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.
Since the dawn of reporting, one question has been elevated above all others: Does this serve the public interest? In today's increasingly polarized news environment, advertisers are dictating the kinds of content they will and won’t associate their brand with. Increasingly, and unfortunately, the content they seek to distance themselves from is the very kind that serves the public interest most.
Media organizations are increasingly using analytics to drive editorial strategy, and most acknowledge the need for cross-departmental access to content performance and audience data. But having access to data is not enough. A tool is only as good as its user, so knowing how to interpret the data and act on it remains the crucial…
Millennials are forcing marketers to rethink the way they promote products and services. Content marketing speaks to them the best.
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.
Research can be murky, but publishers enter the arena from a position of strength. They already own key connection points with the audience that can be used to engage in a reportable, statistically significant conversation. Here's a three-step process publishers should follow to create a market research offering.
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.
Memberships are hot. And not just in publishing. According to an analysis of Google Trends data, memberships are 33% more popular today than they were just two years ago. From Burger King to CVS, from Charles Schwab to the Minnesota Twins, brands across industries are launching memberships. As publishers, we want to diversify our revenues…
If you strip everything down to the core, a publisher’s business model is the acquisition and monetization of audience at price differentials. If the average cost of acquiring a reader is lower than the publication’s ability to monetize a reader, the publisher achieves profitability. On the face of it, what I’m saying is simple, but…
Of the content that publishers have, evergreen content is the crown jewel. Let’s discuss how to find and optimize it for conversion.