There’s an old truism in the ad business that you can get people to remember an ad by showing something outrageous. David Ogilvy likened it to showing a gorilla in a jock strap. But these days, unless you’re selling jock straps for gorillas, it is unlikely that people will remember your brand. The same notion is alive and well in content marketing where catchy “click bait” headlines vie for your attention but rarely lead to memorable or meaningful engagement. Unless you’re Randy Frisch, CMO of the content marketing platform Uberflip. Frustrated by what he was seeing, Frisch penned a blog post on an airplane with the title ‘F#ck Content Marketing' that even his own staff wouldn’t let him publish it right away. But after four months of cajoling and an insistence that they actually read the post, Frisch got his way. It created quite a stir and lead him to write a book by the same title that came out earlier this year. Redirecting marketers to focus on content experience rather than one-off pieces, Frisch showed brands how they too could get attention and deliver substantive, lead-generating content. You’ve been rather explicit when it comes to current approaches to content marketing—why the expletives? I wrote a blog post on a plane ride to Dreamforce. It was one of those Jerry Maguire manifesto-type of moments where I was really frustrated. It was titled “F#ck Content Marketing,” and it redirected marketers to focus on content experience. My team wouldn't let me publish... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-05-01 00:00:00 UTC ]
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We talk with Jill and Adlai Yeomans, owners of White Whale Bookstore in Pittsburgh, Pa., which focuses on literary fiction. Continue reading at Publishers Weekly
[ Publishers Weekly | 2022-08-26 04:00:00 UTC ]
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O'Rourke, the Democratic candidate for governor, presents himself as a listener and an advocate for the state's progressive activists. Continue reading at The Washington Post
[ The Washington Post | 2022-08-19 10:00:23 UTC ]
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As testimony wrapped up prior to closing arguments today, the defense and DOJ once again attacked each other's data analysis and methodology. The DOJ asserted that publisher competition, not imprint competition, is the surest way to lift advances, and that non-Big Five publishers face... Continue reading at Publishers Weekly
[ Publishers Weekly | 2022-08-19 04:00:00 UTC ]
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New retailer partnerships, live events and book clubs are all planned to capitalise on the platform’s vibrant community of literature loversSocial media app TikTok is making increased efforts to tap into the power of its books content, with new retailer partnerships, live events and... Continue reading at The Guardian
[ The Guardian | 2022-08-15 16:03:52 UTC ]
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In a 'steady' market, NPD sees print sales in the United States decline 1.6 million units in July, typically a month for some losses. The post NPD Books on July’s US Print Market: 6 Percent Lower, Year to Date appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2022-08-10 18:34:37 UTC ]
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Facebook's parent company Meta is telling its U.S. publishing partners that the company will no longer pay for news content that aggregates on Facebook's news tab. Facebook's News Tab and Bulletin newsletters will be put on the back burner as Meta moves forward with investing in AI-based video... Continue reading at AdWeek
[ AdWeek | 2022-07-29 17:11:09 UTC ]
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With frontlist sales for many publishers stalled, Open Road Integrated Media is adapting its Ignition program—designed to give backlist e-books a boost—to help promote new releases. Continue reading at Publishers Weekly
[ Publishers Weekly | 2022-07-20 04:00:00 UTC ]
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The Spanish book market is reporting revenues of €2.5 billion in 2021, a gain of 5.6 percent over 2020, and book sales of 174 million units. The post Spain Reports Book Market Growth in 2021: Up 5.6 Percent appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2022-07-19 19:16:27 UTC ]
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The New Orleans bookstore is a shop with a mission—to eliminate mass incarceration through the promotion of literacy. Continue reading at Publishers Weekly
[ Publishers Weekly | 2022-07-15 04:00:00 UTC ]
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With COVID-19 outbreaks and tough lockdowns, China's January-to-June book market growth rate fell back, all sales channels impacted. The post China’s Market Growth Rate This Year: Down 13.8 Percent appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2022-07-14 20:38:28 UTC ]
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The American book market, in NPD's report, 'maintained its strength in June, adding 1.8 million print units over the previous five weeks.' The post NPD BookScan for June: Another View of the US Market appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2022-07-11 20:49:57 UTC ]
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Challenges: First half of 2022, the German market has a sales shortfall of 11.1 percent in the local book trade compared to 2019. The post The German Book Market in 2021: Turnover Up 3.5 Percent appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2022-07-07 21:04:45 UTC ]
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Gravity Global, a B2B mini-holding company, is on the acquisition trail, looking to add new practices such as account-based marketing and digital content creation to its roster. The post Why this B2B agency group is adding account-based marketing expertise to its roster appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2022-06-15 09:30:00 UTC ]
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James Kirchick applies the "secret city" trope to D.C.'s LGBTQ community, then mostly sidelines their voices. Continue reading at The Washington Post
[ The Washington Post | 2022-06-10 12:00:41 UTC ]
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'We remain committed to our customers in China," an Amazon spokesperson says, although Kindle sales will end June 30, 2023. The post Aspects of Amazon’s Plan to Take the Kindle Off the Chinese Market appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2022-06-02 19:53:43 UTC ]
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Vox Media announced Wednesday the launch of VM Connect, a rebranded and expanded version of the performance-marketing solution G9 Direct, which Vox Media inherited from Group Nine Media after it acquired the digital media company in February. As G9 Direct, the platform enabled brands to purchase... Continue reading at AdWeek
[ AdWeek | 2022-06-01 11:00:00 UTC ]
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In his new book, 'Life Fighting: Why We Must Sometimes Fight and How to Do So Well,' author Robert W. Sweet sets out to answer the thorny question: Is it always wrong to use force to achieve a goal? Continue reading at Publishers Weekly
[ Publishers Weekly | 2022-05-30 04:00:00 UTC ]
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Panelists from Atria, Barnes & Noble, BookTok, Penguin, and St. Martin's gathered to discuss how the app is rewriting the rules for selling books. Continue reading at Publishers Weekly
[ Publishers Weekly | 2022-05-24 04:00:00 UTC ]
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Plus, Ad Age Agency Report 2022, Nielsen alternatives, macroeconomic news in a nutshell and more. Continue reading at Advertising Age
[ Advertising Age | 2022-05-20 17:50:22 UTC ]
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With a romance series, a memoir, and a picture book, the versatile author leverages social media to grow her fan base and interact with readers. Continue reading at Publishers Weekly
[ Publishers Weekly | 2022-05-16 04:00:00 UTC ]
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