister Frédéric Mitterrand has said internet companies must contribute more to financing creativity. Setting the tone for the e-G8 forum, to be held in Paris May 24-25, he said in an interview with the... Continue reading at The Bookseller
[ The Bookseller | 2011-05-23 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#internet companies
#saturday edition
#internet giants
Written By: Benedicte Page Publication Date: Fri, 20/05/2011 - 08:34 Random House and Bloomsbury have begun "buddying" programmes to support their local libraries and library authorities. More than 20 Random House staff have volunteered to be part of a pilot scheme pioneered by deputy group... Continue reading at The Bookseller
[ The Bookseller | 2011-05-20 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#local libraries
#library authorities
#discuss ways
Written By: Barbara Casassus Publication Date: Thu, 19/05/2011 - 09:58 Fewer French booksellers think publishers are "serious and reliable" than they did 10 years ago, a survey has revealed. Among 430 representative outlets surveyed in a poll taken for French trade weekly Livres Hebdo between... Continue reading at The Bookseller
[ The Bookseller | 2011-05-19 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#decade ago
#department stores
#current affairs
Written By: Graeme Neill Publication Date: Wed, 18/05/2011 - 14:47 Amazon.com has announced the launch of its second publishing imprint this month, with Thomas & Mercer to focus on mysteries and thrillers. The imprint is named after the streets that flank Amazon's Seattle headquarters and... Continue reading at The Bookseller
[ The Bookseller | 2011-05-18 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#publishing imprint
#thomas mercer
#audio formats
#independent booksellers
For the second year, Yale University will offer a publishing course aimed at long-time magazine industry professionals, slated to begin on with a keynote address from Richard Stolley, senior editorial adviser at Time Inc., on Sunday, July 10. The course will run through Friday, July 15. Continue reading at Folio Magazine
[ Folio Magazine | 2011-05-17 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#yale university
#keynote address