Data

Before Publishers Can Unlock Reader Revenue, They Need to Convert Unknowns
December 11, 2017 at 2:46 pm

As publishers move to monetize their audiences directly, audience relationships become more important than ever. While publishers invest in targeting and personalization technology that uses data to build these relationships, the elephant in the room remains: publishers typically only have actionable, first-party data for less than 20% of their audiences. For these relationships to develop,…

The Future of Print Is Data-Driven & That Future Is Here
December 4, 2017 at 1:05 pm

Just how meaningful is print in what’s come to be called the world of “omnichannel” communications? To publishers and to brands that owe their success to direct mail and catalogs, the answer might seem too obvious to need repeating. However, that leaves all the other media and marketing professionals to whom the answer ought to…

How Sentiment Analysis Could Boost Programmatic Advertising
November 30, 2017 at 9:30 am

Online advertising is easy to ignore. In fact, Proctor & Gamble recently found that only 20% of its online ads were viewed for more than 2 seconds, the minimum standard for viewability according to the Media Rating Council. Ad viewability and resonance are huge problems that many advertisers and publishers have struggled to remedy. One…

What Publishers Need to Do About GDPR
November 29, 2017 at 9:36 am

The EU’s General Data Protection Regulation (GDPR) goes into effect May 25, 2018. That’s only six months away, but I’m surprised by how many publishers don’t know about GDPR, don’t think it affects them, or they think they’re compliant, but they’re not. We’d much rather focus on the fun part of publishing: creating great content,…

How Much Do Analytics Matter in Podcasting?
November 21, 2017 at 8:00 am

As analytics make podcast advertising more formulaic, brands are increasing their advertising spend on on-demand audio. According to audio platform audioBoom, 93 percent of brands have increased their podcast advertising spend from 2016 to 2017, and per the latest Bridge Ratings forecast, ad spend is expected to hit $534 million in 2020. Now with new analytics…

Data Leakage Devalues Publishers' Biggest Asset -- Their Audience
November 21, 2017 at 8:00 am

I’ve worked on countless media kits. Every one of them talks about how well the publisher knows its audience. Big Data says they know your audience, too. They tell advertisers not to waste money paying a premium to reach buyers in your magazine or website, because their scary data analytics can pinpoint buyers even better.…

Best Sound Bites from DigiPub: Harnessing the Power of Data-Driven Print
November 17, 2017 at 3:59 pm

Yesterday Publishing Executive, Book Business, and Printing Impressions hosted the first ever DigiPub Conference, which brought together leaders from the magazine, book, catalog, and printing industries to discuss new opportunities created by digital printing and data targeting. These technologies are helping publishers and marketers deliver faster, more relevant, and more valuable media to consumers. As Publishing…

It’s Time for Publishers To Build Trading Desks of Their Own
November 2, 2017 at 12:40 pm

With social media dominating the way readers find and consume content, digital publishers are faced with daunting challenges. Sponsored posts and native promotions are gaining traction and fewer people are visiting website homepages or responding to organic updates and shares. As costly paid promotions gain traction, the long-term future of digital publishing hangs in the balance.…