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.
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.
Meters and other online subscription models won't fix a lousy website experience – they'll only make it worse. That's why publishers considering a paywall need to think about more than just pricing.
The concept of integrating content and commerce appeals to Dwell Media President Michela O'Connor Abrams, who aspires to turn the magazine brand into a "design department store." The latest experiment with e-commerce is part of Dwell's evolving multiplatform approach to engaging its audience of design enthusiasts. Full Story
With the explosive growth of digital video, more publishers are getting into the game. Turning online video into a successful venture involves four critical elements: creative, production, monetization and marketing.
The Atlantic made an admittedly misguided decision to run a sponsored post from the Church of Scientology. Three key missteps should serve as lessons for publishers looking to grow sponsored content or other native advertising programs. Full Story
Early indications of a tipping point as digital revenues catch up to print at leading brands. As publishers experiment with new products and services, can they continue to turn digital dimes into real dollars? Full Story
Google's year-old encrypted-search feature has had a chilling effect on publishers’ ability to track organic search referral terms, according to new research from Optify. 'Not provided' referrals now account for almost 40% of traffic data to B2B sites. Full Story
Magazine brands are finding pockets of success with digital programs, but most have yet to tie all the pieces together effectively for their advertisers. L2's latest research highlights the need for consumer brands to begin monetizing - and integrating - all of their digital channels.