Tagged 'Online publishers'

Content Marketing Lessons From the United States Marine Corps

Posted by Oliver Wellington on November 12th, 2013 at 7:08 am

Last Sunday, November 10 marked the 238th birthday of the United States Marine Corps. On November 10, 1775, Captain Samuel Nicholas formed two battalions of Continental Marines in Philadelphia as Naval infantry, and the Marine Corps has since become well known for its proud traditions and strategic theory and practice of warfare. Here are a few lessons content marketers can learn from one of the most respected fighting forces in the world.
Remain Faithful to Your Readers
The Marine Corps motto Semper Fidelis means always faithful in Latin and signifies the loyalty of all Marines past and present to the Corps and the United States. Good content marketers should remain always faithful to their readers when it comes to generating good content. Content marketing at its core is about providing readers with useful, timely and relevant material – not selling or self-promotion. Keep content focused on reader benefits, not boosting SEO or sales. If you’re content is good, increased visibility and sales will happen organically.
Deploy Content Through Multiple Channels
The Marine Corps’ success lies in its ability to rapidly combine air, land and sea forces to achieve every mission. The Marine Air-Ground Task Force is a term used to define how the Marines... Read more

What Publishers Can Do To Ride the Mobile Ad Wave

Posted by Jason Fuentes on February 4th, 2013 at 10:37 am

While mobile is hardly new, it was not until last year that the advertising industry was officially required to adopt a brand new marketing medium – Mobile Advertising. It barreled onto the scene, took center stage, and quickly cemented itself as the marketing medium of the future. The mobile industry had plenty to celebrate in 2012 as the fabled “Year of Mobile” had finally arrived but its arrival also caused disruption, particularly for online publishers.
During a period when online publishers were already improvising monetization efforts to compensate for the rise of programmatic buying, mobile introduced yet another variable that would further complicate the situation, forcing a shift in focus. Already squeezing every last cent out of online CPM’s, mobile traffic immediately made its presence felt as online audiences were no longer restricted to a computer screen as a means of accessing their favorite digital content. As a result, mobile traffic began cannibalizing impressions from the desktop impressions, further impacting an already depleting bottom line. Digital publishers reliant on online advertising revenue were suddenly dealt with a brand new form of supply to figure out and monetize immediately, or face a slow death at the expense of mobile's rapid growth.
By... Read more

OPA Digital Q&A: Forrester’s Melissa Parrish Previews Research on Social Media Influencer Strategies

Posted by Pam Horan on March 6th, 2012 at 11:36 am

The “OPA Digital Q&A” showcases perspectives on key trends in online publishing and media by industry leaders.
In advance of her presentation at OPA’s annual Social Media Day on March 6th, 2012, I took the opportunity to askMelissa Parrish, a senior analyst with Forrester, a few questions about the research she is previewing exclusively at our event.  Be sure to follow the event on Twitter with hashtag #OPASMD2012
Can you tell us a little bit about the impetus for the new research Forrester is about to release on influencer marketing?
MP: By the end of 2011, nearly 85% of US marketers were using social media in some way.  With this many brands engaging their customers in social media, we wanted to do a deep dive into some of the popular objectives that lead marketers to this channel.  Influencer marketing is one of the key ways that brands are able to drive measurable results in a social context, so that’s what led us to explore the topic more deeply.
One of the areas you look at closely in the report is the “social influencer”.How do you define them?
MP: A social influencer, simply put, is someone whose opinions about products or services, posted in a social... Read more

Publishers Forging Key Partnerships to Bolster Tablet Products

Posted by Pam Horan on February 23rd, 2012 at 9:17 am

In 2011, the world witnessed the iPad become one of the year’s most popular gift items. Now that more affordable tablets - such as the new Kindle Fire – are coming to the market, it’s no surprise that a recent study by the Pew Research Center found that tablet and E-reader ownership has nearly doubled in the U.S. over the holiday gift-giving period. As the surge in tablet use continues to grow, some publishers are looking to leverage the popularity of tablets through strategic partnerships.
Two examples point to the trend of publisher/tablet maker partnerships. MediaPost reported that Barnes & Noble joined forces with The New York Times to offer consumers who buy a digital subscription of the newspaper on a Nook $100 off of a Nook Simple Touch or Nook Color tablet. AdAge reported a slightly different model, with the announcement that News Corp’s The Daily app will now be available on certain Verizon-marketed devices. Consumers that already own a Galaxy Tab will have access to The Daily app through a software update. Both approaches aim to incentivize tablet purchase and increase app usage.
Since tablet maker/publisher partnerships are relatively new, we will have to wait and see how this seemingly... Read more

'Major Yahoo Reorg' may unfold this week

Posted by Mario Sgambelluri on February 23rd, 2009 at 12:00 am

All Things D says look out for "a major reorganization of its management structure" on Wednesday. Like the Obama admin, Bartz is looking to "roll back a variety of previous organizations" by Jerry Yang and Sue Decker.
Look for the new Yahoo to follow a "more traditional" top-down structure. A shock to the system that may be just what the doctor ordered.