Insight
Topics include magazines, newspapers, publishing, ad spending, ad pages, circulation, subscriptions
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MarketingProfs.comJust because marketers are jumping on the interactive-marketing bandwagon doesn't mean things on the interactive side are all rosy. There are many reasons to take a multichannel approach that includes print.
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NYTimes.comThe comic book redhead and his pals are ready to transform into a digital brand. “We’re at the beginning of the beginning,” says Jon Goldwater, co-CEO of Archie Comic Publications. “We must morph into a multimedia company.” That includes some mobile initiatives.
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AdAge.comCanvassing magazine ads to test their stopping power, branding ability and level of engagement--the three key elements that drive purchase consideration and, ultimately, sales--turned out to be a real eye-opener for one interactive marketing pro.
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New York MagazineIt's no secret why Condé Nast is salivating over their newly anointed prince of design. For publishers, the iPad brings the possibility of a fresh start and another revenue stream. Dadich is at the forefront of streamlining Condé Nast's efforts. But does that mean we should worship him?
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AdAge.comAs Playboy Enterprises considers the dramatic new options suddenly before it -- an offer from Hugh Hefner to take the company private for $185 million and a proposal from FriendFinder Networks to buy the company for $210 million -- the emphasis is on the brand much more than the magazine that started it all.
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AdAge.comBrand advertising on the Web is lagging behind direct response advertising -- for some very good reasons. For one, there are no measurement standards, even for basic demographics.
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MediaPostPaid vs. free? The trend that's emerging is it all comes down to quality time. It appears to be short experiences are free, while longer, more in-depth experiences are paid--regardless of whether the content is found online, on an iPad, or at the corner newsstand.
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BrandweekMany big-spending categories made sharp cuts in print advertising last year. Marketers who made those cuts--including Re/Max, Hertz, and State Farm--say that online media is both more accountable and has a better chance of bigger exposure, but many say print still has its place.
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Media LifeGroupM is not among those predicting a rebound in ad spending this year. In fact, it forecasts a fall for the third straight year. Chief investment officer Rino Scanzoni discusses the ad economy, plus which categories will come back strongest--and which may never recover--in 2011.
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NYTimes.comGetting consumers to pay for news online is going to be difficult. Might it be easier if access to the Web site were bundled into a satellite television subscription? British Sky Broadcasting, now front and center on the News Corp. CEO's radar, already provides some of its customers with other services, like broadband hookups.
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