OMD

Hearst, Estée Lauder Team Up for Flipboard Magazine
August 5, 2013

A FIRST FOR HEARST: Hearst Magazines Digital Media and OMD, an integrated communications agency, have teamed up with Estée Lauder for what they describe as the first Flipboard magazine created for a product launch. Set to launch today, the Estée Lauder Beauty Book not only highlights the science behind the Lauder brand’s newly updated Advanced Night Repair, but also offers fashion, beauty, health and lifestyle content from the editorial teams of Harper’s Bazaar, Elle and Marie Claire. Hearst also will create custom-developed content for the project.

Should Publishers Fear Publicis Omnicom?
July 30, 2013

This past weekend's merger between Publicis and Omnicom is already creating ripples across the media industry.

Many publishers privately worry that consolidating two of the three largest advertising companies will have ongoing and lasting repercussions for their businesses. Agencies, they say, will now have a leg up in buying power - due to a much larger market share - to, in the words of one publisher, "squeeze better margins" out of vendors and publishers.

The New Algorithm of Web Marketing
November 16, 2012

Publishers and broadcasters have long tried to offer advertisers the right audience for their products. Want to sell pick-ups to people who like sports? Buy ads at halftime during a football game. Selling luggage or airline tickets? Buy ads in the travel section of a newspaper or Web site.

In digital advertising, that formula is being increasingly tested by fast-paced, algorithmic bidding systems that target individual consumers rather than the aggregate audience publishers serve up. In the world of “programmatic buying” technologies, context matters less than tracking those consumers wherever they go.

Flipboard takes magazine turn with special sites, full ads
December 2, 2010

Flipboard today made a claim to becoming a full tablet magazine producer by adding a framework to its iPad app with special versions of sites as well as ads. Known as Flipboard Pages, the format takes the content from publishers and turns it into an HTML5-based, multi-page layout that more closely resembles a paper magazine.

Publishers Offer TV-Like Metrics, But Will Buyers Bite?
January 21, 2010

The media agency community is starting to get long-awaited audience measurement data that seek to put magazines on an equal footing with TV and the Internet.

This year, Mediamark Research & Intelligence’s AdMeasure began tracking consumers’ recall and response to ads in every issue of 200 individual magazine titles. Time Inc., Meredith, Condé Nast, Hearst, Starcom, OMD and GroupM are clients. On Feb. 15, rival Affinity plans to launch a competing print-ad ratings service, American Magazine Study Print Ad Ratings, that will measure each issue of 125 titles. The hope is that these services will remove an obstacle to advertising in print by letting marketers evaluate them on the same basis as electronic media.

“It’s one of the first things that comes out of our mouth when talking to magazines. We want accountability built into every part of [a plan],” said Jeff Fischer, senior vp, managing director, print activation group, Universal McCann.