Marketers continue to be in love with their own content. Spending on branded content is set to reach $1.8 million this year, or 37 percent of marketers’ ad budgets, up from $1.7 million in 2012, per a Custom Content Council survey. The lion’s share of that is going into print. Spending on publications rose the most of three measured categories in 2013, to just over $1 million from $775,000 in 2012. Spending on electronic content was up 13.8 percent to $574,490 and spending on other content shrank to $264,423. That would seem to bode ill for magazines: 73 percent of respondents said branded content is better than magazine ads, a sizable increase over 2012, when 66 percent said so. Sixty-three percent said branded content was superior to TV advertising, 62 percent favored branded content to direct mail and 59 percent said it trumps public relations. One big question for marketers is whether to outsource their content creation or generate it in-house. Forty percent of respondents said they're doing some outsourcing, down from 56 percent in 2012. But those who are only outsourcing are doing bigger projects, spending an average of more than $1 million this year, up 5.5 percent. Those marketers are increasingly bypassing traditional ad agencies for other types of firms to handle their content creation. Magazine publishers who may be losing ad dollars to branded content seem to be making it up on the custom content side: The biggest recipient of outsourcing is publishing... Continue reading at 'AdWeek'
[ AdWeek | 2013-12-04 00:00:00 UTC ]
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Cornerstone has unveiled E L James’ The Mister with a colourful publicity campaign including a “Superfan Sleepover” and a pop-up branded piano in Sloane Square with a female pianist. Continue reading at The Bookseller
[ The Bookseller | 2019-04-17 00:00:00 UTC ]
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North London-based children’s bookshop Pickled Pepper Books is looking to franchise its brand, with owner Urmi Merchant saying he made the decision after a Waterstones branch opened in the area. Continue reading at The Bookseller
[ The Bookseller | 2019-04-16 00:00:00 UTC ]
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Gen Z can create personal brands faster and more effectively than any generation that’s come before them. If you represent a brand or agency, that should give you pause for thought. Gen Z will make up 40 percent of all consumers by 2020. As this generation of digital natives has been building... Continue reading at Advertising Age
[ Advertising Age | 2019-04-15 00:00:00 UTC ]
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Acorn Intelligence's co-founder Ross Caveille shares his top tips for working successfully with sponsored brands. Continue reading at The Bookseller
[ The Bookseller | 2019-04-13 00:00:00 UTC ]
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For your consideration: a Netflix magazine. Netflix is casting a wider net with an awards-style magazine meant to tout its productions, according to Bloomberg. The online streaming giant will reportedly launch the publication, with the working title Wide, just in time for Emmy Awards campaigning.... Continue reading at Los Angeles Times
[ Los Angeles Times | 2019-04-12 00:00:00 UTC ]
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BuzzFeed is one of few digital publishers to gain significant traction in brand licensing. The post The Rundown: Brand licensing shows promise for few publishers appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-04-11 00:00:00 UTC ]
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Alex Moyet, formerly senior marketing manager at Activision, has joined Penguin Random House (PRH) Children’s as brand director. Continue reading at The Bookseller
[ The Bookseller | 2019-04-10 00:00:00 UTC ]
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Vogue may still be best known for its print edition, whose September fashion issue, though thinner each year, remains a relative bible against its competitors. But some may be surprised to learn that 13.3 million U.S. adults visited Vogue.com in February, according to comScore data, an increase... Continue reading at Folio Magazine
[ Folio Magazine | 2019-04-05 00:00:00 UTC ]
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Bloomsbury Business has landed a guide by UK marketing specialist Kubi Springer on how to build a powerful female brand. Continue reading at The Bookseller
[ The Bookseller | 2019-04-04 00:00:00 UTC ]
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Scribd Originals, which launched today, will feature new works by a range of authors that will be available exclusively to Scribd subscribers in both ebook and audiobook formats. Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-04-03 00:00:00 UTC ]
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Movie-driven science fiction tops China's bestseller lists in February, and we have news on the fast rise of 'paid-for content' in China. The post China Bestsellers for February: ‘Paid-For Content’ in the Chinese Market appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-03-27 00:00:00 UTC ]
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[caption id="attachment_153707" align="alignright" width="290"] Creative from "Merrell Magic," a custom-content campaign by AIM's Catapult Creative Labs and Backpacker magazine.[/caption] Requiring deeper insights and data, broader access to audiences and agency-like services from publishers,... Continue reading at Folio Magazine
[ Folio Magazine | 2019-03-27 00:00:00 UTC ]
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The Content Blockchain project, a collaborative effort among three companies, includes the development of the ISCC, an identifier of content in a decentralized ledger environment. The post Content Blockchain Project Wins One of Germany’s Digital Publishing Awards appeared first on Publishing... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-03-25 00:00:00 UTC ]
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The Gawker alumna has focused on diversifying the midsize news publisher's revenue streams and growing the size of its loyal audience. The post Beast Mode: Daily Beast CEO Heather Dietrick explores the power of the news publisher’s brand appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-03-25 00:00:00 UTC ]
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The Hay Festival has a new look that changes its colors with each of its international festivals, and the fledgling BKS agency has a London Book Fair sale to Canongate. The post Industry Notes: Hay Festival’s New Branding; BKS Agency’s Sale to Canongate appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-03-21 00:00:00 UTC ]
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The six-month program, featuring eight North American news publishers, is designed to unearth insights that can be shared across the news ecosystem. The post Google starts ‘subscriptions lab’ for local publishers to develop paid content appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-03-20 00:00:00 UTC ]
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#local publishers
Costs for paid video distribution on Facebook has more than doubled year-over-year. The post Video Briefing: Rising costs on Facebook force publishers to rethink branded video distribution appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-03-13 00:00:00 UTC ]
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Sixty-eight percent of 97 publishers that produce news or time-sensitive stories said they plan to create more evergreen content according to a survey by Digiday this February. The post Digiday Research: Chasing revenue, news publishers are producing more evergreen content appeared first on... Continue reading at Digiday
[ Digiday | 2019-03-04 00:00:00 UTC ]
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Facebook content moderators are suffering breakdowns, paranoia and mental health issues according to a person who claims to be a moderator for the company, and who hosted an anonymous Reddit "Ask Me Anything" Monday night. The interview and questions took place a day after The Verge published an... Continue reading at Advertising Age
[ Advertising Age | 2019-02-27 00:00:00 UTC ]
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Welcome to our weekly rundown of the Top 5 most innovative brand ideas you need to know about now.5. Shutterstock: Pop-Art Oscars PostersIn time for the Academy Awards, Shutterstock debuted yet another round of pop-art inspired versions of movies for Oscar-nominated films. Among them, a comic... Continue reading at Advertising Age
[ Advertising Age | 2019-02-25 00:00:00 UTC ]
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