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Posted by Mark Papia
in Opinions, on March 18, 2010 at 10:08 AM PDT
I like what the Audit Bureau of Circulations did this week. In fact, I like it a lot. As a mainly print entity the ABC was on the verge of irrelevance. Anyone in print publishing would either look forward to or rue the day when ABC quarterly statements showed up. It showed whether people were at least requesting your content, and at best, whether...
Posted by Mark Papia
in Targeting, on March 10, 2010 at 08:05 PM PDT
Shoe leather and a nice tie. That’s what media sales used to be all about. You worked real hard, traveled, presented yourself nicely, talked a nice line. That’s what sold print contracts or even some other media before sales and marketing made it a fact-based process. Now that fact-based approach is starting to show some interesting...
Posted by Mark Papia
in Media Planning & Buying, on March 07, 2010 at 12:14 PM PDT
Last month when I blogged I was inspired to connect the transformative powers of Pink at the Grammy Awards to the transformation happening in the living room between the laptop and the TV. I’d like to revisit that general neighborhood. This time my guest for all you digital marketers is Beyonce. To paraphrase the princess: “I need to...
Posted by Mark Papia
in Video, on March 02, 2010 at 12:56 PM PDT
As much as I've liked watching Shaun White, Lindsey Vonn, Bode Miller, Shani Davis and Apolo Ohno flying around these past two weeks, I'm enjoying something else even more. Teens and young adults are going to use the Olympics to be even more tightly integrated online and you better believe this is a different sense of integration than the one that...
Posted by Mark Papia
in Opinions, on February 20, 2010 at 02:54 PM PDT
I have a very hard-won perspective on the concept of retail cross-promotion. Early on in my career I worked in the consumer electronics publishing space. I’ve seen how retail display has evolved over the years, as one time powerhouses like Circuit City crashed and online innovators like NewEgg flourished. One of the more brilliant ideas...
Posted by Mark Papia
in Video, on February 18, 2010 at 04:32 PM PDT
When Pink got wet at the Grammy’s my life was changed forever. You probably saw it: The song, the sky thing, the water, the nudie suit. Well, the reason her performance changed my life is because I was watching this on TV and I couldn’t believe what I was seeing... so I grabbed my laptop, which recently has become a...
Posted by Mark Papia
in Websites, on February 15, 2010 at 10:36 AM PDT
Digital Publishers and Sellers: We had a great 2009. How great? I often measure sales performance against the advertising marketplace, in general. I remember a lot of years in this business when everybody was a genius and everyone was successful mostly because it was hard not to be successful. There was just so much business to be had. But in...
Posted by Mark Papia
in Targeting, on February 13, 2010 at 09:10 AM PDT
You do not have to listen to me, you can go with the really smart guys. Harvard Business Review started the year out by identifying the twelve management trends of the past decade, and two of them play right into the digital sales and marketing wheelhouse.
Now, this is the past ten years mind you, not the past year. I’ll spare you...
Posted by Mark Papia
in Targeting, on February 11, 2010 at 08:15 AM PDT
Some people remember the pre-internet days. Seems like ancient history when print and TV were battling it out for dollars. Back before there was an internet, I took a detour from publishing sales into publishing audience research. I learned a lot, even when the universe was so simple. And one of the things I learned is that sometimes you can ask a...
Posted by Mark Papia
in Websites, on February 09, 2010 at 07:29 AM PDT
There’s been lots of talk about CPMs lately, some of it well-informed, some of it a bit naïve. Most of this chatter concerns two good research reports, which I’ll comment on here. But first, it’s important to clarify two important things about CPMs that often get lost. First: CPMs are a measure of audience quality. Second,...
Posted by Mark Papia
in Media Planning & Buying, on February 06, 2010 at 11:52 AM PDT
Now that The New York Times has officially put a time and price on its internet access policy, the issue for digital sales and marketing people becomes one of value. In fact, I’ve already had these discussions with our brand and agency partners. On one side of the value debate, paying customers are considered to be more valuable than...
Posted by Mark Papia
in Targeting, on February 04, 2010 at 05:21 PM PDT
The news and watercooler talk these days are all about new devices and who’s gonna win the Super Bowl… and I love it! Talk of new Google Nexus' phones, Apple's iPad and offensive football strategies are finally more frequent chatter than Tiger Woods’ girlfriend gossip. But when it comes time for the real work, I think brand...