What Telcos Can Teach the Digital Ad Industry About Convergence

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 ]
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Other Publishing stories related to: 'What Telcos Can Teach the Digital Ad Industry About Convergence'


BISG discuss WBN US and digital changes

Written By: Gayle Feldman Publication Date: Wed, 21/09/2011 - 09:16 The debut of World Book Night U.S., coinciding with the U.K.’s second go-round next April 23rd, was introduced in a keynote at the Book Industry Study Group AGM in New York. read more Continue reading at The Bookseller

[ The Bookseller | 2011-09-21 00:00:00 UTC ]
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BISG discusses WBN US and digital changes

Written By: Gayle Feldman Publication Date: Wed, 21/09/2011 - 09:16 The debut of World Book Night US, coinciding with the UK’s second go-round on 23rd April 2012, was introduced in a keynote at the Book Industry Study Group a.g.m. in New York. read more Continue reading at The Bookseller

[ The Bookseller | 2011-09-21 00:00:00 UTC ]
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Print Declines Outpace Digital Gains

Sales of print books in the major trade categories fell 22.9% in the first six months of 2011 at the houses that report figures to the Association of American Publishers. The declines were greatest among the adult segments, with sales down by more than 20% in the hardcover, trade paperback, and... Continue reading at Publishers Weekly

[ Publishers Weekly | 2011-09-16 00:00:00 UTC ]
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Random House teams restructure for digital

Written By: Benedicte Page Publication Date: Tue, 13/09/2011 - 15:47 Random House has made a series of promotions, including several to entirely new roles, in its group digital, operations, strategy and commercial teams led by deputy director c.e.o. Ian Hudson. read more Continue reading at The Bookseller

[ The Bookseller | 2011-09-13 00:00:00 UTC ]
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Amazon in Talks to Launch Digital-Book Library

Amazon.com Inc. is talking with book publishers about launching a Netflix Inc.-like service for digital books, in which customers would pay an annual fee to access a library of content, according to people familiar with the matter. Continue reading at AllThingsD

[ AllThingsD | 2011-09-12 00:00:00 UTC ]
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First Half 2011 Ad Spending is Up, But Growth is Soft

Data from media measurement firm Kantar Media is showing overall growth in ad spending for the first half compared to the same period 2010. Total ad expenditures rose 3.2 percent totaling $71.5 billion. Continue reading at Folio Magazine

[ Folio Magazine | 2011-09-12 00:00:00 UTC ]
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Print Catalogues Give Way to Digital

With Random House’s announcement last week that it is officially dropping its print catalogues in favor of digital, the country’s biggest publisher joins the growing ranks of houses that have done away with the traditional catalogue. Continue reading at Publishers Weekly

[ Publishers Weekly | 2011-09-09 00:00:00 UTC ]
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Adobe's Digital Publishing Suite Will Support IOS 5 Newsstand Feature

Adobe has announced that its Digital Publishing Suite will support the Newsstand feature in iOS. Continue reading at PC World

[ PC World | 2011-09-08 00:00:00 UTC ]
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Random House Moving to Digital Catalogues in 2012

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[ Publishers Weekly | 2011-09-08 00:00:00 UTC ]
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From Marketer to Printer: Managing Ads

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[ Folio Magazine | 2011-09-07 00:00:00 UTC ]
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Ebury launches digital first romance list

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[ The Bookseller | 2011-09-07 00:00:00 UTC ]
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Faber teams with US firm to provide digital services

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[ The Bookseller | 2011-09-06 00:00:00 UTC ]
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Templar forges digital link for Ology titles

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[ The Bookseller | 2011-09-01 00:00:00 UTC ]
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Readmill Aims to Make Digital Reading Social

As ebooks become popular, there are increasing opportunities to share and personalize the digital reading experience. That's where the upcoming Readmill iPad app and social network come in. Continue reading at AllThingsD

[ AllThingsD | 2011-09-01 00:00:00 UTC ]
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'Ask an author' feature added to Kindle

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[ The Bookseller | 2011-09-01 00:00:00 UTC ]
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Barnes & Noble Digital Sales Quadruple, Retail Sales Decline

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[ Folio Magazine | 2011-08-31 00:00:00 UTC ]
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Yahoo, Gannett Expand Local Ad Tie-In

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[ AdWeek | 2011-08-31 00:00:00 UTC ]
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Digital more than 10% of RH UK sales

Written By: Charlotte Williams Publication Date: Wed, 31/08/2011 - 10:05 E-book sales now account for over 10% of Random House Group UK sales, as worldwide earnings for parent company Random House surged despite a dip in sales. In the first six months of 2011, Random House worldwide reported... Continue reading at The Bookseller

[ The Bookseller | 2011-08-31 00:00:00 UTC ]
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Media Agenda: James Tye talks about making digital publishing profitable

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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Survey: Interactive Ads “Highly Engaging”

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[ Folio Magazine | 2011-08-25 00:00:00 UTC ]
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