Audience Development

The Facebook Apocalypse Just Hit, But Don't Freak Out
January 12, 2018 at 1:55 pm

Facebook just reduced the organic reach of your page to 0%. The good news, however, is that there is a way for publishers to still use Facebook to grow their business. You've probably read the news from yesterday of big changes at Facebook. The news feed is going to further prioritize posts from people over…

What Happened to Creative Subscription Marketing for Magazines?
January 5, 2018 at 9:29 am

As an outspoken advocate of newsstand sales and someone with experience in circulation marketing, I find there is a correlation between the loss of newsstand sales and the reduction in creative direct response subscription marketing. Sure, today there is a heavy reliance on internet sales … whether it is going through online subscription agents including…

'The Atlantic' Rebuilds Paywall For 2018
December 21, 2017 at 10:55 am

After taking its paywall down 10 years ago, The Atlantic is bringing it back. Next month, TheAtlantic.com will launch a metered paywall allowing readers to access 10 articles for free each month. “More than a million people come to our site 10 times or more every month. What we’re doing now is we’re saying to…

The Rise of Social-First Publishers
December 15, 2017 at 2:33 pm

A new category of publishers has arrived: "social-first" publishers or "distributed" publishers. These content creators, like Tasty, NowThis, and Gamology (a gaming brand under my company Keli Network) are changing the scope of publishing. They create content designed for, and exclusively distributed on, social media. With a mix of creativity and foresight they are reshaping…

Why Recirculation Is A Key Metric For News Publishers in 2018
December 12, 2017 at 1:37 pm

Readers have never enjoyed greater access to content and the media industry has never been more competitive. Yet news outlets rely on the big platforms to deliver traffic, at increasing cost to the quality of their news content and bottom line. If your audience comes from direct sources, rather than through social media, your recirculation…

Before Publishers Can Unlock Reader Revenue, They Need to Convert Unknowns
December 11, 2017 at 2:46 pm

As publishers move to monetize their audiences directly, audience relationships become more important than ever. While publishers invest in targeting and personalization technology that uses data to build these relationships, the elephant in the room remains: publishers typically only have actionable, first-party data for less than 20% of their audiences. For these relationships to develop,…