At the Yale Publishing Conference, taking place from July 10 to July 15 in New Haven, CT, big names in magazine publishing are in attendance, both as students and teachers.

Monday’s sessions began with Richard Foster, senior faculty fellow at Yale School of Management and managing partner with the Millbrook Management Group, LLC. He philosophized about the term “creative destruction”, focusing its various implications in correlation to the publishing world.

Subsequent sessions led by Michael Clinton, president and marketing/publishing director of Hearst; president of Dwell Media Michela O’Connor Abrams; and Glamour editor-in-chief Cynthia Leive ran the gamut of print, digital and staffing challenges. More...

In recent years, online publishers have transformed the Internet into a richer, more diversified platform offering entertainment, information, communication and other remarkable content that would have been unimaginable only two decades ago. Yet, as rapidly as the Internet has grown as a consumer medium, it has not kept pace as an advertising platform. Considering the number of hours that consumers spend engaged with high-quality online content, the Internet‘s share of advertiser dollars is far lower than it should be.

One of the obstacles we face in attracting additional brand advertising is the Internet’s legacy as a direct response, transactional medium. As a fledgling industry, we convinced advertisers that the Interne More...

This post is republished with permission and originally appears here.

...is a scraper! Or at least scrapers that aren't monetized properly. Scrapers are users or automated services that systematically consume media content - especially news. Their motivations are usually commercial in nature such as a media monitoring service, advertising verification, or lead sourcing. A scraper can be identified by the fact that their volume of consumption is several standard deviations or more higher compared to the rest of the audience - even compared to f More...

Few magazine apps in the App Store don't have at least one reviewer clamoring for a subscription package that bundles print and app, and now a new study from GfK MRI suggests that rather than abandoning old media, tablet and e-reader users might still be print's best audience.

According to the study, tablet owners are 66 percent more likely than the average U.S. adult to be heavy users of printed versions of magazines, while e-reader owners are 23 percent more likely to be heavy print users.

The study also says men are more likely to own tablets while women are mo More...

Personal ads, once a staple of the publishing industry, have gone to the wayside with the emergence of online dating sites, as well as classified ad prejudice (Craig’s List, anyone?).

Depiction of “Want” ads have suffered greatly in the media – Sleepless in Seattle may have gave lonely hearts hope of meeting blue-eyed strangers through media in the 90’s; but Lifetime’s recent Craig’s List Killer made-for-TV movie warns contemporary audiences against inter-Internet rendezvouses.

New York Magazine is attempting to bring the personal ad boom back into the mainstream of publishing by partnering with onlin More...

This post is run with permission and originally appears here. 

As I pointed out in my previous post, advertisers don't buy page views they buy audience. A publisher's business model has to produce and monetize an audience. So what kind of audience is profitable? A loyal one. Here is the proof...

The Revenue Model

Because audience engagement is the unit of monetization and because each member engages differently, the revenue contribution and profitability of each audience member varies. For example, assume a fly-by audience More...

Advertising and paywalls are typically viewed as a mutually exclusive proposition but they can successfully co-exist, according to participants at a roundtable at DPAC (Digital Publishing and Advertising Conference) this week.

"Why not dual models?" said Andrew Rutledge, vice president and general manager of publisher development at PubMatic. "Who's paying for digital content from more than two providers? The market can only support two or three players with a paywall. I don't think the paywall is THE solution, it's one of many."

However, Brian Hecht, senior vice president of publisher premium services at More...

This post is reprinted with permission and originally appears here.

Measuring the number of page views as a key performance indicator (KPI), is a growing practice among publishers. In fact, editorial and development teams are increasingly being rewarded for boosting page views, with some publishers even shaping their entire site just to generate page views.

That is not a business model! Let me prove it with an extreme example.

Any publisher can deploy bots to generate page views for their site. No advertiser will pay for those page views, because the page views have no advertising value. While page views could be used as a KPI by the editorial team to generate more c More...

In an attempt to bring the success of the energy drink to their media branch, Red Bull is taking branded content to another level. The Red Bulletin, a monthly periodical of original content based on the “Red Bull lifestyle”, includes features on Red Bull-sponsored athletes, as well as other extreme sport and musical coverage.

The Red Bull Media House, a media division of the Red Bull brand, began The Red Bulletin in fall 2007 in Austria. The Bul More...