Archive for the ‘advertising’ Category
Creating innovative ad campaigns in specialist markets
Saturday, March 12th, 2011Finding new revenue sources in specialist media markets is tough: cover prices in print are capped by competitive pressures and subscriptions need to be keenly priced. Circulation volumes are often limited, and rates for standard ad units are under pressure. But niche publishers have a great asset in their passionate communities and strong reader relationships, and with the right approach this can be harnessed to create innovative ad campaigns for relatively large advertisers and bring in incremental revenue. I was impressed by the story of how Military Times created a campaign for Intel, and think it has many lessons relevant to other specialist media businesses. (more…)
Tags: advertising, commercial partnerships, Media Pioneers, Military Times, specialist publising
Posted in advertising, consumer
Media Pioneer: how Factory Media grew app revenues 26%
Sunday, February 13th, 2011Many publishers are considering putting their magazine content into apps , to tap into the worldwide audience on Apple devices and increasingly android too. But how to work out what to charge for and how to grow revenues? Action Sports publisher Factory Media seems to have hit on a winning formula. They are the latest Media Pioneer, for their impressive 26% growth in app revenues. Here’s my take on the key reasons for their success: (more…)
Tags: app editions, app subscriptions, Factory Media, magazine apps, Media Pioneers, Specialist Media Network
Posted in advertising, business strategy, consumer, content, marketing
Secrets of successful commercial partnerships in specialist markets
Friday, June 18th, 2010Growing commercial revenues from online publishing has provided a conundrum for specialist media businesses - they don’t have the volume of inventory to be attractive to ad networks and the CPMs are derisory - and their small commercial teams often lack skills to sell across multiple platforms. But at the Specialist Media Show conference last month, delegates heard from specialist media owners Duncan Tickell of Magicalia and Paul Hood, latterly of Emap and now at Mirror group, and gurus such as Chris Parsons of Q5 Partners, on how to create simple, clever campaigns that grow clients’ business with tips that can be applied to niche markets. Here’s the top 5 insights: (more…)
Tags: advertising, bespoke solutions, commercial partnerships, Duncan Tickell, Magicalia, Paul Hood, Q5 Partners, specialist media show
Posted in advertising, b2b, business strategy, consumer
Successful commercial partnerships for media owners
Saturday, May 15th, 2010Media owners are finding their advertising clients these days are far more demanding, expecting to be able to measure the real business value of their campaigns, rather than relying on the simple reach of any advertising activity. Mere banners, links and MPUs are just not enough when the online ad market is awash with low-cost inventory. So how can specialist media owners develop long-term, successful commercial partnerships in this tough environment? I met yesterday with Duncan Tickell, MD of Magicalia, and Paul Hood, Head of Digital at Mirror Group, who are both taking part in a session at the Specialist Media Show Conference on 25 May on this topic, and picked up some insights, based on their campaigns for bike manufacturers, parenting clients and music publishers, that I believe can be used by large and small media businesses alike. (more…)
Tags: advertising, bespoke campaigns, commercial partnerships, Duncan Tickell, Magicalia, Mirror Group, Paul Hood, Penmaen Media, specialist media show
Posted in advertising, b2b, business strategy, consumer
Creating event sponsorship packages
Friday, September 11th, 2009Many media owners are extending their brands into events, shows and conferences. They have a head start in terms of knowledge of their audience, and the topics and suppliers that will grab their interest. One new discipline, however, is building bespoke packages for sponsors. I’ve done this in the past for consumer events at Emap, and am now encountering it again for a new b2b event I am launching next Spring (more details soon!). For other media owners in a similar position, I thought it might be helpful to summarise the following tips in creating great event sponsorship packages: (more…)
Tags: events, media brand, sponsorship, top tips
Posted in advertising, b2b, consumer, implementation, marketing