Advertising

8 Ways Media Sales Reps Can Increase Print’s Value in an RFP
March 13, 2019 at 2:49 pm

Remember back in the good old days, say, about 2015, when ad agencies had separate media-buying teams for print and digital? That made it easy for the sales team to specialize. The old codgers sold print, while the “kids” sold digital. But the world is no longer so simple. From what I see, based especially…

Condé Nast Positions its Video Offering as a Respite from Brand Safety Crises
March 1, 2019 at 9:40 am

Advertisers flock to platforms like Facebook and YouTube for their extensive reach and mounds of data. Condé Nast is saying they have all that and more. In December 2017, the legacy publisher launched Condé Nast Prime, a suite of cross-platform video content. The company has since been trying to educate the…

YouTube’s Brand-Safety Woes Give Publishers a Boost in Selling Video Ads Directly
February 27, 2019 at 11:11 am

To avoid future brand-safety embarrassments, agencies are increasingly looking to buy directly from premium-quality content owners on YouTube. “We are seeing a huge increase in demand from agencies in our own YouTube inventory bought directly at meaningful CPMs,” said a publishing executive at a major media owner. Although YouTube…

Digital Advertising in the US is Finally Bigger than Print and Television
February 22, 2019 at 9:19 am

It was inevitable, but it’s finally here: Digital advertising businesses like Facebook and Google will be bigger in the US this year than traditional advertising businesses like TV, radio, and newspapers. New estimates from eMarketer show that US advertisers will spend more than $129 billion on digital advertising in 2019 — more than the $109…

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…