There is a long-held belief among content publishers -- including many we are partnered with -- that they shouldn't pay to amplify their content. Their clear aversion most often comes from some dogmatic belief that quality content doesn't require paid promotion. For them, paying to promote content would reflect negatively on their content and editorial integrity.While some publishers are paying to promote content on Facebook and other channels, there is still a widely-held stigma that is associated with paying for content. And even among those publishers that do pay for content promotion, many are doing so as a defensive tactic rather than as an offensive tactic -- often to shore up dipping traffic numbers.It's interesting to note that no content producer in any other media holds these beliefs. Whether it's TV, film or music, a core part of those producers' strategies is to invest heavily in the marketing of their products. On most TV channels, for example, one of the largest advertisers will be the channel itself, promoting its own shows. The same is true in any industry, not just in media: When a business launches a new product, it invests in marketing. For an online publisher, that product is content. Continue reading at AdAge.com Continue reading at 'Advertising Age'
[ Advertising Age | 2014-07-17 00:00:00 UTC ]
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July 13, 2013 was a heavy day in New York City. The summer swelter hung in the air like steam rising from a hot, damp cloth. Hustling up the steps from the subway, I legitimately could not tell whether the subterranean stifle was stickier than the “relief” awaiting me at street level. If... Continue reading at The Bookseller
[ The Bookseller | 2020-06-18 20:01:52 UTC ]
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Publishing staffers have spoken out on low pay and poor transparency on salaries in the industry. Continue reading at The Bookseller
[ The Bookseller | 2020-06-17 02:56:57 UTC ]
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Publishers considering transforming their businesses from print first or print-centric to digital first or digital-centric should begin by asking lots of people a simple question: what would you like to be able to do that you can’t do now? Continue reading at Publishers Weekly
[ Publishers Weekly | 2020-06-12 04:00:00 UTC ]
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CEO of News UK, Rebekah Brooks, tells staff pandemic has hammered print sales and advertising revenueThe publisher of the Sun and the Times has warned of impending job losses as part of a major cost-cutting programme as the coronavirus pandemic hammers newspaper sales and advertising... Continue reading at The Guardian
[ The Guardian | 2020-06-11 12:06:20 UTC ]
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This year's Moscow School of Publishing program has been delivered in a series of digital lectures and conversations from the Garage Museum. The post Moscow School of Publishing: This Year a Digital Seminar Program appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-06-03 14:33:53 UTC ]
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News Corp Australia is poised to cut hundreds of jobs as it moves towards digital-only publishing for many of its Continue reading at Editor & Publisher
[ Editor & Publisher | 2020-05-27 14:51:01 UTC ]
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Publisher of the Australian, the Daily Telegraph and the Herald Sun is expected to stop publishing as many as 100 titles News Corp Australia is poised to cut hundreds of jobs as it moves towards digital-only publishing for many of its local and regional papers and more copy sharing among its... Continue reading at The Guardian
[ The Guardian | 2020-05-27 10:53:51 UTC ]
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Every industry is experiencing a digital transformation. For some, the pandemic has accelerated this transformation. Others, like retail, travel and QSR, are trying to quickly adapt to the new criteria of our on-demand world. Consumers are permanently changing their online consumption habits,... Continue reading at Folio Magazine
[ Folio Magazine | 2020-05-07 14:20:39 UTC ]
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As an industry, we are uniquely positioned to meet many of these needs and support the nation right now. After all we are in the business of informing, educating and entertaining people. And our industry has responded in many ways, with authors leading the charge. Continue reading at The Bookseller
[ The Bookseller | 2020-05-06 15:37:20 UTC ]
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Readers have spent much of the last decade eschewing digital subscriptions to their local newspaper, staying on the free side Continue reading at Editor & Publisher
[ Editor & Publisher | 2020-05-05 07:00:33 UTC ]
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In Spain, trade book publishers have shown resistance to digitization. But education publishers have embraced digital technology in the coronavirus pandemic The post Coronavirus: In Spain, Publishers Weigh Crisis Management and Digital Capabilities appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-04-29 15:49:29 UTC ]
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A new study of publishing executives reveals strategies and technology for maximizing growth in the digital world. Continue reading at Advertising Age
[ Advertising Age | 2020-04-24 14:35:00 UTC ]
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Laura Summers, creator of BookMachine, explains how skill swapping can build connections for self-employed publishing people during the lockdown Continue reading at The Bookseller
[ The Bookseller | 2020-04-15 13:43:15 UTC ]
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Like every publisher, Hearst Magazines has had to adapt to creating content in an all-remote world, from putting out magazines Continue reading at Editor & Publisher
[ Editor & Publisher | 2020-04-13 16:58:44 UTC ]
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Like every digital publisher, Hearst Magazines has had to adapt to creating content in an all-remote world. "My motto is 'enter smiling,' and I believe there is opportunity in everything," CCO Kate Lewis said on the inaugural episode of The New Normal, a weekly interactive discussion show where... Continue reading at Digiday
[ Digiday | 2020-04-13 04:00:00 UTC ]
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The U.S. Chamber of Commerce, the leading cheerleader for American business owners large and small, remains hopeful that U.S. businesses will emerge from the coronavirus crisis battered and bruised, but not broken. "It's too early to determine the long-term impact on supply chains,... Continue reading at AdWeek
[ AdWeek | 2020-03-27 14:55:42 UTC ]
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At the recent Digital Media India conference, Rohan Tiwary of Google Asia Pacific, offered updates on some of the company’s ongoing Continue reading at Editor & Publisher
[ Editor & Publisher | 2020-03-17 17:30:42 UTC ]
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Research houses and scholarly publishers and associations are pooling their content for professional and public access free of charge. The post Coronavirus: International Publishers Make COVID-19 Research Content Freely Available appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-03-16 08:15:00 UTC ]
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Editorial: International publishing can focus on its own obstacles and setbacks. Or it can ask how to put its best creativity into the hands of a world that needs it. The post Our New Spring Magazine Is Out: Publishing in Times of Crisis appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-03-13 11:30:19 UTC ]
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A multicultural marketing expert says publishers need a better understanding of people of color’s interests. Continue reading at Publishers Weekly
[ Publishers Weekly | 2020-03-13 04:00:00 UTC ]
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