Advertising

Blog

The stars (and stats) align for a mobile publishing surge

Apple this week introduced version 7 of its iOS mobile operating system, which CEO Tim Cook called the “biggest change to iOS since the introduction of the iPhone.” With such a dramatic backdrop, it seems like a good time to assess the mobile market and the opportunities for publishers. Full Story

by Rob O'Regan

June 12, 2013

• Tablet Publishing
• Apps
• Mobile web

Blog

Can native ads scale? Hearst thinks so

One way to address the scale challenge of native advertising is to develop a variety of native ad formats and allow advertisers to pick and choose what suits them best. That’s the approach Hearst is taking with its new portfolio of native ad solutions, which provide a variety of options for advertisers to commingle text, photos, video and social streams with editorial content across Hearst’s websites. Full Story

by Rob O'Regan

June 4, 2013

• native advertising
• Custom media
• Advertising

Blog

Using data to grow out of that awkward print-to-digital phase

Audience data is becoming an increasingly valuable asset. But many publishers have yet to master techniques for leveraging audience data. Data management platforms can help. Full Story

by Rob O'Regan

May 29, 2013

• Platforms
• Advertising
• Targeting

Blog

New methods for measuring & improving audience engagement

Tracking how your audience is engaging with your content and brand across digital channels is becoming increasingly important. Here are three ways vendors and publishers are addressing the challenge. Full Story

by Rob O'Regan

May 21, 2013

• Web Analytics
• Social Media
• Engagement

Blog

Media's role in the digital commerce revolution

All signs point to a continuing upward trajectory for e-commerce. As publishers explore ways to integrate commerce and content – through “shoppable” editorial or new forms of commerce-enabled native advertising – they’ll face several challenges. Full Story

by Rob O'Regan

May 16, 2013

• E-Commerce
• Content Strategy

Blog

Publishers need to get their apps in gear

Magazine publishers need to make some hard decisions about their commitment to mobile as content consumption habits shift to smartphones and tablets. The elements required to justify greater investment in mobile development are quickly falling into place. Full Story

by Rob O'Regan

April 23, 2013

• Tablet Publishing
• Smartphones
• Mobile web

Blog

As marketers become publishers, how will media brands adapt?

Much of the discussion around native advertising ignores a larger trend: Marketers going direct to readers and building their own audiences, cutting publishers out entirely except to rent their traffic and push clicks to their own media. How can publishers adapt to this shift? Full Story

by David Churbuck

April 10, 2013

• Custom media
• Marketing services
• Business models

Blog

Tablet as publishing hub?

Indie publishers such as Bullett Media are using the tablet as a launching pad for new business models. Among its offerings: custom interactive ad development for tablet editions. Full Story

by Rob O'Regan

April 9, 2013

• Tablet Publishing
• Apps
• Advertising

Blog

Native advertising: A fine line between 'innovative' and 'insidious'

Two camps are forming around native advertising. One believes the practice is misleading and unethical. The other believes native advertising is an innovative way to “add value” to the advertiser-audience relationship. Publishers will need to figure out the right programs and policies to avoid the former and influence the latter. Full Story

by Rob O'Regan

March 26, 2013

• native advertising
• Org structures
• Advertising

Blog

Media companies must take a stand on audience value

Premium publishers must re-evaluate their value proposition, positioning themselves as the highest quality environments for brand engagement – and then turning that engagement into real economic value. Full Story

by Mark Yackanich

March 14, 2013

• Paid Content
• Marketing services
• Business models