Moving On From Publishing Executive: The Song Remains the Same
May 31, 2019 at 3:37 pm

It’s been nearly six years since I took on the very meta role of directing a publication about publishing. It’s been a period of great uncertainty, innovation, and disruption, all of which create a lot of noise, so I always took the job of editor-in-chief of Publishing Executive and Book Business to be one of…

B2B Media Is Leading with First-Party Data – and Unlocking New Revenue
May 28, 2019 at 2:58 pm

For the longest time I resisted calling website visitors anything but readers. After decades as an editor and publisher, I pushed back on calling them “users.” I still don’t like the sound of it, but resistance is futile. Individuals you have a relationship with – be they core customers, newsletter subscribers, or occasional visitors –…

Why Your Ad Campaigns Aren’t Working & How to Fix Them (Part 2): Effective Ad Design
May 8, 2019 at 1:20 pm

Is your website underperforming for your advertisers? Are they pulling dollars from you to run more with your competitors or to spend on inbound marketing and programmatic ads? In my previous article, we talked about how your biggest ad challenges aren’t necessarily because of you. They’re often due to a misalignment in the advertiser’s campaign…

How Micropayments Can Move Readers Through the Subscription Funnel
April 24, 2019 at 2:20 pm

This year – and perhaps for the first time – the topic of micropayments was front and center at the 2019 INMA Media Subscription Summit, where publishers discussed best practices for growing digital subscriptions. It was a direct reflection of the industry’s shift in focus toward tools and solutions that can extend current business models.…

5 Ways Publisher Technology Lags & Hurts Monetization
April 17, 2019 at 4:32 pm

The publishing space is one of the most rapidly evolving markets across the digital landscape. Unlike the majority of the platforms hosted online, publishers rank on top alongside ecommerce and SaaS when it comes to traffic spikes, fine-tuning ROI opportunities, and constant innovation in a red ocean of ad networks, browser updates, malicious iframes, and…

Intention, Authenticity & Value: 3 Key Commerce Strategies for Publishers
March 20, 2019 at 12:17 pm

Publishers are aware of the need to diversify revenues, and increasingly, commerce is the key strategy–with 31% stating it will be an important focus in 2019. There’s a good reason that’s the case. Monetizing embedded links that direct readers to products allows publishers to generate meaningful revenue from their content. Simultaneously, advertisers get the opportunity…

8 Ways Media Sales Reps Can Increase Print’s Value in an RFP
March 13, 2019 at 2:49 pm

Remember back in the good old days, say, about 2015, when ad agencies had separate media-buying teams for print and digital? That made it easy for the sales team to specialize. The old codgers sold print, while the “kids” sold digital. But the world is no longer so simple. From what I see, based especially…