It feels like we've all been talking a lot about content marketing for the last two years, even though the concept isn't really new. We just used to call ads that looked like content "advertorials," but what we're seeing today is a lot more than that.What has changed, and in dramatic fashion, is how brands are thinking about content creation. It's become very aspirational. Until recently, the notion that brands should try to think like publishers was counterintuitive. Either you were a legacy media company and had a publishing platform, or you didn't. And if you didn't, your only way onto the platform with the right set of eyeballs was to buy your way in via display ads or to insert yourself into stories with a smart PR campaign.For the marketers that have invested in hiring writers and editors to tell company stories, on their own sites or via platforms like the New York Times, Buzzfeed, Mashable, Sharethrough and LinkedIn, this has been a revolutionary and empowering new way of thinking. Brands no longer have to simplify their messages to make them fit into ad copy and can simply tell their stories themselves -- through news articles, blog posts, infographics, ebooks and much more. They can be inspiring, informative or funny, and they can even write posts with killer animated GIFs. Continue reading at AdAge.com Continue reading at 'Advertising Age'
[ Advertising Age | 2014-12-30 00:00:00 UTC ]
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The pandemic has put the kibosh on innumerable events this year, one of which was a big 50th anniversary bash for the Open University Press (OpenUP). Half a century is a good innings for any publisher, but it was to be a particularly celebratory occasion for OpenUP and its boss, head of... Continue reading at The Bookseller
[ The Bookseller | 2020-11-27 22:33:33 UTC ]
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Cornerstone has triumphed in a five-way auction to publish a guide to creativity from a former chief marketing officer at Nike, Greg Hoffman. Continue reading at The Bookseller
[ The Bookseller | 2020-11-20 06:18:40 UTC ]
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A “seismic shift” to online shopping during the pandemic has fuelled a “crazy” market for acquisitions of big names, HarperCollins UK c.e.o. Charlie Redmayne has said. Continue reading at The Bookseller
[ The Bookseller | 2020-11-17 23:24:16 UTC ]
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As much as 10% of the content that some news publishers produce is now available only to paying readers. The post ‘Reestablishing our journalistic value’: Publishers make more of their exclusive subscriber content appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2020-11-17 05:01:17 UTC ]
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For participants on "The New Marketing Toolkit" panel, the opening session of PubTech Connect 2020, the word of the day was "nimble," as panelists described how publishers have adapted to changes in the market. Continue reading at Publishers Weekly
[ Publishers Weekly | 2020-11-17 05:00:00 UTC ]
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The audiobook sector's boom means it will be able to accommodate Spotify's move into the market but publishers are still only just realising the sector's potential, Bookwire's Videl Bar-Kar has said. Continue reading at The Bookseller
[ The Bookseller | 2020-11-16 19:16:13 UTC ]
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Caro Parodi, formerly of Octopus Books, is joining Europa Editions UK in the newly created role of sales and marketing manager. Continue reading at The Bookseller
[ The Bookseller | 2020-11-12 23:35:04 UTC ]
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Since lockdown ended, sales of biographies and autobiographies have spiked, rising 16% in volume and 20% in value against the same period last year. Continue reading at The Bookseller
[ The Bookseller | 2020-11-02 06:35:06 UTC ]
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Five years after it left the academic library market, Baker & Taylor has returned. The move, however, does not mean the wholesaler has any plans to get back into the retail market. Continue reading at Publishers Weekly
[ Publishers Weekly | 2020-10-29 04:00:00 UTC ]
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Frankfurt Book Fair director Jürgen Boos has said he envisions a hybrid digital/physical model at the 2021 edition of the world's biggest trade fair. Continue reading at The Bookseller
[ The Bookseller | 2020-10-18 15:36:03 UTC ]
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The Italian Publishers Association's Ricardo Franco Levi and his staff in Milan report on progress in one of Europe's hardest hit markets. The post Frankfurt Report: Italian Book Market Narrows Its Losses appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-10-15 15:25:47 UTC ]
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The Italian Publishers Association joins us today at Frankfurter Buchmesse Special Edition talking about its 'New Books From Italy' program. The post Publishing Perspectives Talks: Italian Book Market Narrows Losses to 7 Percent appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-10-15 15:25:47 UTC ]
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DK has announced plans to accelerate its growth in the education market and the appointment of Hilary Fine to the newly created role of education development director. Continue reading at The Bookseller
[ The Bookseller | 2020-10-14 04:44:13 UTC ]
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As Amazon's yearly two-day sales initiative, Prime Day, winds down on Wednesday, the ABA is launching a new marketing campaign, Boxed Out, that features provocative installations in front of six independent bookstores urging readers to avoid Amazon and shop local. Continue reading at Publishers Weekly
[ Publishers Weekly | 2020-10-14 04:00:00 UTC ]
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The Chinese marketplace is “suffering" from the government’s continued crackdown on the number of ISBNs being issued to publishers of foreign writers, agent Andrew Nurnberg has told Frankfurt Book Fair attendees. Continue reading at The Bookseller
[ The Bookseller | 2020-10-13 21:06:46 UTC ]
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Yesterday, on Twitter, Elizabeth Belsky, a senior marketing manager at Hachette Books, shared her “little personal project of the month: reimagining modern horror films as trade paperbacks from the ’70s and ’80s.” And um, they’re incredibly awesome—the perfect blend of nostalgic design and... Continue reading at Literrary Hub
[ Literrary Hub | 2020-10-13 14:47:47 UTC ]
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Book export organization Brazilian Publishers has a full lineup of online events during the Frankfurter Buchmesse week, as well as a catalogue of titles with rights available. (Sponsored) The post ‘Brazilian Publishers’ Brings Creativity and Content to Frankfurt appeared first on Publishing... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-10-12 02:30:18 UTC ]
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Programming for this year's Weltempfang in the digital Frankfurt has Europe and its connections as the main focus. The post Weltempfang 2020: Issue-Driven Content Scheduled for Frankfurter Buchmesse appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2020-10-02 17:47:39 UTC ]
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Companies need to ensure their brands come across as useful, direct and friendly if they want to appeal to children, according to James Erskine, m.d. of specialist marketing agency Rocket. Continue reading at The Bookseller
[ The Bookseller | 2020-09-30 19:09:45 UTC ]
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Young Adult books saw a huge 43% rise in post-lockdown sales by value as the children's sector as a whole swelled to 33% of the market once shops reopened. Continue reading at The Bookseller
[ The Bookseller | 2020-09-28 00:01:16 UTC ]
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