Audience Development

How Publishers Should Tailor Their Marketing to Generational Preferences
March 19, 2018 at 8:00 am

I was recently at the Ricoh Marketing Innovator Symposium in Boulder, Colo., which attracted a range of attendees from the print, brand and agency worlds. One of the key takeaways from the event centered around the generational divide — different age demographics don’t just want different messages, they want different messaging platforms and different forms…

A Heartland Company Leads the Media Race
March 16, 2018 at 12:24 pm

DES MOINES — Steve Lacy greeted me in his office as if we were old friends. A top executive at the Meredith Corporation, he was a main driver of the company’s $2.8 billion acquisition of Time Inc. last November. With that deal, the 116-year-old Meredith Corporation became the largest magazine publisher in America. When he…

Reddit is Trying to Tighten its Relationship with Publishers
March 9, 2018 at 8:00 am

After nearly a decade of indifference, Reddit is cozying up to publishers. Over the past year, a media partnerships team of four has ramped up efforts to bind publisher content and Reddit users closer together. It has rolled out new features, including profile pages and native video hosting. It has also stepped up efforts to work…

To Thrive At Audience Development, Publishers Need to Master Content Marketing
February 27, 2018 at 11:48 am

Despite an entire career spent in publishing, I took a brief detour into the agency world, specifically a content marketing agency. That time proved to be valuable as it confirmed what I had already been practicing and preaching in the audience development side of the business. Audience development professionals and publishers are constantly on the…

'Guardian US' Gains 300,000 Paying Supporters
January 29, 2018 at 2:27 pm

Guardian US has racked up more than 300,000 paying supporters in the year since it began asking American readers to voluntarily contribute funds to support its journalism. The contributions now account for more than a third of the newspaper’s revenue. “Because The Guardian is owned by the Scott Trust, with no shareholders or powerful proprietor to please, all…

Facebook Killing News is the Best Thing That Ever Happened to News
January 16, 2018 at 4:21 pm

On January 12, Facebook announced that it would begin to de-prioritize news publishers and their stories in users’ News Feed over highly engaged-with content shared between friends and family. In December, the social network began spinning down its efforts around live video and the news video that publishers had been pushing. The message is clear:…