Pub Talk
By Jim Sturdivant
About Rob
Rob Yoegel takes an active role in North American Publishing Company's online efforts including content, sales, marketing, usability, functionality and vendor relations as Vice President, e-Media. Rob works directly with publishers and editors in developing a consistent strategy from print to online.
A former journalist, Rob has been involved in Internet strategies since 1996 serving as an associate editor of Target Marketing magazine, where he regularly contributed articles related to the Internet, including e-commerce, Web site design/development, e-mail, fulfillment, customer service and marketing integration. He also spent one year as publisher of PhillyTech Magazine, a regional technology magazine published by Philadelphia Newspapers Inc. E-mail him at ryoegel@napco.com or call (215) 238-5344.
Publishers' Dojo
Actually, Some Publishers Do Like Apps: An Answer to Jason Pontin
May 14, 2012Who can resist the person brave enough to cry out that the emperor has no clothes? Once again Technology Review’s...
Profit from Publishing!
How Well Do You Know Your Market—Really?
May 2, 2012How well do you know your market? Sounds strange, doesn’t it? Why would I ask you about your market, a...
The Postal Pundit
Pointing Fingers With Your Head In The Sand
Apr 12, 2012April is here and we now know that March madness was more than just basketball.
Part of...
B2B Beat
Mojo Still Trumps Metrics
Apr 3, 2012It sometimes feels like we are living in a jargon jungle. Since the whole concept of a thing called "advertising...
The Digital Domain
Carr and Quittner on Flipboard: A Trusted Wingman for Publishers?
Mar 20, 2012For those who skipped Monday morning's keynote at the Publishing Business Conference & Expo featuring an interview of Flipboard Editorial...
The Digital Market
Location, Location, Location: The Success of Apple Newsstand
Nov 2, 2011My grandfather Robert Garretson was a marketer for Carling Black Label beer in the Midwest. While no stranger to the...
Everything Publishing
A New Way To Be a Player
Sep 19, 2011If you want to increase affinity with your brand, grow traffic (up to 20x for some sites) and retention, create...
Media Vent
A Short Story About Editors
Aug 17, 2011I will now somewhat ashamedly admit that when I was a young publishing executive at High Times, I sometimes took...
Byte Back
What Is “Interactive” Anyway? (Part 2)
Feb 28, 2011The real question, it turns out, is less about embedded multimedia than it is about personalization, relevance and immediacy of...
The Death of Display Ads and What Interactive Can Learn From Print
|
Print publishers are having a tough time trying to keep their version of display advertising afloat. With print production costs rising, and in this age of cost-per-click, cost-per-lead, cost-per-whatever, magazine ads are fighting an uphill battle and need to find a way to become more relevant and cost-effective to remain part of a marketer's advertising mix.
It's ironic that some folks already are predicting the demise of the online version of display ads (banners, leaderboards, skyscrapers, etc.). Even worse, a term like "display advertising" has crossed over into the online space often causing confusion and indicating to me that interactive purists have turned their backs on print. Just this past week I had to edit one of our media kits for 2009 and change "Display Advertising Production Specifications" to "Print Advertising Production Specifications." After all, a half-page island certainly doesn't mean the same thing as a 300x600 pixel half page IMU (interactive marketing unit).
Targeting advertisements based on a user's click stream (links clicked on a Web site), geographic location, browsing behavior or registration data (demographics) is what many ultimately believe will be the real winner for online publishers and advertisers.
Some of the online publishing big-boys like Facebook keep tweaking their ad targeting while occasionally falling on their face. A prime example is what happened to Washington Post writer Rachel Beckman this past month. You have to wonder how long it will take for things like Engagement Ads to meet a similar fate.
Google recently announced it's cutting the length of time it keeps users' personal data from 18 months to nine months. Geez, trade publishers have kept personal data (demographics) for decades! Google AdWords pushes Quality Scores for its SEM placements and now sites like CNET are asking for ad feedback on their Web sites (see photo below) in attempt to get an awful lot of information while the reader/visitor gets nothing in return except the "potential" of more relevant advertising offers.
What this tells me is that people can talk about magazines going the way of 8-track players, AM radio and big-city newspapers all they want, but online publishers and marketers could learn a lot from the print folks who have been doing this stuff for a long time.
Companies Mentioned:
 |
|
Sections:
|
|
COMMENTS
Click here to leave a comment...
