Once upon a time, journalists looking to get out of the “business” would take a PR job for an agency or a company they used to cover. But flacking is so 1990s. Here are four other career-transition options for journalists who have been RIF’d or just want to apply their skills in areas that offer more opportunities for growth. Full Story
B2B media and marketing professionals have to rethink how they serve professionals to develop new customers, products and revenue streams. One of the most effective methods is through customer modeling. Full Story
We’ve been following the trend of brands becoming publishers – aka content marketing – for a while now. It’s time for publishers to start acting like brands by adopting a more customer-centric approach. Publishers that think differently – and much more broadly – about their audience's needs will find many new opportunities for innovation. Full Story
What can traditional publishers learn from pure play digital and social media companies? Plenty. Brands such as Vox Media, Reddit and LinkedIn are building digital business models that combine content, community and technology in new ways. As these models take hold, they should should inspire traditional publishers that are willing to embrace and experiment with new ways of doing business.
A couple of interesting announcements this week, including the merger between ABM and the Software & Information Industry Association, underscore the rapid pace of change that is sweeping through B2B media – and the increasing urgency behind publishers’ transition to diversified, digital-driven business models. Full Story
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
As trust in media and other businesses declines, publishers have an opportunity to use the data they're collecting about their audience to improve loyalty by delivering better service - not just better ad targeting or lead generation. Full Story
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
Publishers that are experimenting with native advertising programs may need to invest in a dedicated editorial team to help brands develop, optimize and publish sponsored content. There’s an urgency to get this right, as brands invest more in native advertising and other content marketing services. Full Story
The reinvention of Forbes Media extends well beyond its content model. The business side of the house is in transition as well as the business publisher seeks to diversify its ad products and keep pace with the growth of the digital audience.