In 2017, we came to a realization: Our jobs should be easier. We worked on opposite ends of the advertising and media buying process. Lynn came from the buy side as a digital media manager at Macy’s, who had also previously handled agency work. Mollie was on the sales side, working at AdTheorent as director of New York ad sales [O1] and managing a team of sales reps. We were frustrated—we knew our industry well but kept thinking, “This is ridiculous, why is this [buying and selling] process so difficult? It shouldn’t be that complicated to understand what is out there and how much it costs.” As many in the industry know well, the process of direct sales is time-consuming. It is inefficient and very cost-intensive. If you are selling, you need to hire a whole staff to go after clients, but the win-rate is extremely low at just 20 percent. Often when you don't win business, it's because you can't get in front of the agency for a meeting, or they didn't realize you also could do “X” because they thought of you only as “Y.” Why wasn’t there a space where sellers could promote their media company, showcase everything they can offer, to ensure they are always being considered, when relevant, by advertisers with the budget to deploy. On the ad buying side, the process for partnering directly with a great media company is still really old school—writing out a manual brief, individually emailing different partners. Regardless of whether you're at a large client or an agency,... Continue reading at 'Advertising Age'
[ Advertising Age | 2020-06-11 15:19:00 UTC ]
There’s an old saying in screenwriting: If you want to reveal the truth of a character, dial up the pressure and force him or her to make a choice. Well, it seems a choice is being forced upon our industry, and I think it’s a great thing. A recent Forrester report, “The Cost of Creativity,”... Continue reading at Advertising Age
[ Advertising Age | 2019-09-26 07:00:00 UTC ]
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Affiliate marketing is no longer a side-hustle for publishers, netting only a few pennies on the dollar when readers click a buy button. As online shopping behaviors have matured, retailers have been increasing their spend in areas beyond search and display advertising. This systemic change is... Continue reading at Folio Magazine
[ Folio Magazine | 2019-09-23 15:03:40 UTC ]
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Earlier this week, Active Interest Media, publisher of Better Nutrition, Yoga Journal and a slew of recently acquired former F+W titles, among many others, announced the launch of NatuRx, a new print and digital media brand with a self-described mission of "educating health-conscious consumers... Continue reading at Folio Magazine
[ Folio Magazine | 2019-09-19 18:48:19 UTC ]
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At the end of 2018, Magna Global released its advertising forecast, which predicted that digital advertising will account for 50 percent of global ad spend in 2019. During my decade in the digital media space, part of which has been as the vice president of a digital media and ad tech marketing... Continue reading at Advertising Age
[ Advertising Age | 2019-09-18 14:00:00 UTC ]
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After 12 years, Sabrina Caluori, executive vice president of digital media and marketing at HBO, is leaving the network. Caluori broke the news in a LinkedIn post, recounting the numerous events and initiatives her team has brought to life at HBO and thanking them for their hard work. As of now,... Continue reading at AdWeek
[ AdWeek | 2019-09-10 21:48:25 UTC ]
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Group Nine Media just raised $50 million from lead investor Discovery Inc. and partner Axel Springer SE, the company announced Monday. The digital media holding company also hinted that acquisitions may be on the horizon with the new increase in funds. Discovery initially invested $100 million... Continue reading at AdWeek
[ AdWeek | 2019-09-09 14:56:30 UTC ]
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It’s 2019, so naturally every person in advertising feels the need to casually drop buzzwords into every conversation they have. All “thought leaders" do everything “holistically,” for example, as if that means anything to anyone. But what’s buzzier than all the buzz right now? Arguably,... Continue reading at Advertising Age
[ Advertising Age | 2019-09-06 17:46:10 UTC ]
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WPP's Essence has made its name as Google's digital media agency - with a culture that's more like a tech company than a traditional buying shop. And now its global CEO has been picked to transform parent company Group M. So how much does Essence's rise point the way to the future? Continue reading at Media Week
[ Media Week | 2019-09-04 12:54:23 UTC ]
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A decade after rescuing it from an imminent shutdown, Duncan McIntosh has sold newspaper industry trade magazine Editor & Publisher to consultant Mike Blinder for an undisclosed sum. In an announcement late last week, E&P indicated that its upcoming October issue will be the first... Continue reading at Folio Magazine
[ Folio Magazine | 2019-09-03 20:10:05 UTC ]
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The rise of unionization in digital media is normally framed in one of two extreme ways: as an innovation-killing millstone Continue reading at Editor & Publisher
[ Editor & Publisher | 2019-08-29 15:09:31 UTC ]
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The collective bargaining agreements ratified at publications including The Dodo and Vox Media have required more information about how their companies are organized. The post ‘It definitely adds more complexity’: How life has (and hasn’t) changed at unionized digital media companies appeared... Continue reading at Digiday
[ Digiday | 2019-08-29 04:01:18 UTC ]
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Welcome to the latest edition of Marketer's Brief, a quick take on marketing news, moves and trends from Ad Age's reporters and editors. Send tips/suggestions to [email protected]. A Boston-area seafood chain is giving new meaning to baked fish. Legal Sea Foods is celebrating the legalization... Continue reading at Advertising Age
[ Advertising Age | 2019-08-21 19:13:12 UTC ]
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With the loss of the two award-winning publications, digital media got a little less brainy in the summer of ’19. Continue reading at The New York Times
[ The New York Times | 2019-08-17 18:10:31 UTC ]
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Eastside Media Corp. was founded by Eric LaFontaine, former Puget Sound Business Journal Publisher Mike Flynn and former USA Today Sports Vice President Patrick Scanlon. Continue reading at Silicon Valley Business Journal
[ Silicon Valley Business Journal | 2019-08-16 05:46:26 UTC ]
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The FUSE Media Summit returns this Nov. 19-21, once again connecting digital media and technology executives for 2 ½ days of expert insights, boardroom case studies, and peer-to-peer discussion. To develop an impactful program, we're working closely with a group of all-star advisors that... Continue reading at Publishing Executive
[ Publishing Executive | 2019-08-13 16:55:01 UTC ]
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Verizon has announced the sale of Tumblr, the fallen online community left over from the Yahoo acquisition, to the owner of WordPress, the website publishing company. On Monday, Verizon Media said it was unloading Tumblr, but did not disclose the terms of the deal. Axios reported the sale was... Continue reading at Advertising Age
[ Advertising Age | 2019-08-12 22:12:36 UTC ]
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WPP reports its second-quarter earnings on Friday,with some better-than-expected surprises. The company sees its revenue return to growth, up 1.6 percent in the first half of the year and 2.3 percent in the second quarter. In North America, revenue rises 0.4 percent in the second quarter but... Continue reading at Advertising Age
[ Advertising Age | 2019-08-09 19:31:00 UTC ]
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On Wednesday, without prior warning, Pacific Standard, an award-winning magazine that has done substantive journalism on environmental and social justice, announced its imminent closure. The Social Justice Foundation, a nonprofit backed by SAGE, an academic publisher, yanked its funding from... Continue reading at Columbia Journalism Review
[ Columbia Journalism Review | 2019-08-09 12:12:17 UTC ]
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“We don’t do anything without an audience opportunity and a revenue opportunity,” Robertson Barrett, President of Digital Media at Hearst Newspapers, Continue reading at Editor & Publisher
[ Editor & Publisher | 2019-08-08 15:06:02 UTC ]
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Cisco has added Dentsu Aegis Network's Isobar to its roster of agencies, naming it digital marketing innovation agency of record (say that 10 times fast). Under the partnership, Isobar has signed onto a one-year retainer contract with the IT, professional networking and cybersecurity solutions... Continue reading at Advertising Age
[ Advertising Age | 2019-08-06 18:07:06 UTC ]
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