Audience Development

When They Trust Media Less, They’re Willing to Pay More
June 21, 2017 at 9:22 am

A new study of internet users in Spain shows that those who trust “the media” less are more willing to pay for news online. The explanation for this counterintuitive behavior is that those distrustful folks “are willing to pay for those specific media that they trust”, according to the researchers, Alfonso Vara-Miguel of the Universidad…

Audience Development Is Not the Same as Circulation & Why the Difference Matters
June 12, 2017 at 1:59 pm

Too many publishers approach their audience development strategy with the same old-school mindset they use to grow print circulation. They hunt down individuals that they think qualify for a particular magazine, send them a direct mail offer, and try to get them to pay for a subscription. Today audience development is much more complex, thanks…

What’s the Future of Media? Ask BuzzFeed Chairman And HuffPost Co-founder Ken Lerer.
June 8, 2017 at 4:58 pm

If you want to understand where the media is heading, talk to someone with experience — someone like Ken Lerer, who has a lengthy résumé as a New York media mogul. He helped start MTV, co-created HuffPost with Arianna Huffington, and was an exec at AOL Time Warner during its highest-flying days. On the latest…

The Onion’s Founder Reveals How to Build a Standout Brand
June 1, 2017 at 4:13 pm

Founding editor of The Onion Scott Dikkers believes that embracing extremes is key to building a strong brand. For The Onion, that meant making its fabricated news stories as outrageous as possible so that they garnered the most attention. It also meant investing huge amounts of resources into its content (Dikkers admitted to spending upwards…

People Consumed More Media Than Ever Last Year — But Growth Is Slowing
May 31, 2017 at 2:00 pm

People watched, read, listened, streamed and posted more media than ever in 2016, but that consumption plateaued this year, according to data released today by research firm Zenith. Globally, individuals on average spent 456.1 minutes each day consuming media last year; in 2017, it’s expected to decline slightly to 455.8 minutes. That suggests we’ve reached…

How to Reach the New B2B Audience
May 22, 2017 at 2:54 pm

B2B and consumer marketing are on a collision course. For all the things that set these two disciplines apart, we’re now seeing the beginnings of a convergence. Consumer tactics are increasingly being used for B2B, while B2B has provided valuable insights for consumer marketing. The B2B audience has now drastically shifted and significantly expanded. Gone…

Saveur’s Founding Editor Says Magazines’ Strong Brands Are Their Saving Grace
May 22, 2017 at 2:44 pm

According to Dorothy Kalins, the founding editor of Saveur and former executive editor at Newsweek, trust and quality are the two mainstays of a successful magazine brand. Throughout her 23-year career, Kalins has seen magazine companies foster brand loyalty through a singular focus on quality content. Growing…

10 Strategies Publishers Can Learn From Content Marketers
May 16, 2017 at 2:12 pm

Journalism and content marketing – they are two sides of the same industry. Journalism needs content to build brands, make markets and define opinions. Content marketing needs content to make money with opinions and stories based on brands’ messages. Increasingly journalists work for…

A Focus on Digital Habits Could Help News Publishers Fight Facebook
May 15, 2017 at 2:21 pm

How might news publishers recapture information habits from Facebook and create a more elevated, productive public discourse? New research into how people build habits, and thriving technologies around them, could help point the way. Devices like Fitbit and apps like iPhone Health are helping users improve exercise, sleep, and eating habits. Publishers might even take…