Two ALM execs discuss the launch of the publisher's Audience First platform and their strategy to deliver ‘smart marketing, not spray-and-pray.’
Consumers don’t like display ads. To drive performance, publishers must consider new ad formats consumers actually want to engage with.
To be a successful leader in magazine media you must slow down and take stock of what others in the industry are doing – and how you can manage change in your own organization. Each summer, the Yale Publishing Course invites publishing leaders to step into a classroom setting and spend a week doing just that. Here are a few key takeaways from this year's course.
What does the company have to gain from rewards members uploading photos of pizza to its app? A lot, thanks to artificial intelligence. Analysis of the visual data gathered from the flood of pizza pics lends valuable insight into customers’ habits and preferences, cross-referencing the date, time, and location of the pizza against the pie’s toppings, style, and size. Here are lessons from Domino’s strategy that brands can use to bolster their own AI campaigns.
Your audience is made up of a series of segments of audiences, all in a different place in their journey with your brand. From one-time visitors to the most loyal readers, each segment requires a different strategy for engagement and something different from your brand experience. To optimize your audience development strategies for 2020, you…
The Chief Commercial Officer of product-focused publisher Gear Patrol shares the strategy behind their new event series, which presents a natural opportunity to connect readers with marketers based on their interests.
Before you can monetize an audience, you need to learn what motivates the people in it. The same holds true for retaining talent in a competitive industry like publishing – leaders must listen to employees and create environments where they feel comfortable bringing forth ideas, says Molly Miller, chief content officer at ALM. This approach to both audience and employee engagement led the B2B publisher to launch the ALM Young Professionals Network last month.
Many legacy publishers are struggling for the same reasons that traditional, non-digitally native retailers did when DTC brands like Bonobos, Casper, and Warby Parker emerged. Look at the old guard of retailers – JCPenney, Macy’s, and Sears – and you’ll notice a similar trend between them and more traditional media brands: a focus on scale,…
How do people really get their news today? They do a Google search. They go directly to the site of a publisher they know. They use a news aggregator and browse stories there. Reviewing data from Parse.ly, Nieman Labs suggests that in 2018 about 20% of traffic to the average site came from search, with…
Food lifestyle brand Bon Appétit has developed a recipe for viral long-form video series on YouTube, with its "Test Kitchen" editors starring as hosts. Now the Condé Nast publication is translating its YouTube success to its brand-owned OTT app. Here's how the team is marketing the OTT app, developing new series, and driving revenue.