Here's a reversal pretty much nobody saw coming: What used to be regarded as one of the most skippable forms of advertising -- custom content -- is now being held up by many in the industry as the thing that just might save advertising from all manner of ad-avoidance behavior, including ad skipping and ad blocking.Before custom content was called that, of course, it went by advertorial (what, nobody liked "edvertising"?) in the heyday of print media. A newspaper or magazine advertorial was, for many consumers, something to rush past as quickly as possible. The worst advertorials -- with their fugly design, off-brand typefaces and tone-deaf language -- practically screamed "Ignore me!" even if you didn't notice the intentionally tiny warning label (e.g., "Special Advertising Section"). Meanwhile, the broadcast equivalent of advertorial, the late-night infomercial, was the redoubt of elderly shut-ins and insomniacs of all ages.But that was then, and this is now. Though crummy advertorials (and infomercials) still exist, in the digital and social universe, more and more custom content is being built from the ground up to be truly compelling. "Brands have now discovered that together with the right partner they can create content that's just as engaging as some of the traditional media," says Andy Seibert, the former president of SmartMoney who now serves as chairman of the Content Council, the content marketing industry group, and whose day job is managing partner at custom... Continue reading at 'Advertising Age'
[ Advertising Age | 2015-10-12 00:00:00 UTC ]
Stephen Carver, Guinevere Glasfurd, Brian Needham and Jo McMillan respond to Joanne Harris’s article about horribly low pay in the publishing worldRegarding Joanne Harris’s article (Horribly low pay is pushing out my fellow authors – and yes, that really does matter, 7 December), I guess I’m a... Continue reading at The Guardian
[ The Guardian | 2022-12-11 17:07:25 UTC ]
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If you are making a living from your writing, that is marvellous, but for everyone else, keep the day job. Perhaps you saw The Bookseller's recent piece by Nicola Solomon, Chief Executive of the Society of Authors, exploring once more how low author earnings can be. There is plenty of data to... Continue reading at The Bookseller
[ The Bookseller | 2021-07-05 02:31:17 UTC ]
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In her day job, Megha Majumdar publishes other authors' books. And now, her debut novel, 'A Burning' (Knopf) is a finalist for the American Library Association's prestigious Carnegie Medal for Excellence in Fiction. PW caught up with Majumdar to talk about how she balances editing and writing,... Continue reading at Publishers Weekly
[ Publishers Weekly | 2020-12-04 05:00:00 UTC ]
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After six years exactly, Dean Burnett’s Brain Flapping blog is coming to an end. It’s been emotionalOn 31 July, 2012, the very first Brain Flapping post appeared on the Guardian website. Exactly six years to the day later, here’s the very last one.To confirm, the Guardian is shutting down the... Continue reading at The Guardian
[ The Guardian | 2018-07-31 00:00:00 UTC ]
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“Whatever the opposite of FOMO is, I have that.” I believe that your dreams and your day job can coexist. I always have at least four projects going on at the same time, and I switch frequently between them. If I’m struggling to work on a project for Windows Insiders, I’ll write a chapter of a... Continue reading at Fast Company
[ Fast Company | 2017-11-20 00:00:00 UTC ]
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Poet and editor who co-founded the Greville PressGeoffrey Godbert, who has died aged 80, published more than a dozen collections of his own poetry; was joint editor of the Greville Press with Harold Pinter and Anthony Astbury; and produced two very successful anthologies, 100 Poems by a Hundred... Continue reading at The Guardian
[ The Guardian | 2017-08-01 00:00:00 UTC ]
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According to most industry analysts, 2017 will be the first year that brand advertisers and marketers in the U.S. will spend more money on digital advertising than on television advertising. This goes hand in hand with the assumption -- held by many until recently -- that digital marketing is... Continue reading at Advertising Age
[ Advertising Age | 2017-03-22 00:00:00 UTC ]
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Comparison sites and Amazon boost spending on the small screen – but Google and Facebook cut campaignsDigital businesses- online-only companies such as Amazon and traditional firms promoting online services – spent a record £639m on TV ad campaigns in 2016 to become the biggest-spending group of... Continue reading at The Guardian
[ The Guardian | 2017-02-23 00:00:00 UTC ]
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With Flipboard 4.0, Mike and Marci McCue grapple with an alt-fact, ad-saturated internet using a mix of mobile tech, AI, and print-era publishing aesthetics. With Flipboard 4.0, Mike and Marci McCue grapple with an alt-fact, ad-saturated internet using a mix of mobile tech,... Continue reading at Fast Company
[ Fast Company | 2017-02-08 00:00:00 UTC ]
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Novelist Donal Ryan is the latest name forced to seek an income outside books, while children’s writers complain that stars from other media monopolise advancesDespite scoring three bestsellers in five years and a clutch of awards, The Spinning Heart author Donal Ryan has been forced to return... Continue reading at The Guardian
[ The Guardian | 2017-02-07 00:00:00 UTC ]
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Hannah Hart's fans probably know her pretty well. After all, the YouTube star has uploaded 529 videos in the past five years. However, there have been some things she hasn't been ready to discuss with them—until now. With the release of her second book, Buffering, Hart is showing fans even... Continue reading at AdWeek
[ AdWeek | 2016-10-19 00:00:00 UTC ]
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They’ve become the voice of the millennials and now films, TV shows, book deals and live tours are followingYou may not have heard of Joe Sugg and Caspar Lee, but these British YouTube stars have more than 11 million subscribers and more than one billion views on Google’s online video service.... Continue reading at The Guardian
[ The Guardian | 2016-04-09 00:00:00 UTC ]
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Former book publicist Sloane Crosley tells Anna James why she had to quit her day job in order to write her first novel, The Clasp. Continue reading at The Bookseller
[ The Bookseller | 2015-10-17 00:00:00 UTC ]
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Here's a reversal pretty much nobody saw coming: What used to be regarded as one of the most skippable forms of advertising -- custom content -- is now being held up by many in the industry as the thing that just might save advertising from all manner of ad-avoidance behavior, including ad... Continue reading at Advertising Age
[ Advertising Age | 2015-10-12 00:00:00 UTC ]
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Music to the ears of people who buy and sell print ads: Martin Sorrell, the chief executive officer at WPP, says newspapers and magazines might not be getting the credit they deserve.According to a report in the Times of London, Mr. Sorrell told an audience this week at a Broadcasting Press... Continue reading at Advertising Age
[ Advertising Age | 2015-03-28 00:00:00 UTC ]
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What's the logical second act for a baseball player who has won a Roberto Clemente Award, two Hank Aaron Awards, five Silver Slugger awards, and five Golden Glove Awards? Content marketing, of course.At least, that's what Derek Jeter seems to think, having launched The Players' Tribune just four... Continue reading at Advertising Age
[ Advertising Age | 2014-11-04 00:00:00 UTC ]
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By understanding our tastes and habits, Facebook could steal billions of dollars in ads from traditional media and get Madison Avenue out of the stone age.Facebook has never been a company lacking in foolish ambition--witness Facebook Home, Beacon, Places, and other monumental undertakings. But... Continue reading at Fast Company
[ Fast Company | 2014-01-25 00:00:00 UTC ]
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This morning Upworthy.com, which crested at 30 million unique visitors in May thanks to a runaway viral hit, announced that they've started piloting sponsored posts to generate revenue, and shared with Fast Company a bit of their secret sauce. Founded 14 months ago by Moveon.org's Eli Pariser... Continue reading at Fast Company
[ Fast Company | 2013-07-01 00:00:00 UTC ]
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