Tag: digital advertising

News & Publishing, Politics & Public Policy

HD Media Takes on the Tech Giants

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With a federal antitrust suit against Google and Facebook, a single newspaper publisher seeks to level the playing field

By Gretchen A. Peck

Tech giants Google and Facebook aren’t strangers to antitrust litigation and Congressional scrutiny, but in a first-of-its-kind case, the two companies have been named as defendants in a federal antitrust lawsuit filed by a newspaper publisher.

The plaintiff, HD Media Co., LLC, is the West Virginia-based publisher of seven titles, including the Pulitzer Prize-winning Charleston Gazette-Mail and the Herald-Dispatch, a historically significant newspaper that dates back to 1871.

On Jan. 29, the publisher filed its lawsuit in the Southern District of West Virginia. To small community and regional newspaper publishers across the nation, the action may seem like David squaring off against a two-headed Goliath.

Read on at Editor & Publisher magazine.

News & Publishing

Data continues to bulldoze through media advertising hurdles

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By Gretchen A. Peck

For news organizations, selling advertising has become a notoriously complicated endeavor as media companies, tech businesses, and platforms compete for a share of the revenue. Though there is still a remarkable amount of money spent on advertising in the U.S.—billions in digital display and programmatic ads last year alone—the competition for ad dollars among print, digital and broadcast media is fast, fierce and sometimes unforgiving. …

Read on at Editor & Publisher magazine

 

News & Publishing

Intersections: Data and Digital Advertising

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By Gretchen A. Peck

As they now become digital publishers, newspaper organizations have a glut of audience insight into what both readers want and advertisers want to know.

“Newspapers are among the most trusted brands for providing valuable and useful content. Further, they have long-standing relationships with huge numbers of consumers,” said Peyton Marcus, practice executive at Digital Media Solutions, Infinitive. “But they must learn to think along the lines of truly digital and 100-percent audience centricity if they are to thrive as ad-driven businesses. That means seeing more clearly the links between the technology they use to run the business, how it impacts the customer [and] audience experience, and how they use data to manage their businesses.”

In buying or selling targeted digital advertising, it’s prudent to know the target (in this case, the newspaper publishers’) audiences, and among them, advertisers’ prospects. Marketers may wish to target members of the community based on demographics alone, but may be more easily compelled by greater insight into preferences, interests, geography, chronology, behaviors, hot buttons, shopping histories, and other information afforded by digital media.

Read more at: http://www.editorandpublisher.com/feature/intersections-data-and-digital-advertising/

Published in Editor & Publisher magazine, February 2014

News & Publishing

Back to the Wheelhouse: Advertising Sales in the Digital Age

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By Gretchen A. Peck

It’s easy to wax nostalgic about newspapers’ heydays, when the selling of ads was as simple as it was to valuate the content, the service, the roles newspapers played in the community. Sales professionals back then need only dangle these carrots to compel an advertiser. It was, indeed, a simpler time.

Things became more dicey as marketing morphed into something far more sophisticated, with buzzwords such as “demographics” and “targeted marketing” representing new lingo, and ad decisions were now inspired by measurements and metrics rather than by the relationships between publisher and advertiser.

Today, technology drives nearly every aspect of the publisher-advertiser-reader relationship, and that’s had some notable influence on not only the kinds of ads that are selling and how they’re being sold, but also on the ad-sales labor market.

Read more at: http://www.editorandpublisher.com/feature/back-to-the-wheelhouse-advertising-sales-in-the-digital-age/

Published by Editor & Publisher magazine, January 2014