Blogs

4 Tips to Boost Engagement With Email Personalization

Marketers within the publishing industry are well aware that audiences want to read content that is relevant to their unique, individual interests and needs. The more successfully publishers tap into this expectation, the higher and more engaged readership will be. The same thought process should apply to e-newsletters and email marketing campaigns, as well; yet…

Newsstand Promotions: A Cornerstone to Publishing Success

Normally one would ask a question in the blog title: “Newsstand Promotions, Are They Necessary?” or “Do We Have to Promote on the Newsstand?”. I really don’t think this is a question at all; promotions are a crucial investment in your magazine. In the past I’ve written about the importance of cover design and the…

How Publishers Should React to Google’s Interstitial Crackdown

Publishers were thrown into a bit of a panic recently when Google announced they’d be penalizing websites that use “intrusive interstitials” (aka pop-ups & lightboxes) on mobile. The reason for the panic is that interstitials are widely used among publishers for various purposes, including: Advertising: This is the main target of the Google crackdown --…

Other Staff Bloggers
Data & Audience

Marketers within the publishing industry are well aware that audiences want to read content that is relevant to their unique, individual interests and needs. The more successfully publishers tap into this expectation, the higher and more engaged readership will be. The same thought process should apply to e-newsletters and email marketing campaigns, as well; yet…

Publishers were thrown into a bit of a panic recently when Google announced they’d be penalizing websites that use “intrusive interstitials” (aka pop-ups & lightboxes) on mobile. The reason for the panic is that interstitials are widely used among publishers for various purposes, including: Advertising: This is the main target of the Google crackdown --…

We’ve heard how Facebook is changing its algorithms and how the organic reach of Facebook posts is rapidly declining. Organic reach is now estimated to be less than 6% and Ogilvy has even predicted that organic reach on Facebook will soon be zero. Maybe there really is too much competing content now. Or maybe Facebook…

Content & Digital Media

Normally one would ask a question in the blog title: “Newsstand Promotions, Are They Necessary?” or “Do We Have to Promote on the Newsstand?”. I really don’t think this is a question at all; promotions are a crucial investment in your magazine. In the past I’ve written about the importance of cover design and the…

The magazine industry has been a leader in collecting valuable data on its readership and using it effectively to generate advertising dollars and highly targeted campaigns. Some of the largest media conglomerates have tens of millions of addresses in their databases, with hundreds of data points collected from surveys, contests, newsletters, external demographic providers, and…

The table for digital publishing in 2017 was actually set last fall when Apple killed off its newsstand app. This set the wheels in motion for Adobe to de-emphasize its digital publishing software in February in lieu of mobile app development. Just like that the two biggest players in the digital publishing game were now…

Sales & Advertising

There is a mystery wrapped in an enigma standing right before us in the media industry, and at first and second glance it just doesn’t make any sense. Let me try and approach it this way -- you walked down a block in your hometown many times and got robbed more than once, in fact,…

In just over a week, media sellers will convene in NYC for the second annual Reboot: Radically Transforming Media Sales. Leading Reboot is our Chief Media Alchemist Andrew Davis, of Reboot Ride-Along fame. In a series of interactive sessions, Davis will challenge media salespeople to sell marketing outcomes, help them get inside the head of the…

As the former CEO of Penton and Cygnus Business Media, John French is well aware of how crucial the success of the sales team is to the success of the overall media organization. He’s also keenly aware of how urgently media companies need to change their sales strategies to accommodate the needs of modern marketers…

Printing & Production

Unless Congress stuns the world by doing something about the U.S. Postal Service other than naming more post offices, publishers on average will experience slightly lower postal rates in 2017 than this year. In fact, for all of the “Three Ps” of print magazine publishing — Postage, Printing, and Paper — publishers should be more…

Well, this is big news and could have a big impact on the publishing industry. I expect several mergers and/or additional buyouts after this pending Xerox-R.R. Donnelley deal goes through. As I see it, when the dust settles, it will be seen as an opportunity for the printing community to take down some more iron…

Get ready for the rise of mass-customized “B2Me” magazines. Once a pipe dream, the concept of magazines that are tailored to each reader is now a reality. Consider, for example, ZEB magazine of Belgium, which has a print run of 150,000 copies that are so customized and personalized that no two copies are alike. Or…

Business Management

I’m not a recruiter; I’ve never been a recruiter. I’ve hired a lot of people over the years and when I look back I can honestly say that I’m not great at it and I’m the first to admit it. I’ve completed courses and read books, often with contradicting advice. I’ve followed the steps and…

Last October I attended and reported on the FIPP 40th World Congress in Toronto. The overwhelming topic of the event, which was repeated many times by most of the speakers there, was the need for corporate culture change in the media workplace. Joe Ripp, CEO of Time Inc., said it. Tsuguhiko Kadokawa, Chairman of the…

Most of the 2016 predictions for content publishers that I’ve seen predict continuations of trends that have been going on for many years: shift to mobile, more use of video, continued loss of sales and revenue at retail, adaptation to ad blocker technologies, and so on. Fair enough -- we’re barreling in that direction, and…

News

I go to a dozen or more media conferences each year. Many I speak at and others I report on as a media analyst and journalist. I always hope to learn something new or hear different perspectives. I have seen the best and the not so great. Having attended the good and the bad, it…

BoSacks interviews Time Inc. CEO Joe Ripp about his new role as the chair of the American Magazine Media Conference, which the MPA will host in Manhattan on February 1st and 2nd. Ripp discusses why events like the AMMC are important for the health of the magazine industry and previews some of the conference sessions…

My friend Samir Husni has penned a short essay and complaint about "numbers" used in our industry for purposes of industry review and analysis (Click here). He bemoans the way some media reporters publish stats on the number of new titles in each quarter, and he wishes that they reached out to him for his extensive collected number of new launches. I suggest that his collection of data is very large, unique, and probably the most definitive.