The convergence of digital and linear business models and operations may be the hottest and most important strategic topic in the digital ad business today. Certainly, it is changing how major stakeholders -- publishers and media properties, brands, advertisers and agencies -- view the industry's immediate-term growth horizons and the longer-term outlook. Major, long-term disruptions appear inevitable.Digital publishers see convergence as a way to tap into the much larger budgets associated with traditional brand advertising and to give their advertisers fuller visibility and broader reach into and across all segments. That is a potentially huge advantage, though considerable work is required to gain it. A relevant historical precedent -- the telecom industry in the mid- to late-1990s -- provides four lessons for digital media and publishing organizations sorting through the implications of convergence:1. Rethink the offerings. Consider how local phone service and long distance -- mainstay products for decades -- were suddenly secondary to wireless, internet and video offerings. Yes, these new products were mostly logical additions to the portfolio (they were all about connectivity and communications). But they came with significantly different customer expectations and pricing structures. They also presented unprecedented opportunity to increase revenue and build stronger customer relationships. Continue reading at AdAge.com Continue reading at 'Advertising Age'
[ Advertising Age | 2015-11-23 00:00:00 UTC ]
[caption id="attachment_126697" align="alignright" width="290"] Hayley Romer, The Atlantic's CRO and Publisher[/caption] Optimism reverberated through the Petite Ballroom in Boston’s Taj Hotel last week at the MPA’s 2018 IMAG conference, and it was palpable. This was my first time attending the... Continue reading at Folio Magazine
[ Folio Magazine | 2018-06-19 00:00:00 UTC ]
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Upscale shelter magazine Dwell, which is moving its editorial operations to Manhattan from San Francisco, just launched an online store that offers fans a handpicked selection of furniture and other home (and office) goods. But rather than acting as a link between buyer and seller, like most... Continue reading at Crains New York
[ Crains New York | 2013-11-03 00:00:00 UTC ]
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The potential for digital to grow readership and increase revenue has been seriously called into... Continue reading at The Bookseller
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