Your eMedia Vitals this week: 7.22.11


Need to catch up? Here are the must-read stories for digital media professionals in the last week.

From our staff

Tablet advertising: Which metrics matter?: Are media buyers and media companies on the same page when it comes to measuring the effectiveness of tablet advertising? The new platform requires new ways of thinking about metrics.

Condé Nast, Adobe promote new metrics for digital editions: A new set of engagement-oriented audience metrics, which the two companies introduced Thursday, will provide more information and insight to advertisers and media buyers. Your eMedia Vitals this week

The savvy salesperson's marketing edge: In her latest post about sales, Kat Heisler writes how the line between marketing and sales in publishing continues to blur as digital campaigns become increasingly intricate and time-consuming to manage. Salespeople are in an unprecedented position to strengthen their business relationships with marketing services.

How to use website wireframes: A website wireframe is a great way to get consensus about what needs to be included when you are designing or re-designing a website. Mitch Speers explains how to make sure a wireframe gets your redesign off on the right foot.

Publisher turns niche directory into digital business: Some publishers have struggled to transition their print directories to the digital space. But niche publisher I&MI Media has turned its directory of meeting and conference venues into a successful do-it-yourself online workbook — and is now looking to build a new business around the database tool it built.

Cloud providers form alliance for media companies: Media companies are relying more on cloud-based software for everything from content management to Web hosting and workflow tools. The Om Alliance aims to improve the process for publishers.

Protecting your brand from the new 'xxx' domain: An Internet domain called '.xxx' will be a new home for the adult entertainment industry, and it just might affect your brand. Media companies that don't want to be associated with a porn site will be able to pay a fee to block it.

Mapping tool adds more insight to audience data: LiveRamp technology connects offline consumer demographics with online visitor data, enabling publishers to offer better (and more profitable) ad targeting to advertisers.

From around the Web

Twitter drives 4 times as much traffic as you think it does ( In analyses based solely on referrer information, Twitter performs surprisingly poorly relative to expectations many of us have based on our own observations of the volume of link sharing on Twitter. There is a simple answer behind this disparity: Referrers are a poor way to attribute traffic from social sharing.

Smartphone Web ads still a priority for marketers (ClickZ): Despite the hype surrounding in-app rich media opportunities such as iAd, most marketers still focus the majority of their mobile efforts on Web-based display ads, according to a survey from the Interactive Advertising Bureau.

Apple's mobile milestone: iPad revenue exceeds the Mac (paidContent): It became clear Tuesday why Apple CEO Steve Jobs likes to promote the notion of the "post-PC era": It has taken Apple just 15 months to earn more revenue from iPad sales in a quarter than it did from Macs, and that’s coming off a quarter in which Mac growth exceeded that of the broader PC market.

Ad buyers embrace digital, publishers lag (MediaPost): Agency display media buyers are investing big in both new ad products — from audience targeting to custom creative — as well as adopting new buying methods like real-time bidding, according to Forrester Research.

"Implosion" coming to deals space? (Business Insider): A former Living Social salesperson still working in the deals industry speaks about the bubble-like growth in deals companies, increasingly leery merchants, and consumers with "deal fatigue". As the market counts down to IPOs for both Living Social and Groupon at multi-billion dollar valuations, perhaps some caution is in order.

To pique interest, start-ups try a digital velvet rope (The New York Times): Dozens of start-ups unveil their lovingly built sites each day, but most people already have their fill of social network profiles to update and friend requests to weigh. That has led many companies, from small start-ups to giants like Google, to try creating a sense of exclusivity by restricting access.

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