Folio RSS: Sales and Marketing

US Online Ad Spending to Top Print by $5.7 Billion in 2012

sbotelho — Fri, 20 Jan 2012 13:56:58 -0500

U.S. online ad spending is set to eclipse that of print this year by 15.5 percent, according to eMarketer, suggesting that the long-awaited print-to-digital inflection point may now be here for both content creators and marketers.

In Praise of the Flat Fee

Dan Trombetto — Thu, 19 Jan 2012 16:21:53 -0500

With the explosion of devices and platforms for distributing content to, pricing and packaging has become a major strategy for most publishers. However, at Reed’s Variety, a flat fee for access to content on any platform has been the way to go. And not just for subscribers—advertisers pay one price for display across the brand’s various platforms as well.

31 Percent of Delivered Digital Ads Not Seen By Consumers

sbotelho — Thu, 19 Jan 2012 15:43:43 -0500

In a new study undertaken by comScore to support the release of a new digital ad measurement solution, the company found that 31 percent of ads are delivered, but not seen by consumers.

House Beautiful Launches Integrated Marketing Campaign Using Digimarc Technology

sbotelho — Thu, 12 Jan 2012 15:07:45 -0500

Bonnier and AOL Strike Digital Content and Sales Partnership

Bill Mickey — Fri, 06 Jan 2012 10:26:52 -0500

Study: Branded Content Spending Higher Than Ever

sbotelho — Mon, 28 Nov 2011 15:27:50 -0500

Digital Ad Impressions 47 Percent Lower than Print Counterpart

sbotelho — Tue, 15 Nov 2011 13:00:27 -0500

Conde Nast Partners with AdMeld in Private Digital Ad Exchange

sbotelho — Tue, 15 Nov 2011 12:41:49 -0500

In a major magazine publisher first, Conde Nast launches a private advertising exchange for select digital clientele. Partnering with service provider AdMeld, inventory from Conde’s entire digital portfolio will be available at the time of the exchange’s launch.

Kantar Media SRDS To Offer Video Media Kits

Matt Kinsman — Wed, 19 Oct 2011 15:32:17 -0400

Publishers, get ready for your close-up. Kantar Media SRDS and Synaptic Digital have teamed up to offer The SRDS Video Media Kit, which introduces media planners to a publisher's portfolio via video.

Meredith Meets With Over 100 Potential Partners for 10 slots in ROI Program

sbotelho — Tue, 18 Oct 2011 14:47:31 -0400

In July, Meredith Corp. launched its Engagement Dividend program, a guaranteed ROI investment partnership for select advertisers. Already, Meredith has met with over 100 companies (which equates to even more brands) about a possible partnership in the program.

Content Marketing Has Arrived. Should Publishers Be Worried?

Dan Trombetto — Sun, 09 Oct 2011 10:44:38 -0400

September 6th was a coming out party for content marketing. Over 600 marketing professionals came together in Cleveland from 18 different countries for Content Marketing World to learn how to create and grow their own publishing and storytelling platforms.

Here’s to Bigger, Better Growth

Dan Trombetto — Sun, 09 Oct 2011 09:58:36 -0400

When is five consecutive quarters of growth not enough? Right now in magazine publishing. To see real, sustained growth, there are three things every magazine publisher should do to keep readers and advertisers engaged. 1. Create Franchise Issues

Time Inc. Launches PinPoint For Ad Clients

sbotelho — Mon, 03 Oct 2011 16:40:39 -0400

As advertising clients continue to tighten the grip on their change purses, publishers are concocting solutions to show the value of their content, sites and magazines as an advertising platform. Meredith launched a ROI guarantee for select print advertisers in August; now Time Inc.

Content Marketing Has Arrived. Should Publishers Be Worried?

sbotelho — Thu, 22 Sep 2011 12:55:08 -0400

9 out of 10 organizations are using content marketing, per CMI.

First Half 2011 Ad Spending is Up, But Growth is Soft

Matt Kinsman — Mon, 12 Sep 2011 13:04:10 -0400

Data from media measurement firm Kantar Media is showing overall growth in ad spending for the first half compared to the same period 2010. Total ad expenditures rose 3.2 percent totaling $71.5 billion.

New Frontiers: Case Studies in Social Media Marketing

Dan Trombetto — Thu, 08 Sep 2011 12:42:05 -0400

It’s inevitable that the pursuit of “integrated” advertising now includes a heavy dose of social media.

From Marketer to Printer: Managing Ads

Dan Trombetto — Wed, 07 Sep 2011 11:06:17 -0400

Like most industries, publishing cycles are increasingly becoming more and more automated. Even editorial actions are becoming computerized, with companies like Kapost creating products that electronically orchestrate pitches, assignments, calendars and revisions in addition to managing author performance and payment.

Consumer Ad Pages Flat in First Half 2011

Dan Trombetto — Mon, 08 Aug 2011 16:45:15 -0400

In the first half of 2011, the magazine industry was abuzz with news of the latest digital editions, Apple’s subscription mandates for publishers selling their wares through the App Store and those stepping away from Apple’s model to go the HTML route for app offerings.

Meredith Guarantees Print ROI for Select Advertisers

Dan Trombetto — Mon, 08 Aug 2011 10:58:30 -0400

Meredith Corp.—publisher of titles such as Better Homes & Gardens and Ladies Home Journal—has introduced The Meredith Engagement Dividend, a product that offers advertisers guaranteed sales for their investment in Meredith magazines.

Can Editors Make the Jump to Marketing Services?

Dan Trombetto — Mon, 08 Aug 2011 10:10:01 -0400

“Content is king” once again, at least when it comes to marketing services (original content for many dedicated publishing brands has largely given way to more cost-effective strategies of aggregation and curation).

Leveraging Clients’ Lack of Knowledge

Dan Trombetto — Thu, 14 Jul 2011 14:37:46 -0400

Publishers have in-depth knowledge of media, both print and digital, and we clearly have the advantage of education over our clients. Because we know more, we should be able to sell more, right?

The Back-End Tools Sales Teams Use to Manage, Monitor and Close the Integrated Sale

Dan Trombetto — Thu, 14 Jul 2011 11:39:46 -0400

In the more simple days of selling, advertising sales executives dealt in print, closing deals on a monthly cycle. Now, as technology drives opportunities for publishers, sales execs are faced with an ever-growing portfolio of products and services to offer to clients.

Content Marketing Institute Launches Content Marketing Channel

sbotelho — Tue, 05 Jul 2011 15:22:30 -0400

2011 Advertising Sales Salary Survey

Dan Trombetto — Wed, 15 Jun 2011 15:46:52 -0400

For those in the publishing industry, recovery from the so-called “Great Recession” has been slow going. Any ad page growth is considered significant, and publishing companies are cautiously filling the holes in staff rosters left open during the economic crisis.

Conde Nast Targets Non-Media Budgets with Ideactive

sbotelho — Mon, 23 May 2011 13:52:30 -0400

Conde Nast has launched a new marketing services division called Ideactive, which is taking aim at the non-media budgets of current Conde Nast advertisers, as well as new clients.

Edgell Communications Overhauls Its Approach to Lead Gen

Dan Trombetto — Thu, 19 May 2011 15:59:56 -0400

Edgell Communications, a Randolph, New Jersey-based b-to-b publisher serving the IT and seasonal merchandising markets, has undergone a major overhaul of its lead gen offerings. “We’ve been generating what we call a transactional lead—defined as someone who downloads something and we pass that information onto our client,” says vice president of online media Robert Keenan.

Revitalizing Lead Generation with Analytics and Business Intelligence

Dan Trombetto — Thu, 19 May 2011 15:03:50 -0400

Like so many other areas of the economy, the bottom dropped out of the lead generation business in 2009. Advertisers, in the face of a down market, were tightening their belts wherever they could and lead generation was an easy target.

Hearst Partners With Pictela’s IAB Portrait Advertising

sbotelho — Wed, 11 May 2011 10:55:46 -0400

After a successful initial partnership with Pictela with the OPA Push Down advertising unit, Hearst has decided to give Pictela’s Interactive Advertising Bureau (IAB) Portrait technology a try.

The Number of Gatefold Ads Grows 50 Percent In 1Q 2011

sbotelho — Tue, 10 May 2011 12:39:30 -0400

“High-impact” ad pages saw a mixed usage among MPA-member magazines in the first quarter of 2011, according to data gathered by Mag Radar.

New Ideas for Directories

Dan Trombetto — Tue, 19 Apr 2011 16:35:35 -0400

B-to-b publishers have long relied on directories (or buyer’s guides, depending on company terminology) to produce revenue and establish themselves as a valuable resource to their readers. However, b-to-b publishers have seen this resource waver over the years, as print is challenged (and often succeeded) by digital.

The Content Marketing Revolution

Dan Trombetto — Tue, 19 Apr 2011 11:33:42 -0400

Each year the publishing world seems to become enamored with a new strategy that will redefine the industry. In 2011, that’s marketing services. Last month, Penton Media bought Washington, DC-based EyeTraffic Media, an online marketing firm, and in April is expected to announce a company-wide shift toward marketing services.

IAB Reports 2010 Internet Ad Revenues Up Almost 15 Percent

sbotelho — Wed, 13 Apr 2011 15:04:42 -0400

The Interactive Advertising Bureau (IAB) shared in its 2010 full year report that annual Internet advertising revenues increased by 15 percent from 2009 to 2010, rising from $22.66 million in 2009 to $26.04 billion in 2010.

New Ideas for Directories

sbotelho — Tue, 05 Apr 2011 15:48:52 -0400

B-to-b publishers have long relied on directories (or buyer’s guides, depending on company terminology) to produce revenue and establish themselves as a valuable resource to their readers. Now, b-to-b publishers are finding new ways to add value to their directories, even as print is challenged (and often succeeded) by digital, and Google dominates the search market.

Popular Science Offers a Peek behind the Apple, Google Subscription Plans

Dan Trombetto — Wed, 09 Mar 2011 16:16:23 -0500

Popular Science has been at the front of the pack in terms of early adoption since the start of the apps race.

What About an AdWall?

Dan Trombetto — Wed, 09 Mar 2011 14:22:44 -0500

In the pursuit of earnings, publishers have done two things—intensified SEO efforts, which creates fly-by ad revenue and established paywalls, which create fan subscription revenue.Remember these definitions:• Fly-by: Someone who visits once.• Occasional: Visitor to the site two to three times per month.

Interactive Ads Beats Static Ads, But Are Almost Half of Mobile App Users Clicking Ads By Mistake?

Dan Trombetto — Tue, 08 Feb 2011 10:05:24 -0500

While publishers are still determining when interactive content jumps the divider between engaging and annoying, new research from Adobe says interactive advertising in digital magazines engages readers more strongly and creates stronger purchase intent than static ads in either print or digital magazines.

“High Impact” Ads on the Rise for MPA Members?

Dan Trombetto — Tue, 08 Feb 2011 10:00:36 -0500

While it may not apply to overall advertising budgets, “big” was in for individual ad pages that ran in MPA member magazines in 2010.

Kalmbach Outsources Ad Sales For Discover Magazine

Matt Kinsman — Tue, 01 Feb 2011 11:43:08 -0500

Kalmbach Outsources Sales For Discover Magazine

Matt Kinsman — Tue, 01 Feb 2011 11:39:38 -0500

"High Impact" Ads on the Rise for MPA Members

Matt Kinsman — Thu, 27 Jan 2011 11:21:18 -0500

While it may not apply to overall advertising budgets, "big" was in for individual ad pages that ran in MPA member magazines in 2010. According to data collected by MagazineRadar, high-impact ads that ran on heavy stock were up 19 percent in 2010 and the actual ad size increased as well: the average number of heavy-stock pages per ad increase

Selling One Ad Across Many Screens

Matt Kinsman — Wed, 12 Jan 2011 13:26:20 -0500

Almost immediately after Apple founder Steve Jobs introduced the iPad to much fanfare last January, publishers everywhere began trying to figure out how to create content and advertising for the new platform. Meanwhile, advertisers are telling publishers that they want to be able to create campaigns and execute them across the widest universe of devices, particularly mobile platforms.

Forbes Teams With MediaVest, comScore to Track Ad Effectiveness

Matt Kinsman — Wed, 15 Dec 2010 11:26:34 -0500

Forbes announced the launch of a new research project that will measure print advertising effectiveness, using digital tracking methodology.

Uncoventional Ad Units That Work

Dan Trombetto — Tue, 07 Dec 2010 10:09:23 -0500

Price is the single largest factor in winning new advertising business, according to Dennis Connaughton, general manager at sales rep firm James G. Elliott. “In terms of closing print sales today, price remains number one,” he says.

When Selling Content, How Pregnant Are You?

Dan Trombetto — Mon, 06 Dec 2010 15:07:08 -0500

It was the crossroads of Mississippi State Highways 49 and 61 in Clarksdale where the renowned blues artist Robert Johnson allegedly sold his soul to the devil in return for his amazing talent. What better place to host America’s newest magazine think-tank?

Study: Branded Content Remains Strong as Marketers Shift Money Into Custom Media

Matt Kinsman — Tue, 30 Nov 2010 09:53:56 -0500

Spending on branded content, or custom publishing, is at its second-highest level ever, at an average of $1.3 million per marketer, and nearly 100 percent over spending levels from 2008, according to a study from the Custom Content Council in conjunction with the newsletter ContentWise. The study also indicates that many marketers are continuing to shift their money to branded content and at the

Content Strategy and the Dying Art of Execution

Thu, 18 Nov 2010 09:46:53 -0500

Content strategy is critical, but execution is king for content marketing.

A Positive Look at Negative Ads

Wed, 10 Nov 2010 16:02:03 -0500

How the deft use of negativity in creative can boost conversions.

Creating Effective Landing Pages

Dan Trombetto — Mon, 01 Nov 2010 16:25:21 -0400

The definition of “landing page” is changing as the Web site homepage takes a back seat to external channels such as Facebook, and visitors today more often than not first arrive on internal pages at a publisher’s site thanks to links and search. But regardless of what you consider a landing page to be, the goal remains to drive action.

Condé Nast Reorgs Digital Sales and Marketing

Tue, 26 Oct 2010 16:42:54 -0400

One day after moving Style.com under management of the Fairchild Fashion group, Condé Nast has announced a reorganization of its overall digital operation, fusing the Condé Nast Digital sales and marketing team with the Condé Nast Media Group, forming one multi-platform and multi-bra

Battle of Editorial Credibility vs. Sponsored Content Continues

Thu, 14 Oct 2010 12:39:04 -0400

I’m not sure it has to be a bloody mess, though.