News & Publishing

Intersections: Data and Digital Advertising

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

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

News & Publishing

Data-Driven Publishing

By Gretchen A. Peck

Sophisticated knowledge about your readers — how they consume your content and what they care about — can lead to compelling opportunities for advertisers.

Read more at: http://digitaleditions.napco.com/publication/?i=195935#{“issue_id”:195935,”page”:26}

Published by Publishing Executive magazine, February 2014

 

News & Publishing

Companies Bringing Added Value to Newspapers

By Gretchen A. Peck

It’s no fun being the news when you’re tasked with reporting the news. It’s a strange placement for the newspaper industry these days, as many around the world talk of its evolution, its future, its challenges, and more sensationally, its demise. It’s an uncertain yet exciting time, during which innovation may enable newspapers (no matter the method of delivery) to redefine themselves and flourish in their new forms.

Editor & Publisher compiled a list of organizations that are not just banking on a healthy future for news, but are developing products, services and, perhaps, new best practices for newspaper publishers.

Read more at: http://www.editorandpublisher.com/feature/companies-bringing-added-value-to-newspapers/

Published by Editor & Publisher magazine, October 2013

News & Publishing

News on the Move: Mobile Apps

There’s a scene in filmmaker Chris Foster’s Black & White and Dead All Over — a documentary that chronicles the painful gutting of the newspaper industry, our raw and recent past, when newspersons offer perspective narration about the advent of digital publishing. “Lemmings” is how one hard-nosed journalist refers to publishers at that moment in time when they heavily invested resources into design and deployment of their website, and as another pointed out, without any clear vision or understanding of the business models.

And, so here we are again, faced with the challenge of a new publishing model — mobile — and all the dilemmas associated with devices and content and advertising, oh my!

Read more at: https://www.editorandpublisher.com/feature/news-on-the-move-mobile-apps/

Published by Editor & Publisher magazine, April 2014