Identifying and Engaging Your Most Valuable Audience Segments
August 7, 2019 at 9:35 am

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…

How to Build Data Literacy in Your Media Organization
August 2, 2019 at 9:35 am

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…

Concerned about Amazon's Growing Digital Ad Business? Turn to Email
July 29, 2019 at 11:26 am

For quite some time the digital advertising world has been described as a duopoly between Google and Facebook with every other online ad platform picking up the scraps. That state of affairs has been changing over the last few years, with Amazon’s advertising business catching up and becoming the third largest ad platform in the…

Publishing Insiders React to Sale of National Distributor Curtis Circulation
July 15, 2019 at 9:59 am

It’s the dawn of a new era: The last remaining national distributor, the ANC-owned Comag Marketing Group, has bought the second-to-last remaining one, Curtis Circulation Company; and if I’m doing my math right, that puts us down to one. One company to interact with publishers, do their billing, manage their distribution, handle their marketing. One…

Are Fully Personalized Magazines in Our Future? It’s Complicated.
July 10, 2019 at 9:28 am

With its flexibility and its ability to produce small batches, digital printing is transforming book publishing, direct mail, product packaging, and even the garment industry. But it has hardly laid a finger on magazine publishing. The technology enables publishers who have sufficient content and subscriber data to create “a unique magazine for every reader,” fellow…

What Publishers Can Learn from Influencer Marketing
July 2, 2019 at 8:44 am

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,…

Media Pitch: Pico Aims to Help Publishers Shift to Reader Revenue
June 28, 2019 at 10:03 am

Media companies are increasingly turning to subscriptions and membership products to rely more on readers and less on advertising revenue. And with ever-tightening browser privacy controls and data regulation, publishers' first-party data is becoming more valuable than ever. Enter Pico, a platform seeking to equip publishers with the tools to improve user experience, increase email…

Rise of the Super Aggregator and the User-Centric Experience
June 24, 2019 at 8:40 am

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…

Developing a Successful Membership Program: Where to Start
June 17, 2019 at 10:47 am

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…

Pay Attention, Publishers: Outsiders Are Redefining What a Magazine Can Be
June 11, 2019 at 11:31 am

Software mogul, golf equipment manufacturer, movie-streaming service, mattress maker, actress, social media behemoth: It seems everyone wants to get into the magazine-publishing business these days. Everyone, that is, except for “real” magazine-media publishers. Whenever a well-known digital-native brand comes out with a print magazine, you can count on a wave of rah-rah “print isn’t dead”…