If there's ever a case for the viral success of native video content, it's the partnership between Buzzfeed and Purina. The millennial-targeted publisher and the pet brand have worked together on several popular campaigns, including the Sad Cat Diary (17.4 million views), A Cat's Guide To Taking Care of Your Human (6.6 million views) and Dear Kitten (16.5 million views). All the eyeballs mean that the content is popular, but marketers have been curious about whether brand lift can be created without plastering the logo throughout the video or injecting the product into the storyline. Buzzfeed and Purina, however, see no need to insert products to get positive results. According to Nielsen Research presented during Advertising Week, people who saw Dear Kitten were 57 percent more likely to want to buy wet food for their cat compared to a control group. Buzzfeed gm of video Jonathan Perelman said Dear Kitten's success wasn't just because the web is crazy for cats. Rather, the results stem from combining data from previous campaigns to create custom content for specific marketers. Here's exactly what he means by that: Buzzfeed Videos All Have the Same Three Pillars: Emotion, Identity and Information Digital video isn't like traditional storytelling with a narrative arc, so there's no need to think of creating content that way, according to Perelman. Not all pieces need a great story—for example, Dear Kitten is basically a list. "Storytelling is a component, but it's... Continue reading at 'AdWeek'
[ AdWeek | 2014-10-08 00:00:00 UTC ]
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Ethnographer Carolyn Chen draws on research conducted in the Silicon Valley to argue why the workplace is increasingly replacing houses of worship and how some tech giants have appropriated religious language and culture in her new book, ‘Work, Pray, Code.' Continue reading at Publishers Weekly
[ Publishers Weekly | 2021-12-08 05:00:00 UTC ]
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A recent roundup of the ‘best books of 2021’ had every possible genre of novel – with the unsurprising exception of romanceIn the four months since my first novel came out, I’ve had the same conversation probably a dozen times.“What’s it about?” a well-meaning stranger will ask. “Well,” I’ll... Continue reading at The Guardian
[ The Guardian | 2021-12-05 15:25:24 UTC ]
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Yesterday, a footnote to an op-ed in the LA Times revealed that Red Badge Films is now producing a documentary about Anthony Broadwater’s conviction and then exoneration of Alice Sebold’s rape, called Unlucky. Red Badge Films is helmed by Tim Mucciante, previously the executive producer for the... Continue reading at Literrary Hub
[ Literrary Hub | 2021-12-03 17:48:54 UTC ]
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Covid-19 has irrevocably redefined the phrase “office space,” and new books assess what it means for the future of employment. Continue reading at Publishers Weekly
[ Publishers Weekly | 2021-11-26 05:00:00 UTC ]
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I binge-read Portis’s books — “Norwood,” “The Dog of the South” and more. They offered just the lift I needed. Continue reading at The Washington Post
[ The Washington Post | 2021-11-24 12:00:00 UTC ]
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The Working Class Writers' Festival is urging publishers to demonstrate their commitment to diversity by investing in sponsorship for next year's event. Continue reading at The Bookseller
[ The Bookseller | 2021-11-10 12:00:51 UTC ]
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Publishers are settling into hybrid models of working this winter with many still reluctant to “mandate set days” while Faber has delayed a full return until April 2022. Continue reading at The Bookseller
[ The Bookseller | 2021-11-08 17:41:43 UTC ]
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Scholars scour religious texts and teachings for a better way forward in new books from academic publishers. Continue reading at Publishers Weekly
[ Publishers Weekly | 2021-11-05 04:00:00 UTC ]
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Vincent van Gogh loved writers as much as he loved painters. It was partly by immersing himself in literature that Van Gogh developed the singular, elegant voice that makes his letters such an important literary achievement. This immersion also helped give him an ability to describe so... Continue reading at Literrary Hub
[ Literrary Hub | 2021-11-02 08:50:51 UTC ]
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What do a publisher that was founded in 1887 and one that was founded in 2006 have in common? Plenty, as it turns out, when it comes to their commerce strategies. BuzzFeed senior vice president of ad strategy and partnerships Ken Blom and Hearst Magazines vp of strategic partnerships and... Continue reading at AdWeek
[ AdWeek | 2021-10-27 14:09:20 UTC ]
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Good news for theatermakers and audiences alike: Broadway World has reported that the Andrew W. Mellon Foundation has awarded a two-year, one-million-dollar grant to TCG Books, the largest independent trade publisher of dramatic literature in North America. The grant will, according to Broadway... Continue reading at Literrary Hub
[ Literrary Hub | 2021-10-22 18:01:30 UTC ]
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Clayton and Charaipotra—whose latest novel, The Rumor Game, about the diverse students at D.C.’s upscale Foxham Prep, will be published in March of 2022—spoke to PW about writing believable teen characters, the damaging impact of rumors, and the excitement of seeing their work evolve. (Sponsored) Continue reading at Publishers Weekly
[ Publishers Weekly | 2021-10-20 04:00:00 UTC ]
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Nielsen is getting a new look, with its first brand refresh in five years and a new logo for the first time since 2007. The media measurement company sold its Global Connect business, Nielsen IQ, to Advent International in March, and the new campaign is designed to update the marketplace's view... Continue reading at AdWeek
[ AdWeek | 2021-10-18 11:00:00 UTC ]
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Dear McSweeney’s, For a time in my life, I worked in a chain bookstore. The chain no longer exists, but at the time it was the primary competition for the other really big chain bookstore that does still exist. One had to be swallowed for the other to survive, as is the way of things. […] Continue reading at Literrary Hub
[ Literrary Hub | 2021-10-13 08:50:58 UTC ]
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People assume everyone who works at a library is a librarian, but most of the staff you’ll interact with at large libraries aren't librarians. Continue reading at Book Riot
[ Book Riot | 2021-10-11 10:30:00 UTC ]
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Hearst builds a Youth + Wellness Group Airship to show advertisers potential opportunities for virtual, co-branded experiences that can reach young female gamers. The post Hearst launches blimp in the metaverse in a bid to show advertisers virtual co-branded opportunities appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2021-10-08 04:01:00 UTC ]
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When it comes to haunted houses, House Beautiful thinks the ghosts have gotten all the attention. To compensate, on Wednesday the Hearst title launched the first podcast in its 125-year history, a free, five-episode product called Dark House, which will explore the stories and architecture... Continue reading at AdWeek
[ AdWeek | 2021-10-01 12:00:00 UTC ]
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Trusted Media Brands just recently acquired Jukin Media. Here's a look at what its strategy looks like — and what channels are set to expand first. The post Case Study: How Trusted Media Brands is prioritizing video after acquiring a viral digital content company appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2021-09-29 04:01:00 UTC ]
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One of the greatest science fiction writers, Asimov’s work has had a lasting effect thanks to his prescient takes on technology, climate collapse and humanity’s future. Continue reading at The Conversation
[ The Conversation | 2021-09-24 15:01:23 UTC ]
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Yes! I do. You probably do, too. Well, starting today, as part of the International Literature Festival Utrecht, you can indeed stream video of the utterly delightful Olivia Colman reading a brand new lecture by Elena Ferrante (as translated by Ann Goldstein; the lecture will also be available... Continue reading at Literrary Hub
[ Literrary Hub | 2021-09-24 13:20:11 UTC ]
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