Printing and Manufacturing

To Grow Print Revenue, Give Advertisers What They Want: Data-Driven Targeting
July 16, 2018 at 10:47 am

There’s an old saying that, “If the only tool you have is a hammer, everything looks like a nail.” I goofed. I’ve been advocating the use of a “hammer” to help magazines reverse a decade-long advertising slump. I should have been talking about what we need to build. What the magazine industry needs to focus…

A Closer Look at the Personalized ELLE Cover with Kim Kardashian West
May 30, 2018 at 12:19 pm

In April, 50,000 ELLE magazine subscribers got a surprise in the mail. The chosen readers received a specially printed issue, featuring Kim Kardashian West on the cover and a message from the reality TV celebrity personalized with the reader’s first name. The personalized cover generated a lot of buzz, getting people talking across a wide…

Press Release: PRINT Act to Protect Publishers and Printers from Harmful Tariffs
May 16, 2018 at 9:31 am

Arlington, Va. – Today, in an effort to protect printers and publishers from unwarranted tariffs, Senators Susan Collins (R-ME) and Angus King (I-ME) introduced S. 2835, the “Protecting Rational Incentives in Newsprint Trade Act of 2018,” or “PRINT Act.” Senators Roy Blunt (R-MO), Shelley Moore Capito (R-WV), Deb Fischer (R-NE), Johnny Isakson (R-GA), Doug Jones (D-AL), Claire McCaskill (D-MO),…

Tech Talk Face Off: Interactive Print Ads Make Paper the New Marketing Tech
April 11, 2018 at 8:00 am

Too often, we treat "marketing technology" as a synonym for "digital marketing." But technology has advanced in all facets of life, and in every marketing channel. And few channels have learned more new tricks than print marketing. Interactive print ads all paper-based marketing materials to do amazing things. Magazine ads…

How Publishers Can Use Programmatic Direct Mail to Drive New Revenue
March 1, 2018 at 11:54 am

Programmatic ad campaigns have been around long enough that most publishers know them intimately. Know the ins and outs of what they can — and can’t — provide, and how they can be used to drive ad impressions and branding for advertisers. At its core, "traditional" programmatic advertising allows advertisers to efficiently purchase ads with…

What’s The Frequency, Kenneth? Reconsidering Newsstand Cadence
February 16, 2018 at 1:34 pm

“Kenneth, what is the frequency?!” In 1994 R.E.M. wrote a song about this non sequitur that was repeated by a disturbed man as he beat TV news anchor Dan Rather on the streets of New York City. The story goes that the man thought television networks were sending signals into his brain and was imploring…