Advertising

Meredith CEO Says Revenue Now Only Half Ad-Based
February 4, 2019 at 11:00 am

It’s been a year since Meredith Corp. acquired Time Inc. and while the latter no longer exists, the former is pleased with how things have turned out. In a memo to staff, Tom Harty, who has also been chief executive officer for about a year, boasted that Meredith’s much expanded portfolio now counts roughly 45 million subscriptions and drives around…

The Metric Every Publisher Should Use in 2019: “Revenue at Risk”
January 24, 2019 at 10:28 am

I was recently speaking with the head of operations at a large news publisher about their 2019 advertising strategy. His company is focused on a mix of initiatives, from private marketplace deals to video to better viewability metrics. What immediately became clear was that in order for these goals to be met, everyone across the…

B2B Programmatic Ad Sales & the BPA Media Exchange
December 17, 2018 at 12:53 pm

Programmatic advertising accounts for more than 80% of digital advertising sales today, and rising, according to all reports. Yet only a virtual handful of B2B publishers have been making or accepting programmatic sales. Is this a giant missed opportunity hiding in plain sight? Programmatic is an inevitability, whether or not an unqualified opportunity. The overwhelming…

6 Phrases that Sum Up 2018 in Publishing
December 10, 2018 at 1:00 pm

What a crazy, up-and-down year this has been in publishing! One minute, the president of the United States is calling us the enemy of the people, and then the next minute we learn that a major magazine publisher was paying to prevent embarrassing stories about the President from being published. Some publishers were so busy…

First-Party Data Will Be Increasingly Valuable to Marketers. Publishers Must Step Up.
December 6, 2018 at 12:37 pm

It’s been a busy fall. We held two FUSE summits in the past two months – FUSE Media and FUSE Digital Marketing, which focused on digital technology adoption strategies for publishers and brands respectively. Hosting these two executive summits provides a unique view of each side of the digital marketing ecosystem. There are some ground…

As Programmatic Ad Revenue Grows, Publishers Adapt Sales Team Structures
December 5, 2018 at 10:46 am

A publisher’s direct salesperson convinces an advertiser to include a programmatic buy as part of a larger package. After that campaign is completed, the advertiser agrees to a separate private marketplace deal that is managed by one of the publisher’s programmatic specialists. For the latter deal, should…

Press Release: MediaRadar Study - Native Renewal Rates Up to 40% in 2018
December 3, 2018 at 1:35 pm

NEW YORK, NY (November 30, 2018)— MediaRadar, the leading advertising intelligence and sales enablement platform, today released its latest trend report on digital native ad spend from January 2016 to June 2018. The study reviewed thousands of ads from over 3,000 sites. Market Reaching Maturity According to the analysis, in the first half of 2018, an…