A few years ago, I ran a content campaign for an electronics company in partnership with a popular tech publisher. The content was all about how to choose the right tech for your needs, and it absolutely crushed it. The publisher had to do little more than share it once on Facebook, and the reads came flowing in. Everyone involved -- advertiser, agency and publisher -- was thrilled. But when I tried to recreate the campaign (and its accompanying success) this year, it barely made a blip. So, what changed? I spend a lot of time looking at data on how people discover and engage with content. It’s part of the job, and it’s in constant flux. I’ve seen organic traffic surge and then just as quickly fall off a cliff. I’ve seen brands and publishers pivot to video, paid and subscriptions at a dizzying speed. The internet is oversaturated, and much of what gets posted online is never seen -- a recent study puts the number of unseen content at about 91%. This means that of the millions of pieces of content published in a day, less than 10% of them reach an audience of even a single person. If you build it, there’s no guarantee they will come. The way people discover content has changed dramatically, but the way most brands and publishers work together on content programs is stuck in the past. It’s time to update the model. Something is broken, so how do we fix it? A big part of the problem comes from how we’re buying and selling branded content in the first place. In a... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-04-05 00:00:00 UTC ]
Survey finds that 62% of 16 to 24-year-olds prefer traditional books over their digital equivalentsSixteen to 24-year-olds are known as the super-connected generation, obsessed with snapping selfies or downloading the latest mobile apps, so it comes as a surprise to learn that 62% prefer print... Continue reading at The Guardian
[ The Guardian | 2013-11-25 00:00:00 UTC ]
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Ed Nawotka reflects on the pace of innovation in media, and whether book publishers should continue on their path to create more apps and digital products. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-10-10 00:00:00 UTC ]
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The Financial Times will consolidate the multiple print editions it publishes each night into a single, global newspaper in the first half of 2014, using its website for breaking news as the publisher focuses on growth in digital products and perhaps sets the stage for eventual further... Continue reading at Advertising Age
[ Advertising Age | 2013-10-09 00:00:00 UTC ]
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Takeaway: Future U.S. is headed back toward profitability with an emphasis on digital products and live-event connections. Continue reading at Folio Magazine
[ Folio Magazine | 2013-10-07 00:00:00 UTC ]
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People is revamping its subscription model, putting a premium on its digital products and adding new entry points. Continue reading at Folio Magazine
[ Folio Magazine | 2013-09-10 00:00:00 UTC ]
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HarperCollins is challenging developers to create new digital products that reimagine... Continue reading at The Bookseller
[ The Bookseller | 2013-06-06 00:00:00 UTC ]
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A few years ago, publishers were looking at what was happening to the music industry and saw digital in an apocalyptic light--now they’re racing to join the digital content fray. “There are still challenges and the margins are still smaller on the digital side, but publishers are figuring out... Continue reading at Fast Company
[ Fast Company | 2013-05-30 00:00:00 UTC ]
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Online and across various digital products, publishers have long touted their audience volume as the primary success metric—CPM rates are based on these numbers, after all. But engagement and performance metrics are also valued, especially via social media, which can greatly increase engagement... Continue reading at Folio Magazine
[ Folio Magazine | 2012-11-06 00:00:00 UTC ]
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The New York Times Co. named former BBC director general Mark Thompson as its new CEO earlier this week, and now comes word that he will receive a pay package totaling as much as $10.5 million, including an annual salary of $1 million, according to Bloomberg News. Mr. Thompson, who was... Continue reading at Crains New York
[ Crains New York | 2012-08-18 00:00:00 UTC ]
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Although total sales for the fiscal year ended April 30 rose only 2%, to $1.79 billion, at John Wiley, operating income increased 13%, to $280.4 million, boosting the company’s operating margin to 15.7%. Wiley said 40% of its revenue came from digital products and the company will continue to... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-06-22 00:00:00 UTC ]
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Written By: Graeme Neill Publication Date: Mon, 14/11/2011 - 14:47 Simon & Schuster has appointed Meg Wang as editorial director for licensed properties. She will be responsible for the publisher's licensed character list, which includes tie-ins for the likes of the Smurfs, the Nickelodeon... Continue reading at The Bookseller
[ The Bookseller | 2011-11-14 00:00:00 UTC ]
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James Tye, CEO at Dennis Publishing, warns against assuming all your readers want the same, and reveals how the company is monetising its digital products. Continue reading at Media Week
[ Media Week | 2011-08-26 00:00:00 UTC ]
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Written By: Lisa Campbell Publication Date: Tue, 07/06/2011 - 09:49 Dawson Books has been bought by the parent company of book wholesaler Bertrams for £20m. Smiths News plc, which owns Bertrams, announced today (7th June) that the wholesaler and Dawson Books would be "fully integrated"... Continue reading at The Bookseller
[ The Bookseller | 2011-06-07 00:00:00 UTC ]
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Written By: Caroline Horn Publication Date: Thu, 31/03/2011 - 15:38 Ladybird is updating its image with a new campaign designed to highlight its preschool credentials to families and to grow the market for its digital products. Editorial director Heather Crossley said: In the past Ladybird... Continue reading at The Bookseller
[ The Bookseller | 2011-03-31 00:00:00 UTC ]
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