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
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
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
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.
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.
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
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.
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