Posts Tagged ‘commercial partnerships’
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
How editors can contribute to commercial success
Sunday, October 24th, 2010As commercial pressures increase on media businesses, editors are being urged to get more involved in supporting ad teams. This can be fraught with difficulties. Many “old school” editors struggle to fully understand and work within commercial constraints. As advertisers increasingly seek ways to get more involved in editorial content there is a risk they will subtly influence editorial content to suit their own marketing objectives, to the detriment of providing independent advice to readers. However, my experience of working in more specialist consumer and b2b markets shows that a commercially-minded editor with a strong specialist knowledge can dramatically improve the success of a media business across print, digital and events: (more…)
Tags: commercial partnerships, editorial integrity, editors, industry expertise, specialist media, Specialist Media Network
Posted in b2b, consumer, content, people and culture
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