Today In Publishing

How Automated Advertising Can Help Publishers Cut Out the Ad Tech Middleman
October 11, 2017 at 1:55 pm

When it comes to automated advertising, publishers and advertisers have just scratched the surface. We have seen, and will continue to see, rapid growth in programmatic advertising and real-time bidding. But while programmatic and RTB have played a critical role in automating the delivery functions of media buying, both tools represent a narrow slice of…

A Salesperson's Most Valuable Resource Is the Audience Development Manager
October 9, 2017 at 11:59 am

Audience data is king in modern media sales. Salespeople need to have a deep understanding of their audience in order to help advertising clients connect with that audience and convert them to a purchase. In order to do this, sales expert John French recommends media salespeople tap into the most valuable resource in their organization…

The Dangers of the Digital Advertising Echo Chamber & How to Get Out
October 6, 2017 at 2:18 pm

Seismic shifts are underway in the digital advertising world. While some publishers cling to the ad-driven revenue model that has sustained the industry for generations, others are furiously working to branch out from this crumbling paradigm. Regardless of which side of the divide a publisher falls on, one truth remains: To survive in an industry…

To Launch a PWA, Forbes Had to Change Its Culture First
October 5, 2017 at 12:18 pm

In the online world, and in particular mobile, the old adage “time is money” rings true. Publishers with slow, unreliable mobile sites risk high bounce rates and missed revenue opportunities. That was the challenge Forbes faced last year when it compared the start render time -- how long it takes for the first content element…

Why Publishers Have the Upper Hand in the Growing Podcast Market
October 4, 2017 at 12:56 pm

You know podcasts are really a thing when the former Vice President of the United States has one. If you’re interested to find out what ‘Joe wants you to know’, you can listen in to his five to 10 minute episodes on iTunes, Spotify, and Google Home or just shout out, “Alexa, enable Biden's Briefing.”…

How Publishers Can Convert Unknown Visitors to Known Audience
September 22, 2017 at 9:37 am

The majority of visitors to publishers' websites are unknown to them, with industry estimates suggesting as many as 80-90% of visitors leave behind no actionable first-party data. That is a huge problem and opportunity for publishers. Knowing who an individual is and what their interests are is valuable data that can fuel a number of revenue-driving efforts, from targeted advertising to…

Media Pitch: Apex Decisions Crunches Big Data to Identify the Best Ways to Monetize Readers
October 2, 2017 at 2:03 pm

Publishers have embraced data as invaluable decision-making tool that guides content strategy and audience development. Still, many publishers are slow to act on their data, often testing a certain strategy for months, analyzing results, and eventually changing tactics if those results are not promising. What if publishers could use the data they already have about…

The Coming Advertising Tsunami of 2018, Pt. 1
September 29, 2017 at 2:20 pm

Check out Part 2 of this series to learn how publishers can adapt to changes in E.U. data regulations, Google ad filtering, and improve viewability. Are B2B publishers about to get slammed by internet forces beyond our control? If you follow the breadcrumbs of recent news reports and announcements, it looks like there is a…

Publishers Say Email is #1 Revenue-Driving Technology
September 28, 2017 at 11:54 am

When we talk about technology in the publishing industry, we often discuss what’s new and groundbreaking, like how publishers are using chatbots to deliver personalized newsfeeds or dipping their toes into voice assistant platforms like Alexa and Google Home. Although new technologies are exciting and certainly worth exploring, many publishers have a more pressing question:…