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When Brands Become Publishers, Publishers Must Reassess Their Value Proposition

Today advertisers view themselves as publishers and are creating content to engage prospects and customers with their products. So where do publishers fit in? Sales strategy expert John French says that publishers need to adapt and become audience relationship managers for their advertisers and help funnel new audience to advertisers’ content. In this video, French… watch »

 

With Advertising and Circulation Dwindling, Diversification Is Continued Imperative for Mag Industry

by Ellen Harvey

A study conducted by consulting firm PwC confirms what a many publishing leaders already know: As advertising and circulation revenues decline, diversification becomes a business imperative. “Advertising for print is down. Circulation is down. Revenues are projected to be flat,” says PwC partner Greg Boyer. “To make up for these declines, magazine publishers need to… more »

 

Lead Gen: Where Do Publishers Go from Here?

by Rob Keenan

Several years ago, I had a transformative experience surrounding lead generation. At the time, I worked for Edgell Communications and a good portion of our online business was driven by lead-gen programs. We were proud of our programs. We had a new platform. We delivered quality results. Our business was growing. But, as I sat… more »

 

3 Ways to Electrify Your Data-Driven Marketing Strategy

by Anastasia Bogomolov

Data-driven marketing is making headlines (again). Let’s review latest stats on data-driven marketing shared in recent reports from Forbes and Aberdeen research. Data-driven organizations are: Three times more likely to have increased revenues Six times more likely to achieve competitive advantage and improve profitability Five times more likely to retain customers In essence, the success… more »