Advertising

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
• E-Commerce
• 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

Blog

Native advertising and the role of 'brand editors'

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

by Rob O'Regan

March 6, 2013

• Custom media
• Org structures
• Business models

Blog

The Atlantic builds out its 'big data' plan

Looking to add more science to the sales side of its business, The Atlantic hires Breaking Media co-founder David Minkin as associate publisher overseeing ad ops and technology. The goal is to drive business growth by better leveraging data for ad products and programs. Full Story

by Rob O'Regan

March 4, 2013

• Personnel moves
• Advertising
• HR

Blog

New ad unit: The sponsored share

The Atlantic thanks visitors for sharing stories with a pop-up ad. It's the latest twist to monetizing digital content and social activities. Full Story

by Rob O'Regan

February 26, 2013

• Social Media
• Advertising
• Web

Blog

As digital traffic booms, Forbes evolves its ad revenue model

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. Full Story

by Rob O'Regan

February 21, 2013

• Advertising
• Web
• Business models

Blog

Digital transition is the right Rx for healthcare publisher

Remedy Health Media has built a profitable digital business by delivering personalized content to patients - and targeting tools to advertisers. A new website launched with UC Berkeley extends a print newsletter franchise into the digital world. Full Story

by Rob O'Regan

February 19, 2013

• Advertising
• Content Strategy
• Targeting

Blog

3 twists on the native ad model

Native advertising can take many forms, and publishers continue to experiment with ways to integrate brands into their digital properties (and sometimes print as well). Here are three native ad campaigns that feature a little bit of everything – good, bad and ugly. Full Story

by Rob O'Regan

February 14, 2013

• Advertising
• Marketing services
• Web

Blog

Audience data opens up new revenue doors for publishers

Premium publishers offer increasingly sophisticated targeting/retargeting programs, leveraging their first-party data to offer deeper audience insights to advertisers. Here’s how IDG, Farm Journal Media and Hearst’s Jumpstart Automotive Group are turning data into dollars. Full Story

by Rob O'Regan

January 31, 2013

• Advertising
• Marketing services
• Behavioral targeting