Posts Tagged ‘training’

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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Turn your media brand into a meeting place

Sunday, November 15th, 2009
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Most publishers – whether print-based or online – are rightly obsessed with content.  Not surprising, it’s the tangible output of their efforts.  It’s easy to assume that a media brand is simply the sum of the content it creates.  But that ignores the magic of media brands – that their content brings together an audience of like-minded people.  In the old days, this simply provided a handy target group for advertisers, but now that technology allows the audience to answer back, it also provides both a fabulous source of new content, and also a value in the connections between the members of that group.  Now that there are many other routes for advertisers to reach audiences, and it is harder to charge a premium rate for content alone, I believe that the future of media brands is linked to their ability to turn their brand into a meeting place, and drive real value from their contributions and connections.  It’s important to let go of the temptation to broadcast, and simply host the conversation, rather than hogging all the airtime.  Here’s some practical ideas for how to transform your media brand, and importantly, create value. (more…)

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

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Helping your print ad team sell your website successfully

Monday, January 12th, 2009
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Your print ad teams have invaluable market knowledge and strong relationships with key advertisers. Yet they lack digital skills, and there is the risk that in selling across both media, one will be undervalued. Here are 5 tips on making the digital transition successfully. (more…)

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Posted in advertising, consumer, people and culture

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How to get your print editorial team supporting your web site

Friday, January 9th, 2009
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Your editorial team is already under pressure getting the magazine out each month and watching their print competitors. How can you convince them to change their working practices and also help build content and a community online? Here are five tips for success. (more…)

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Posted in consumer, content, people and culture

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