Archive for the ‘advertising’ Category

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A new commercial model for digital magazines?

Friday, December 5th, 2014

Digital Magazines are gradually evolving from their origins as indie art project, agency showcase, PDF shovelware or vanity publishing to become a viable commercial publishing business.

Accepted, the challenges are still substantial …

  • the high cost of adapting print content to digital
  • the overcrowded and badly indexed App Store
  • the growth of smartphones and fragmentation of platforms and standards
  • the difficulty of persuading advertisers to invest in a complex medium with limited reach….

But there are some pockets of innovation and isolated stories of commercial success, which are worth exploring to identify strategies that could just help the medium to take off. (more…)

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Posted in advertising, b2b, business strategy, consumer, content, marketing, news


10 ideas for next generation B2B media

Tuesday, October 28th, 2014

B2B media were first into the digital melting pot, and are now emerging with some inventive new business models.  I picked up some interesting ideas and practical tips from the Business Media Insights conference last week. Here are ten of the best insights from the day - applicable I believe to a wide range of markets… (more…)

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Posted in advertising, b2b, business strategy, content, marketing, news

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How the advertising market is changing forever and why publishers should care

Tuesday, September 23rd, 2014

There’s a revolution going on in global advertising, and its effects will be felt even in formerly protected media niches.  Here are the headlines and also what I think publishers should do about it.

In just a couple of years, online advertising will contribute 27% of total global spend, surpassing print at 20% and getting closer to TV at 39%.  Mobile is fuelling this shift, with consumers in Asia, LatAm and Africa bypassing fixed internet, and accessing the web largely through smartphones.  By 2016 mobile web access will surpass fixed broadband worldwide.


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Posted in advertising, b2b, business strategy, consumer

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The new rules of mobile publishing: 10 tips on revenue growth

Thursday, August 21st, 2014

Mobile is fast reaching the tipping point of being the preferred way to access digital news, so B2B and consumer publishers need to get to grips fast with how people are reading their publications on tablets and phones.  And maybe more importantly, how they can maximize revenues from expensively created digital editions.

One of the most detailed pieces of research I have seen so far has been put together by Stonewash, who have analysed in detail billions of pieces of anonymous reader data from digital magazines published on their platform to track exactly when, where and how people read mobile content.

There are some surprising findings, challenging our assumptions that digital magazines are read just like their print counterparts.  Here’s the highlights from the research and some tips on how to grow revenues… (more…)

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Posted in advertising, b2b, business strategy, consumer, content, marketing

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10 ideas for innovating in media and publishing

Monday, June 2nd, 2014

Here’s some smart tips from the shortlist for the 2014 Media Innovation Awards.  As technology drives change in reader behaviour, publishers need to think more broadly about their market and evolve new products and services.  There’s plenty of inspiration on offer from the shortlisted companies - these media businesses are stretching their content and products to find new ways to connect with their audiences.   (more…)

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Posted in advertising, b2b, business strategy, consumer, content, events, marketing


Seven ways to innovate in media sales and marketing

Thursday, May 22nd, 2014

Marketing new content products and services to subscribers and readers requires innovative thinking, and revolutionary approaches.  And developing smart solutions for advertisers and commercial partners is increasingly important.  At the Digital Media Innovation Conference in London recently I devoted a whole theatre to innovation in sales and marketing.  Here are 10 practical ideas from the speakers…. (more…)

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Posted in advertising, b2b, business strategy, consumer, marketing

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Seven ways to reinvent your media business in 2014

Sunday, January 5th, 2014

Just a few years ago, media and publishing seemed simple.  Create great editorial, wrap it up into a magazine, send it out to your readers and sell some advertising.  Digital media felt like a bit of a sideshow - it was fine to dabble a little, but it wasn’t a big profit generator.

But now many established media brands are moving away from print altogether - for example Lloyds List has just successfully gone 100% digital, AutoTrader published its last print edition in June.

And with this shift to digital media the landscape changes: everything is apparently measurable, and the definition of the purpose of a media brand is more blurred: instead of just creating content, are you advising people on buying decisions, helping business people gain advantage, fostering networking in an industry or community?

From enjoying a protected market, media organisations are now competing with government, consultancies, retailers, agencies, brands, trade associations and self-organised communities.

So how can the organisation formerly known as a publisher reinvent itself and thrive in 2014 and beyond?  Here’s seven core principles that I believe will enable a smoother transition. (more…)

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Posted in advertising, b2b, business strategy, consumer, content, marketing

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12 revolutionary ideas for media sales professionals

Sunday, December 22nd, 2013

For publishers, media sales is now a highly complex picture, with print, web, email and apps to manage. While subscribers are now largely adopting digital channels, many publishers still have to educate their advertisers on the benefits of digital media. And some sales teams are not yet comfortable with the digital pitch and are wary of cannibalising their print revenue.  Meanwhile clients are under pressure to deliver results and wary of taking new risks – so the status quo is your biggest competitor.

Lloyd’s List have taken a very radical approach, and moved digital from just 11% of sales in March 2012, to what will be 100% when they close the print edition on 20 Dec 2013.  This was a project for the whole publishing team, but the sales challenge in particular provides some great lessons for other publishers.

At the SIIA Issue Brief which I chaired in London on 6 Nov, Fergus Gregory, MD Advertising at Lloyd’s List Group, shared the journey his sales team have taken over the last 18 months, and Raoul Monks, Founder of Flume Training, who worked with the Lloyd’s List team, explained the research behind their approach.  Together they proposed some revolutionary ideas for publishers keen to make a similar digital transition. (more…)

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Posted in advertising, b2b

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What publishers see as biggest opportunities & challenges: new research

Sunday, April 28th, 2013

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…)

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Posted in advertising, b2b, business strategy, content, marketing


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