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10 new ways to think about your media business in 2016

Thursday, January 7th, 2016
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So what exactly is a media business supposed to look like in 2016? There has been a continuous evolution over the last few years from words, articles, and products in a defined market, funded by display ads, to a multi-channel, rich content intelligence and information service for a defined audience, funded by subscriptions and lead generation and content marketing solutions.

Which ideas should guide your thinking about how your media business develops? Here’s my top ten for the next year, gathered from some of the more inspiring discussions I have heard over recent months….

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Posted in advertising, b2b, business strategy, consumer, content, marketing, people and culture

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B2B Media Strategies – 12 principles for digital transformation

Friday, December 11th, 2015
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How can you transform a traditional B2B print publisher into a digital-first professional information provider? I chaired the B2B Media Strategies event in London on 9 December, where the speakers – from Penton, Bonnier, Centaur and IDG had very impressive stories to tell, shifting the balance of revenues significantly from print to digital.

 

So what have these companies learnt about digital transformation – and how can other B2B publishers apply these lessons? Here’s my take on 12 principles for reinventing your B2B media business. (more…)

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Posted in advertising, agile publisher, b2b, business strategy, content, events, marketing

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How publishers can side-step ad blockers: 10 ideas

Tuesday, September 8th, 2015
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While b2b publishers can charge high prices for premium subscription services, or make money from marketing paid conferences, it’s always been harder for consumer publishers to extract as much cash from their digital audiences.

Most have until now focussed on advertising-funded models, but with the growth of online ad inventory from the likes of Facebook and the resulting collapse in CPMs, that’s no longer enough.  And now the next nail in the consumer advertising coffin is ad blockers – for large publishers this is reducing their available audience quite severely. (more…)

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Posted in advertising, agile publisher, business strategy, consumer, content, events, news

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What publishers can learn from global media and internet trends

Wednesday, June 3rd, 2015
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Even small publishers should take note of the big shifts in the digital media landscape, as they will affect their business in the next few years.

Respected analyst and forecaster Mary Meeker of KPCB recently published their annual 200 slide report on Internet Trends.  In case you haven’t got around to reading it yet, I’ve picked out the top insights that could affect all publishing businesses.

But let’s start with the Zenith Optimedia consumption forecasts predicting how media behaviour will change worldwide. (more…)

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Posted in advertising, agile publisher, b2b, business strategy, commerce, consumer, content

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Does Facebook instant articles risk undermining publisher digital model?

Monday, May 18th, 2015
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Big online publishers like the Guardian, BBC, the New York Times and National Geographic have recently announced that they will be publishing content directly onto Facebook, so users don’t need to click a link to go to a separate website when a friend shares a headline – they can read the full article within the Facebook mobile app.

Now this seems like quite a small step, solving a user journey problem – having to wait for a second site to load when following a link from a friend.  But could it have longer-term repercussions for the currently accepted publisher model? (more…)

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Posted in advertising, agile publisher, b2b, business strategy, consumer, content, marketing, news

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A new commercial model for digital magazines?

Friday, December 5th, 2014
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Digital Magazines are gradually evolving from their origins as indie art project, agency showcase, PDF shovelware or vanity publishing to become a viable commercial publishing business.

Accepted, the challenges are still substantial …

  • the high cost of adapting print content to digital
  • the overcrowded and badly indexed App Store
  • the growth of smartphones and fragmentation of platforms and standards
  • the difficulty of persuading advertisers to invest in a complex medium with limited reach….

But there are some pockets of innovation and isolated stories of commercial success, which are worth exploring to identify strategies that could just help the medium to take off. (more…)

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Posted in advertising, b2b, business strategy, consumer, content, marketing, news

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10 ideas for next generation B2B media

Tuesday, October 28th, 2014
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B2B media were first into the digital melting pot, and are now emerging with some inventive new business models.  I picked up some interesting ideas and practical tips from the Business Media Insights conference last week. Here are ten of the best insights from the day – applicable I believe to a wide range of markets… (more…)

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Posted in advertising, b2b, business strategy, content, marketing, news

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How the advertising market is changing forever and why publishers should care

Tuesday, September 23rd, 2014
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There’s a revolution going on in global advertising, and its effects will be felt even in formerly protected media niches.  Here are the headlines and also what I think publishers should do about it.

In just a couple of years, online advertising will contribute 27% of total global spend, surpassing print at 20% and getting closer to TV at 39%.  Mobile is fuelling this shift, with consumers in Asia, LatAm and Africa bypassing fixed internet, and accessing the web largely through smartphones.  By 2016 mobile web access will surpass fixed broadband worldwide.

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Posted in advertising, b2b, business strategy, consumer

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The new rules of mobile publishing: 10 tips on revenue growth

Thursday, August 21st, 2014
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Mobile is fast reaching the tipping point of being the preferred way to access digital news, so B2B and consumer publishers need to get to grips fast with how people are reading their publications on tablets and phones.  And maybe more importantly, how they can maximize revenues from expensively created digital editions.

One of the most detailed pieces of research I have seen so far has been put together by Stonewash, who have analysed in detail billions of pieces of anonymous reader data from digital magazines published on their platform to track exactly when, where and how people read mobile content.

There are some surprising findings, challenging our assumptions that digital magazines are read just like their print counterparts.  Here’s the highlights from the research and some tips on how to grow revenues… (more…)

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Posted in advertising, b2b, business strategy, consumer, content, marketing

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