Archive for the ‘advertising’ Category
In 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…)
How 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…
So 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…)
News 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
Finding 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…)
Many 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…)
Growing 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…)
Media 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