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4 career transitions for journalists

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

by Rob O'Regan

May 8, 2013

• Job skills
• Marketing services
• Business models

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
• native advertising
• Business models

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
• Advertising
• Marketing services

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
• Advertising
• Business models

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

Blog

Brands' content marketing spending rises; how much can publishers capture?

2 new studies show that marketers are upping their investments in content marketing. Publishers should get more aggressive about capturing a greater share of this growing business Full Story

by Rob O'Regan

November 21, 2012

• Custom media
• Marketing services

article

Now blogging on Boston.com: Advertisers

The Globe's "Insights" program puts a new spin on native advertising by letting local brands syndicate their blogs and other social media content on Boston.com. Dedicated pages include social sharing tools and company information and are optimized for mobile. Full Story

by Rob O'Regan

November 13, 2012

• Advertising
• Marketing services
• Business models

article

Forbes gives advertisers an editorial voice

Forbes' 2-year-old AdVoice program, which allows marketers to commingle their own blog posts with staff editorial content, proves that an audience values information from knowledgeable authors – regardless of the source. "We're building a newsroom for brands," Chief Product Officer Lewis D'Vorkin says. Full Story

by Rob O'Regan

September 12, 2012

• Content Management
• Advertising
• Marketing services

article

How data-driven content marketing changes the game

Marketing automation software and other tools allow publishers to unlock the power of all the data they’re collecting. Harvested, aggregated and assimilated lead data can provide insights about the most effective content for driving conversions. Full Story

by Mary Wallace

September 7, 2012

• Email
• Marketing services
• Lead Generation