Digital advertising is Google and Facebook's market to lose, where the safety (and scale, and data and automation) of a walled garden have allowed them to grab 77% of gross spending online and nearly every new dollar spent. Unless a media buy goes through Facebook or Google, buyers rightly worry that a lot of the money spent is going to a bot, a spoofed site, or worse. Good quality publishers that exist in the open web, and supply content to Google and Facebook, are at risk because of these issues.Brands spend the money, and therefore are in the best position to make changes for the better. There are several practical ways brands can treat good publishers more like allies in the quest to reduce problems and retain high-quality content.1. Treat good publishers well. Treating all publishers the same threatens the top end of the content market. Real publishers like NBCU and The Washington Post should not be treated the same as gotbabes.net, even if they sit side by side in a trading platform dashboard. Agency media buyers have no incentive to treat good publishers well in the short term -- low prices and scale are everything. Anytime a new issue such as viewability or nonhuman traffic is surfaced, a new blanket process is created that all publishers must follow. Buyers have metrics and controls that are time consuming and expensive for good publishers, who rarely fall afoul of the rules when compared to the long tail. Continue reading at AdAge.com Continue reading at 'Advertising Age'
[ Advertising Age | 2017-07-07 00:00:00 UTC ]
Delia Owens’s debut novel has sold more than four million copies — an astonishing trajectory for any new writer, much less for a 70-year-old wildlife scientist. Continue reading at The New York Times
[ The New York Times | 2019-12-21 10:00:08 UTC ]
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Pearson made "good progress" in 2017, slashing its net debt and projecting full-year profits to come in at the top end of its guidance. Continue reading at The Bookseller
[ The Bookseller | 2018-01-18 00:00:00 UTC ]
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Digital advertising is Google and Facebook's market to lose, where the safety (and scale, and data and automation) of a walled garden have allowed them to grab 77% of gross spending online and nearly every new dollar spent. Unless a media buy goes through Facebook or Google, buyers rightly worry... Continue reading at Advertising Age
[ Advertising Age | 2017-07-07 00:00:00 UTC ]
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Pearson retained its position as the biggest publisher in the world for the eighth consecutive year in the Global Ranking of the Publishing Industry 2016 which, despite the number one publisher’s slump, also showed ongoing growth of the top end of the list. Continue reading at The Bookseller
[ The Bookseller | 2016-08-31 00:00:00 UTC ]
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The myth of the Long Tail for ebooks may be fading away as the digital book market grows, and it is operated by few mega e-retailers, argues Marcello Vena. The post Revisiting the Long Tail Theory as Applied to Ebooks appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-01-08 00:00:00 UTC ]
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There have been great advances in short-run digital printing (SRDP) and print-on-demand (POD) technologies over the last decade. Continue reading at Publishers Weekly
[ Publishers Weekly | 2013-11-02 00:00:00 UTC ]
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Companies like InPowered and Disqus have rolled out ad platforms for brands to promote articles and other more media-ish content with paid placements on publishers’ sites, and now Sharethrough is upping its stake in the game. Last September, the San Francisco-based ad startup launched Sponsored... Continue reading at AdWeek
[ AdWeek | 2013-02-25 00:00:00 UTC ]
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W H Smith has announced that it expects full-year results to be at the top end of market... Continue reading at The Bookseller
[ The Bookseller | 2012-08-23 00:00:00 UTC ]
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In explaining the steep drop in Penguin Group USA’s profits for the first six months of 2012, CEO David Shanks said one important factor was the decline in backlist sales. Borders was an important customer for Penguin’s backlist, especially its classics line, so the collapse of the chain hurt... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-08-03 00:00:00 UTC ]
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