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 ]
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Publishing giant Cond? Nast is committed to championing more diverse voices, executives told potential advertisers today at the company's virtual NewFronts presentation. The event comes two weeks after charges of racist and biased behavior toward former and current employees who were outspoken... Continue reading at AdWeek
[ AdWeek | 2020-06-23 19:36:48 UTC ]
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Audible has appointed Brad Schwartz as chief content officer as it aims to expand audio production. Continue reading at The Bookseller
[ The Bookseller | 2020-06-11 22:48:31 UTC ]
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The UK's Save Our Libraries campaign, spearheaded by librarians and authors, began nearly 10 years ago - but has it achieved its goal of stopping closures? Continue reading at Book Riot
[ Book Riot | 2020-06-08 10:31:39 UTC ]
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A consortium of investors led by former News Corp CEO Peter Tonagh will buy the Australian Associated Press saving up to 95 jobsThe Australian Associated Press Newswire has been saved at the 11th hour by a consortium of investors and philanthropists led by former News Corp chief executive Peter... Continue reading at The Guardian
[ The Guardian | 2020-06-05 06:33:42 UTC ]
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Walker Books is releasing picture book Rain Before Rainbows by Smriti Halls and David Litchfield early and for free digitally in partnership with Save the Children’s #SaveWithStories campaign. Continue reading at The Bookseller
[ The Bookseller | 2020-05-31 21:43:34 UTC ]
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Each year around this time, digital publishers and tech platforms announce their content plans for the year ahead. These annual upfront and NewFronts pitches are a bid to partner with agencies and advertisers to reassemble audiences across the ever-changing video landscape. That process will... Continue reading at Digiday
[ Digiday | 2020-05-28 01:23:59 UTC ]
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Consortium of investors say saving as many jobs as possible is integral for Australia’s media diversity, as reports circulate that half of journalists could be culledJobs cuts appear likely at a pared-back Australian Associated Press focused on its fundamental newswire service, if a consortium... Continue reading at The Guardian
[ The Guardian | 2020-05-26 07:19:35 UTC ]
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Macmillan Children’s Books has acquired Chris Riddell’s new poetry anthology, Poems To Save The World With, including work produced during the pandemic. Continue reading at The Bookseller
[ The Bookseller | 2020-05-22 05:59:03 UTC ]
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Indies The Bookseller has contacted have spoken of their "huge relief" after receiving funding from Arts Council England's £160m emergency coronavirus pot, though for many the grants are not a "fix-all". Continue reading at The Bookseller
[ The Bookseller | 2020-05-20 06:53:54 UTC ]
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Leaders of content-to-commerce initiatives at three global news media companies shared in-depth looks at how those projects started and how they are Continue reading at Editor & Publisher
[ Editor & Publisher | 2020-05-18 19:00:36 UTC ]
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The news publishing industry may be getting squeezed by the pandemic economy, but for Interactive Advertising Bureau CEO Randall Rothenberg, it set itself up for failure long ago, by leaning too heavily on advertiser revenue. "When the United States became a national marketplace in the mid to... Continue reading at Digiday
[ Digiday | 2020-05-12 04:00:00 UTC ]
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If you are currently living out your quarantine with an argumentative reader of fantasy and science fiction (possibly this person is your child, who knows), or if you aren’t but would like to be, you may get a kick out of this new video series from Penguin Random House, in which noted authors of... Continue reading at Literrary Hub
[ Literrary Hub | 2020-05-07 14:08:45 UTC ]
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The release of a new print edition of the Associated Press Stylebook has always been a highlight of many editors’ May, especially when it is accompanied by a session at the national conference of ACES: The Society for Editing, when AP editors announce the major changes. This year was a little... Continue reading at Columbia Journalism Review
[ Columbia Journalism Review | 2020-05-06 16:00:05 UTC ]
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The Duke and Duchess of Sussex have released a video of Meghan reading son Archie Duck! Rabbit! by Amy Krouse Rosenthal (Chronicle Books) on his first birthday, in support of the Save with Stories initiative. Continue reading at The Bookseller
[ The Bookseller | 2020-05-05 20:37:52 UTC ]
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Magazine publisher Future Publishing has adapted its content over the last six weeks to be more helpful for readers. The Continue reading at Editor & Publisher
[ Editor & Publisher | 2020-04-20 16:19:08 UTC ]
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Hearst UK knows readers are longing for positive and uplifting content, akin to another version of Italians singing on balconies. Over Continue reading at Editor & Publisher
[ Editor & Publisher | 2020-04-16 16:15:52 UTC ]
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The magazine group has been publishing more positive, feel-good content based on audience research. The post ‘Practical, life-affirming, positive’: How Hearst UK is creating more uplifting content appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2020-04-16 04:00:00 UTC ]
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Like every publisher, Hearst Magazines has had to adapt to creating content in an all-remote world, from putting out magazines Continue reading at Editor & Publisher
[ Editor & Publisher | 2020-04-13 16:58:44 UTC ]
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On March 24, President Trump told a Fox News virtual town hall that he’d love to have America “opened up and just raring to go” by Easter. Bill Hemmer, who was hosting, chuckled, and said that would be “a great American resurrection.” Later the same day, during a second appearance on Fox, Trump... Continue reading at Columbia Journalism Review
[ Columbia Journalism Review | 2020-04-13 12:02:48 UTC ]
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Like every digital publisher, Hearst Magazines has had to adapt to creating content in an all-remote world. "My motto is 'enter smiling,' and I believe there is opportunity in everything," CCO Kate Lewis said on the inaugural episode of The New Normal, a weekly interactive discussion show where... Continue reading at Digiday
[ Digiday | 2020-04-13 04:00:00 UTC ]
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