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If You're Planning to Launch an Event, Don't Approach It Like a Publisher
January 8, 2018 at 8:00 am

Events have become a profitable revenue stream for publishers, particularly for those serving B2B audiences. But if events are mismanaged, or don't have the right talent behind them, they can quickly become a revenue drain. Media expert and consultant John French explains how to run an event business right and why media companies shouldn't approach…

DailyMail Exec on Future of Programmatic & Sentiment Analysis
November 29, 2017 at 2:09 pm

During an interview at FUSE Media in September, DailyMail U.S. director of programmatic Patrick Dignan said he was most impressed by a presentation that dove into the possibilities of sentiment analysis. Using artificial intelligence and neural networks, FUSE Media presenter and startup Centiment, is helping publishers and advertisers understand how consumers feel about certain topics.…

How Publishers Can Use Skunk Works Projects to Discover Top Talent & Drive Innovation
November 27, 2017 at 8:00 am

"Skunk Works" is a term often used to describe unconventional project teams that collaborate to solve new problems within an organization. Lockheed Martin coined the phrase in the '40's to describe its Advanced Development Programs, a team that created designs for groundbreaking military aircrafts. Media and sales expert John French argues that publishers should adopt…

How to Solve Native Advertising's 33% Renewal Rate Problem
November 21, 2017 at 9:00 am

Native advertising -- also known as custom or sponsored content -- has exploded in the media business, and native campaigns are expected to quadruple in number from 2013 to 2018. Where banner ads are easily ignored or blocked, native advertising engages readers and is more effective at driving them towards a desired action. But there…

At Hearst, Programmatic & Native Ads Earn Majority of Ad Revenue
November 8, 2017 at 10:36 am

In the past three years, Hearst Magazines' online ad revenue has shifted dramatically from traditional, direct-sold display ads to native advertising and programmatic, says Heather Keltz, VP of ad operations and ad product. Native ads and programmatic once represented a small slice of Hearst's overall magazine revenue; now they drive the majority of ad revenue.…

Find Hidden Talent By Identifying Employees that Challenge the Status Quo
October 23, 2017 at 11:53 am

If your media organization has a consistently under-performing publication or team, the solution to your problem may be closer than you think. Media consultant and sales expert John French recommends finding new leaders from within the organization to turn around a struggling group. The key, he says, is to identify those individuals who question the…

How AC Business Media Evolves Its Business Model in the Face of Constant Change
October 19, 2017 at 10:34 am

Publishing Executive spoke with digital sales director Monique Terrazas about how AC Business Media adjusts its business models in the face of technological upheaval at the FUSE Media Summit in September. Terrazas advice to publishers: prepare for change by rethinking your organization's culture.

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…

How a CDP Can Help Publishers Maximize the Lifetime Value of a User
September 27, 2017 at 2:03 pm

This video is excerpted from a recent Publishing Executive webinar, “How Publishers Are Using CDPs to Drive Engagement and Revenue.” In the video Lee Enterprises corporate director of digital platforms Kyle Rickoff explains how the newspaper publisher implemented a Customer Data Platform (CDP) to increase the value of user interactions on its sites. Using a CDP,…

When Brands Become Publishers, Publishers Must Reassess Their Value Proposition
September 5, 2017 at 11:32 am

Today advertisers view themselves as publishers and are creating content to engage prospects and customers with their products. So where do publishers fit in? Sales strategy expert John French says that publishers need to adapt and become audience relationship managers for their advertisers and help funnel new audience to advertisers' content. In this video, French…

One Big Way the Role of CEO Has Changed: It's All About Technology
July 10, 2017 at 10:20 am

The digital revolution has transformed many roles in the publishing industry. Not least of these transformations is the evolving role of the CEO, says media and sales expert John French. In the past, CEOs relied on their directors and VPs to bring new solutions to them, but today's industry is evolving too fast for this…

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 Next for IGN's Native Advertising Program
June 7, 2017 at 4:52 pm

Director of ad product at IGN Arvind Jayaram said that IGN's native advertising program must constantly evolve to meet client’s unique needs. He said that better native advertising analytics and more flexible design templates are some of the features IGN plans to offer clients in the near future. Arvind shared these strategies and more at…

Lessons From Scaling IGN's Native Advertising Program
June 7, 2017 at 4:44 pm

From training sales staff on how to sell native to optimizing native content distribution, there are several hurdles publishers must overcome in order to effectively scale native advertising. IGN director of ad product Arvind Jayaram shared how the video game and entertainment news site overcame these challenges during his presentation at the 2016 FUSE Media…

How IGN Built Its Native Advertising Team
June 7, 2017 at 4:26 pm

In order to scale its native advertising business, IGN needed to create a dedicated native advertising department and support that team with technology that would streamline native content creation. At the 2016 FUSE Media technology summit, director of ad product Arvind Jayaram explained how that team came together.

Media Sellers Need to Think "Beyond the File" to Successfully Sell Data
April 24, 2017 at 10:05 am

Today media salespeople need to be data-savvy because selling data about one's audience is critical to most advertising deals. Whether publishers offer lead generation or industry research, advertisers are looking for more powerful ways to connect with consumers and businesses. In this video, media sales expert and former Cygnus CEO John French explains how media…

It's Time to Rethink the Hunter-Farmer Sales Model
April 10, 2017 at 1:51 pm

The Hunter Farmer sales model is a popular way to organize media sales teams. "Farmers" are salespeople that cultivate existing business, making sure not to lose clients, while "hunters" are the salespeople that go out and find new business. While the model makes sense in theory, sales expert and Former Cygnus CEO John French believes…

How Open Communication Can Motivate Your Sales Team
March 27, 2017 at 8:00 am

Sales expert and former Cygnus CEO John French continues his discussion on the role company culture plays in retaining quality salespeople. In this video, French explores how improved communication can help publishing leaders motivate their salespeople and drive better results. John French is co-founder of French LLC., an advisory firm aimed at helping media executives…