Archive for the ‘advertising’ Category
What publishers see as biggest opportunities & challenges: new research
Sunday, April 28th, 2013In the Specialist Media Insights research earlier this year, we asked 130 publishers what they saw as their biggest opportunities and challenges. This provides a unique insight into how specialist media owners see the world right now.
Whilst they can glimpse the potential of digital platforms, online interaction, repackaging content and enhanced ad propositions, there is still a fear of new competitors, making the wrong technology choices, and traditional revenues evaporating before digital grows to replace them. Plus a real skills gap especially in sales and technology. (more…)
Tags: digital publishing, digital strategies, free content, multi-channel advertising, online communities, repackaging content
Posted in advertising, b2b, business strategy, content, marketing
Five megatrends for 2013 that publishers can’t ignore
Sunday, February 24th, 2013How will your publishing business evolve in 2013? Here’s five megatrends that you must include in your plans for this year - and some suggestions for what you can do about them…
Tags: advertising, community, data, international publishing, mobile publishing
Posted in advertising, b2b, business strategy, consumer, content, marketing
Seven Steps to a lucky 2013 for specialist publishers
Tuesday, January 1st, 2013So how do you think the post-Christmas mobile world will affect how your audience wants to consume and pay for content? Now that a third of adults in the US own an e-reader or tablet, will British consumers be far behind? What does all this mean for specialist consumer or b2b publishers - and how can you get your niche media business onto a winning streak for 2013?
Here’s my 7 steps to help niche publishers improve their luck this year. (more…)
Tags: communities, creative marketing solutions, ecommerce, email for mobile, mobile publishing, subscriptions
Posted in advertising, b2b, business strategy, commerce, consumer, content, marketing
How Dennis have made The Week a success on mobile: top ten lessons for publishers
Sunday, September 30th, 2012News weeklies are one of the few magazine categories that are growing in print. And The Week is a long term publishing phenomenon with an incredibly loyal subscriber base. They rarely change the design template as it causes uproar among their loyal, longstanding and definitely mature subscribers, whose common refrain is “don’t change a thing.”
So not an obvious candidate for an iPad edition - and yet The Week has been a storming success on mobile, with 132k downloads of the UK edition, impressive commercial revenues and high star-ratings on itunes.
I was lucky enough to chair a seminar session with both Kerin O Connor, CEO of the Week, and Julian Thorne, MD of their subscription bureau, Dovetail, earlier this month and gained a great insight into how they did it and which of their learnings are applicable to other publishers: (more…)
Tags: app sponsorship, Apple newsstand, Dennis, Dovetail, HTML5, mobile editions, mobile publishing, pricing, subscriptions, The Week
Posted in advertising, business strategy, consumer, implementation, marketing
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