Audience Development

5 Things Publishers Must Consider As They Build Their Platform Strategy
March 24, 2017 at 2:44 pm

Yesterday Publishing Executive hosted its inaugural FUSE Forum on the topic of distributed content. “Distributed content,” is publisher content that is hosted and consumed wholly or in part on external platforms like Facebook, LinkedIn, or Google AMP. Distributed content has reached new heights as platforms have grown in popularity and in number, becoming some of…

LinkedIn Is Rolling Out a Trending Topics Section
March 22, 2017 at 1:57 pm

LinkedIn is known for helping people find their next job, but now it wants to help people find their news, too. On Wednesday, the professional network is rolling out a “Trending” topics feed, a new section of the app where users can find a collection of recent news stories and accompanying user posts that are…

7 Email Design Must-Do's for Today
March 21, 2017 at 2:05 pm

The bottom line is email can run our lives. Because this is the case for many people, we need to design marketing emails to make life

'Truth' Is Diluted When Publishers Chase Scale
March 20, 2017 at 2:02 pm

Research by Moat on behalf of the World Media Group has demonstrated the extent to which publishers rely on the trusted nature of their brands to command high ad prices. Moat report that attention paid to ads on the WMG brands far outstripped agency standards, with desktop video and mobile ads singled out as particularly…

Mutant Digital Offspring: Why Are Publishers' Newsletter Promotions So Lame?
March 14, 2017 at 2:33 pm

OK, my digital friends, you can stop snickering now. My post last month about how some of my fellow print dinosaurs are marketing their magazines set some tongues wagging on the digital side of Magazine Media Land. But in the Stupid Marketing Olympics, direct-mail pieces that look like something out of the Pleistocene Era can’t…

Why We Click on News Stories
March 14, 2017 at 2:17 pm

For news organizations, clicks are tracked closely. They generate advertising revenue and help newsrooms to better understand audience interests. But what motivates news users to click? The reasons are diverse and perhaps unexpected, according to a study forthcoming in the academic journal Journalism by Ph.D. candidate Tim Groot Kormelink and journalism studies professor Irene Costera…

Why Digital Transformation Is Easier for Some Media Companies
March 13, 2017 at 2:57 pm

Digital transformation in media isn’t new. It’s been happening for over 20 years now and the landscape is still evolving and changing even today. Change like this hasn’t been easy for individuals, companies, or the media industry. But while it’s been a challenge, some companies have navigated this digital transformation more easily than others. For…

How The Atlantic Is Scrambling to Keep Readers on Its Own Site
March 13, 2017 at 2:41 pm

The Atlantic has spread its articles across platforms, from Facebook to Twitter to LinkedIn. It was one of the first publishers to launch on Facebook Instant Articles, and embraced Google’s counterpart, Accelerated Mobile Pages. It credits moves like that with a 30 percent increase in its digital audience and 20 percent increase in revenue last…

What’s the Value of a Like?
March 13, 2017 at 2:33 pm

Brands spend billions of dollars a year on elaborate efforts to establish and maintain a social media presence. Think of the live-streamed video of a man setting a world record by skydiving from 128,000 feet (Red Bull) and the strange tweets sent from a supposedly hacked Twitter account that in fact originated with the company…

Can Publishers Rebuild Customer Loyalty with Apps?
March 7, 2017 at 3:06 pm

It wasn't too long ago that apps were enthusiastically touted as the future of publishing. The launch of the iPad brought a wave of optimism and a flood of digital publications – but the euphoria was short-lived. For most publishers, initial downloads were impressive but usage was dismal and revenue, either from sales and subscriptions…