Many publishers have struggled since Facebook's news feed change, but a loyal audience and brand recognition have helped New York Media weather the shift. Only 10 percent of the publisher's traffic came from Facebook in the first place, according to Avi Zimak, CRO and publisher at New York Media, who spoke last week at the Digiday Publishing Summit in Vail, Colorado. Zimak discusses Facebook's role in New York Media's content distribution, the company's revenue streams, Apple News' potential and more in this session.
Data, platforms, return on investment and every other way in which agencies have justified and strategized marketing spend to clients is facing increased scrutiny. Clients want proof for everything. In this session from the Digiday Media Buying summit, Lisa Purpura, group director of media at VML, talked to Digiday’s Shareen Pathak and discusses lies, damned lies and statistics.
Amazon is poised to become a major force in the media business, thanks in large part to its deep trove of customer buying data. But for now, Amazon's actually weak in metrics, according to Tod Harrick, vp of product at Marketplace Ignition, who spoke at the Digiday Media Buying Summit earlier this month.
A little over a year ago, News UK’s branded content arm, Bridge Studio, overhauled its operations and adopted an agency approach to working with brands. But it hasn't eliminated agencies from the picture. Mark Field, director of Bridge Studio, joined us at the Digiday Publishing Summit Europe in February. He discussed why the oublisher has adopted an agency approach, why publishers aren't aiming to take over from agencies, how brand content is different from advertising, and Bridge Studio's campaign for the Movember Foundation
At the Digiday Publishing Summit Europe, Conde Nast International CRO Jamie Jouning talks about how the brand has adapted to an international marketplace when the foundation of the publisher is in local market mentality.
For publishers diversifying their revenue streams, it’s all about embracing the marketer’s mentality. In this episode, Heart UK's Duncan Chater discusses the data, content and licensing arms of Hearst UK's business. Hearst UK's position as a legacy brand also sets it up for building a strong events business and playing into influencer marketing strategies.
In the last year, McDonald's has aggressively pushed for a global digital identity and presence. A little over five months ago, Dana Strokovsky came on board as its global social media director, and as she worked across markets around the world, she realized a primary task for her was to make teams work and care beyond their silos. She discussed how different markets underneath the same brand can move differently, managing time between teams in different markets, social media strategies and more.
The machines are not going to take over. That’s the message from Jana Meron, vp of programmatic & data strategy at Business Insider, who spoke at the Digiday Programmatic Media Summit last month. As publishers completely embrace programmatic Meron talked about some important shifts an organization and team will have to make to let programmatic advertising change their world, as she shows with Business Insider's example.
In this episode, a session from the Digiday Video Anywhere Summit that we recently held in Laguna Beach, California. Digiday senior report Sahil Patel talks to Rob Gelick from CBS Interactive Entertainment about how CBS is adapting to the future of streaming.
At the Digiday Publishing Suummit Europe held in Berlin, Germany Digiday editor-in-chief Brian Morrissey speaks to Highsnobiety founder David Fischer on how the modern publisher also acts as an agency.
At the Digiday Publishing Summit Europe held in Berlin, Germany, New York Times' Francesca Donner talks to Digiday UK editor Jess Davies about how the Times is building back trust in the media through Times Insider, a product that takes readers behind the scenes on how stories were reported.
At the French publication Le Monde, a team of 12 people called Les Décodeurs tackles the problem of fake news by fact-checking, hoax-busting, investigations and data journalism. Alongside, of the many initiatives they took in this direction, the team also decided to collaborate on regulating fake news content with Facebook. Even as the collaboration has been helpful, Samuel Laurent, deputy editor of Les Décodeurs, vocied his concern at the Digiday Publishing Summit Europe in Berlin. “My main fear is that Facebook has a billion people. How can you regulate a billion people every day?”
Digiday co-executive editor speaks to Essence CEO Christian Juhl on how the global media agency went on to be valued at $3 billion dollar while remaining true to its brand. The session was held at the Digiday Agency Summit in Charleston, South Carolina.
Complex Network's evp of product and business development Scott Cherkin took the stage during the Digiday Publishing Summit held in Key Biscayne, Florida to talk to Digiday senior reporter Sahil Patel about why media companies can't just dip their toe in the water when it comes to video and how it requires a company-wide investment.
Founder and President of Axios Roy Schwartz took the stage at the Digiday Publishing Summit to talk with Digiday editor-in-chief Brian Morrissey about why Axios is more than Politico 2.0, the new trust era in journalism, and delaying the launch of Axios' pricey subscription offering.
Atlantic Media has a track record of a mixed revenue model with all its brands and publications. President of Atlantic Media Michael Finnegan joined us at the Digiday Publishing Summit held in Key Biscayne discussed the various models that Atlantic media uses to support itself, including display advertising that continues to be the linchpin of their business model. As the company widens its business model to accommodate a video strategy and international expansion, Finnegan dismissed the growth strategies of VC-funded media companies.
Having an in-house agency can make you rich. When IBM went in-house with their content marketing team, their senior content marketing lead Aviv Canaani said they saved over $1 million per year. At the Digiday Content Marketing Summit, held in Vail, Colorado, he has a clear answer when it comes to choosing between an ad agency or an in-house content marketing team. “Screw it, just go in-house. Once you create an in-house team, you’ll never look back."
At the Digiday Content Marketing Summit held in Vail, Colorado, Merriam-Webster's chief digital officer Lisa Schneider talks about how the dictionary brand modernized its online approach to produce real-time online content and regain relevance.
In January 2016, Reebok decided to put their editorial, PR and social media team together and call it "the newsroom." Since over one year of its formation, the newsroom ran many successful ad campaigns. At the Digiday Content Marketing Summit held in Vail, Colorado, the global head of editorial from Reebok’s Newsroom Blair Hammond revealed how the campaign was a big risk in real time marketing.
Since the launch of their app, Clique Media Group, also known as CMG, is doubling down on collecting data to make its customers' experience personalized and intuitive. Here is CMG's chief brand officer Sally Mueller's session from the Digiday Retail Summit, held last month in Napa, California, where she spoke on how content becomes viable commerce.
Programmatic advertising is a growing, and it's taking large parts of ad budgets. However, marketers are still facing some major challenges that they’re trying to solve, namely ad fraud and brand safety. Ana Villegas, Dell’s marketing director of North America commercial business, said programmatic has big benefits. Villegas joined us at the Digiday Programmatic Marketing Summit held in Scottsdale, Arizona to discuss how Dell navigates through ad fraud and other programmatic snafus.
IBM digital analyst Scott Zales and Neo@Ogilvy planning director Veronica Luik discuss how IBM’s algorithms can empower programmatic buying, why automation won’t take away jobs from the sector and instead provide focus to teams to work on strategy.
As the industry catches up to the evolution of technology and marketers adapt to programmatic, they have some things to keep in mind. Gary Milner, Lenovo’s director of global digital marketing, shared some insights on what marketers should consider, especially warning against using too many DSPs, at the Digiday Programmatic Marketing Summit in Scottsdale, Arizona.
As video grows bigger in the publishing and platform landscape, many are trying to figure out a monetization strategy for platforms. At the Digiday Video Anywhere Summit, Digiday editor-in-chief Brian Morrissey talked to Defy Media's CEO Matt Diamond about how to make platforms profitable.
As video grows bigger in the publishing and platform landscape, many are trying to plus commerce into video to eke out revenue. At the Digiday Video Anywhere Summit, senior reporter Sahil Patel talked to president of PopSugar, David Grant and founder and CEO of Mindbodygreen, Jason Wachob to discuss commerce strategies through video.
At the recent Digiday Video Anywhere Summit held in New Orleans, Louisiana, Digiday editor-in-chief spoke to Jaymee Mesler from The Player's Tribune on how the company set foot in a distinguished sport content space, and how they are ramping up on the video content.
L’Oréal Paris has heavily relied on celebrities in its marketing strategy. But recently, it’s added influencers to the mix to connect with consumers in the digital world and reinforce the message of the brand through diversity, a cause with which many brands are now aligning themselves. At the Digiday Brand Summit in Berlin, Adrien Koskas, L’Oréal Paris UK’s general manager, talked about the role influencers play in brand amplification and how L’Oréal works with them to reach out to women across age groups, regions and races to reinforce its brand message, “Because you’re worth it.”
In an industry that lacks transparency, getting hold of the right data to inform ad strategies and partnerships can be a challenge. In this episode from our programmatic summit held in Wicklow, Ireland, The Telegraph’s programmatic director Paul de la Nougerede talks about how the company is trying to build its programmatic ad operations while addressing this challenge.
Talent requirements, culture and structure of digital-only newsrooms are markedly different from traditional publishers. Axel Springer-owned digital media publisher Business Insider, is focused on ensuring it has the mix of skills sets and personalities in its business to maintain the speed of its growth. Julian Childs, Managing Director UK and Europe at Business Insider, joined us at Digiday’s Programmatic Summit in Wicklow, Ireland, to discuss the talent crunch in the industry.
The MailOnline, the digital side of The Daily Mail, has used Facebook’s header-bidding product for the past six months. While it is happy with the results so far, Lauren Dick, head of emerging platforms at MailOnline, says Facebook could extend the product across all platforms. Dick joined us at Digiday’s Programmatic Summit in Wicklow, Ireland, to discuss MailOnline’s experience so far with header bidding on Facebook and the challenges in its expansion in vertical video.
At the Digiday Brand Summit in Charleston, South Carolina, Matthew Fitzgerald, vice president of marketing at HelloFresh, talks about how to keep a startup mentality and how HelloFresh competes in the market.
At the Digiday Brand Summit in Charleston, South Carolina, Tough Mudder's SVP for brand and creative Jesse Bull talked about how tough Mudder develops its brand around passion points and the company's strategy in using social media platforms.
At the Digiday Brand Summit in Charleston, South Carolina, Morton Salt's director of communications & corporate brand strategy Denise Lauer talked about the company's efforts to make the brand relevant again.
Brands are quickly recognizing Amazon as a threat, and the luxury business is no different. Charlie Cole, the chief digital officer of Tumi, believes in taking every step with caution when it comes to Amazon. At the Digiday Brand Summit in Charleston, South Carolina, he talked with Digiday brands reporter Yuyu Chen about the future of modern branding and Amazon's threat to marketers.
Our latest publishing summit was held in Vail, Colorado. In the following episode, Dave Goldberg takes the stage. Dave is the Bleacher Report’s VP of revenue operations. He talked about the company’s strategy to create a stable revenue stream and why creating premium unique content is key.
In a political climate where trust in media has severely declined, USA Today Network's CRO Kevin Gentzel talks about how local journalism can help build scale and also strengthen public trust in media.
Rick Cordella, executive vice-president of digital media at NBC Sports, joined us at the Digiday Publishing Summit to talk about how the Rio Olympics went live, and some bold decisions that the team took towards this digital push.
Political news may be driving subscriptions and engagement for publishers in the Trump era, but advertisers remain skittish around buying space next to political news. But Jed Hartman, CRO of the Washington Post is confident that it's just a matter of time until brands find the right space for their messages. He joined Digiday’s senior editor, Lucia Moses, at the Digiday Publishing Summit in Vail, Colorado for a discussion on how to make the ad model work for everyone.
Our latest publishing summit was held in Vail, Colorado. In the following episode, CNN’s Chief Product Officer Alex Wellen talks about the company’s major push into the digital sphere over the last year and their platform strategy.
At the Digiday Agency Summit, we cut through the BS and got to some hard truths about the internet, programmatic, social and much more. In this session, Fred & Associates founder Jen Brady took the stage with Digiday’s brands reporter Tanya Dua to engage in some verbal jousting on today’s most pervasive media and marketing buzzwords like "Snapchat," "big data" and "live streaming." Brady makes a particular point about digital experiences, specifically on the internet: "Print is coming back in great strides because of experiences. We are not creating experiences on the internet anymore."
Many are doubting Snapchat as a media vehicle, but not Mashable CEO Pete Cashmore. He joined Digiday editor-in-chief Brian Morrissey for an on-stage discussion on the future of content on phones and focusing on a brand with a specific audience. Edited highlights below.
Publishers that leaned on the distributed model got burned last year, Smith pointed out. But those that were true to their brands -- and focused on what differentiates them -- will persevere. At the Digiday Publishing Summit in Vail, Colorado, Bloomberg Media’s CEO Justin Smith came equipped with a survival guide for publishers in 2017.
Transparency is at the top of every agency’s list of priorities. In this session from the Digiday Agency Summit in Nashville, Tennessee, Noble People CEO Greg March delivered some home truths on the topic.
Harris Diamond is in the process of reinvigorating McCann, a huge holding company. In this conversation at the Digiday Agency Summit in Nashville, Tennessee, he and Digiday managing editor Shareen Pathak had a controversy-stirring talk about where the agency business is going. Diamond is a distinct optimist, which led to some disagreements.
In a climate befogged by fake news and platform distribution, publishers everywhere are grappling with how to establish - or re-establish - direct connections with their readers. Fortunately, if your brand is strong enough, people will reward you. Or, as Robert Bridge, chief customer officer of Telegraph Media Group, says in this session, "The propensity for people to pay for media has definitely changed in recent years."
In January 2017, News Corporation executives gathered in New York City to discuss the state of the duopoly for media companies in North America. Dominic Carter, News UK’s chief commercial officer, joined us in Lisbon in February to discuss the power of these twin social platforms: "That threat is not going away," he says in this session, moderated by Digiday's UK editor Jess Davies.
It helps to get advice from the experts, and when it comes to digital advantages, BuzzFeed wrote the book. In this session, BuzzFeed France editor in chief Cécile Dehesdin offers up some insider advice on how publishers can make the most of their unique digital advantages. “We get advantages from being an online, social web company that other media such broadcast or print don’t necessarily have,” she says.
The Atlantic’s AtlanticLIVE events arm has dramatically changed the media company’s financial outlook. Steve Clemons, DC editor for The Atlantic, likens the events process to making journalism "3D" - "fantastic storytelling, fantastic journalism, supported by underwriters," he explains. In this conversation with Digiday editor in chief Brian Morrissey, Clemons discusses the impact of the U.S. election on news coverage and how events play a critical part of a successful business model.
The Wall Street Journal’s Japan bureau has a special edge over its local competition. With interest in American politics at an all-time high, the WSJ is in a unique position to give its Japanese readers the U.S. news, in Japanese, from a U.S. perspective: “There’s tremendous interest in news out of the U.S., and that is our strength,” the newspaper’s managing editor George Nishiyama told attendees at the Digiday Publishing Summit Japan in February 2017. In this conversation with Digiday editor in chief Brian Morrissey, Nishiyama explains how the publication differentiates in a very crowded Japanese market for business news by leaning on its U.S. point of view.
For The Economist, the election of Donald Trump has been good for its subscription business: “We saw our daily news subscription rate go up five times after [Donald Trump] was elected,” the media company’s president Paul Rossi told attendees at the Digiday Publishing Summit Japan in February 2017. In this conversation with Digiday editor in chief Brian Morrissey, Rossi explains the reason for tje “Trump bump” in subscriptions and why depending on advertising alone is a doomed path these days.
“Agencies can do the big stuff, but they struggle with the small stuff.” Kia’s head of marketing Dave Schoonover has some very strong thoughts on the agency/brand relationship. In this episode of Digiday Live from the Digiday Brand Summit, he speaks with Digiday managing editor Shareen Pathak about the future of the brand/agency relationship and why having multiple agencies of record is like having multiple spouses: It’s just not possible.
Working with external partners is a great way to extend a brand’s reach. Great-West Financial's head of marketing Nag Odekar shares what his team looks for when evaluating collaborative partners, and why some relationships work better than others.
“I don’t honestly believe in innovation teams. Every team should have innovation in it.” In this episode of Digiday Live recorded at the Digiday Brand Summit in Park City, Utah, Visa’s head of consumer marketing Gedioen Aloula talks about what the future holds for brand marketing. First on the list: a return to platforms with proven ROI.
“We’ve been doing it [programmatic] forever.” As one of the biggest advertisers in the US, Target has focused heavily on investing internally in programmatic over the last seven to eight years. In this episode of Digiday Live, Target’s vp of digital media and search Brent Rosso describes its strategy and resulting successes, plus a look at its new program, Target Guest Access.
As the go-between with publishers and brands, agencies carry a heavy load when it comes to media buying. They answer to stakeholders who demand low CPMs, traffic and results. In this episode of Digiday Live, Razorfish’s senior media director Amy Manus shares how the agency manages this complicated process.
“If you haven’t gotten around to fixing something yet, bringing something in-house is not that fix.” So says Gosha Khuchua, Ticketmaster’s senior director of digital and programmatic media, on this episode of Digiday Live, recorded at the Digiday Programmatic Summit. The decision to take programmatic in-house involves the initial cost of investment with the benefits of gaining control and transparency in media buying. In this episode, Khuchua shares what online purchasing platform Ticketmaster has learned about itself when it took on the task of moving programmatic inside the organization.
When you’re a brand, working with agency and publisher partners can get complicated. There are often things left unsaid, details omitted and procedures skipped. In this episode of Digiday Live, Lenovo’s global digital marketing director Gary Milner shares some stories from the programmatic front lines: “Be relentless in the pursuit of excellence.”
USA Today Network was one of the pioneers of bringing advertising and virtual reality together, and has built a branded content studio dedicated to doing just that. In this episode of Digiday Live, Gannett’s vp of branded content Kelly Andresen explains how the new technology has become a valuable tool for branded content creation -- even if its editorial value isn't clear yet.
The Viacom Lab was launched in May 2016 to experiment with new technologies and develop new content formats for Viacom and its media brands. (Think Comedy Central, Nickelodeon and Paramount Pictures.) It plans to triple in size by the end of 2016. In this episode of Digiday Live from the Digiday Video Anywhere Summit, the Lab's evp of marketing strategy and engagement Ross Martin talked about how the Lab is helping Viacom grow viewer engagement across screens and platforms -- and isn’t just a press release.
Up until recently, video destination Fullscreen was known as a YouTube multi-channel network, working with video creators to sell advertising and make money on the world’s biggest video platform. But as Fullscreen president Ezra Cooperstein says in this episode of Digiday Live from the Digiday Video Summit, "It’s really hard to build a business just on YouTube." Now, Fullscreen is trying to become a consumer-facing brand with an ad-free subscription streaming service and original and licensed content geared toward younger viewers. Hear how the strategy is working for them and how they’re working to get their audience to pay for content.
In this episode of Digiday Live from the Digiday Video Summit, legendary sports anchor Scott Van Pelt and Rob King, svp of SportsCenter, share how SportsCenter grew into one of the biggest sports brands in media. From delivering news, information, highlights and entertainment across all media platforms to how SportsCenter video is created and distributed to various platforms -- listen to how this evolution has changed the way publishers think about show production and talent roles.
"We invest in others' ideas, not our own," says Bullish founder Mike Duda. Instead of creating, for example, ten print ads for a client, Bullish adopts a VC mindset. It advises and invests in its clients (think Harry's Razors and Peloton bikes) and is compensated on a pay-for-performance model -- and takes the financial hits when it doesn't perform.
"Big data is like teenage sex. Everybody says they're doing it, but they're not." In this rapid-fire session of Pardon the Interruption at the Digiday Agency Summit, Doner's svp of social engagement Marcus Collins sounds off on industry buzzwords that have clouded agencies' abilities to deliver good work and do right by their clients.
Before she arrived in Phoenix for the Digiday Agency Summit, DDB North America CEO Wendy Clark was going to talk about the big picture of the agency world. But when she took the stage, she changed tack, and instead spoke passionately about the importance of people and leadership when it comes to creating work that people love. "The only way to do amazing, incredible work is to realize we're better together."
Agencies are expected to do more with the same or fewer resources. GroupM's chief innovation officer Cary Tilds speaks about how people and processes can help agencies execute on innovative strategies despite these restrictions.
Technology lets the New York Times create products powered by its journalism. "While we need to continue to focus on the news, we need to reposition how we think about what we're doing for our customer, because there are other needs that we can serve," said David Perpich, svp of product for the New York Times. So instead of thinking of itself as simply a news destination supported by advertising, the Times has begun to shift to a new mindset of being an ecosystem that serve other reader interests, like cooking and television.
Melissa Bell, publisher of Vox, spoke about the challenges of negotiating a lightning-fast news cycle at the Digiday Publishing Summit. In order to stay ahead of the game, Vox established platform-specific centralized studios that work across the media brands to learn new platforms and what works for each one. And it's found success in looking at what other publishers are doing: "We ruthlessly steal from other people," said Bell.
For millennial-focused publisher Mic, platforms are the future. The media company’s chief strategy officer Cory Haik took the stage at the Digiday Publishing Summit in Key Biscayne to share Mic’s multi-platform approach to storytelling. Instagram has been a particular area of growth because of its strong micro-communities of social justice-minded individuals and their followings.
In December 2015, Forbes took an aggressive approach to its ad-blocking visitors. In this episode of Digiday Live, recorded last week at the Digiday Publishing Summit in Key Biscayne, Florida, Forbes Media CRO Mark Howard describes the four-stage process that Forbes undertook to better understand its ad-blocking readers, and ultimately reach its sales goals.
The way brands organize for content can vary dramatically. BJ Carretta, vp of digital brand marketing at Fender Instruments, and Nariman Noursalehi, director of SEO at Overstock.com, compared and contrasted how their companies organize for content in the latest episode of Digiday Live, recorded onstage at the Digiday Content Marketing Summit.
It's a truth as old as the hills: people hate talking about money. In this episode of Digiday Live recorded at the Digiday Content Marketing Summit, Lani Hayward, evp of creative strategies for Umpqua Bank, shared how her team started a conversation about money in a format that hasn't caught on for most brands yet: the podcast.
In 2013, Coca-Cola made a huge content marketing gamble. It replaced the content on its corporate website with "Journey," an online magazine telling brand stories in Coca-Cola's positive brand. Three years later, the website boasts 5 to 6 million views per month - but that's not the site's key indicator of success. Doug Busk, the brand's global group director for digital communications and social media, shares what Coca-Cola has learned by thinking like a publisher.
Quartz aims to be the digital publication of choice for global business professionals. That means creating a premium experience around both content and advertising. Instead of using standard banner ads, Quartz’s publisher Jay Lauf wants to marry the aesthetic of magazine advertising with the data tracking capabilities of digital. The hope is that higher-quality advertising gives readers a better experience and helps marketers break through the clutter.
As the popularity of different platforms shifts across markets, Bloomberg managing director of international Parry Ravindranathan focuses on the two or three that provide the most value. However, even the broadest distribution has little value without monetization. Ravindranathan discusses the challenges of social media, ad blocking and more.
For the FT, building a global media brand means understanding its audience and moving with the trends. The company has shifted to digital, using the data it gets from subscribers to better target advertising. Sacha Bunatyan and Hiroko Hoshino discuss the FT’s digital strategy and acquisition by Nikkei.
Online rental service Rent the Runway's senior vice president of brand strategy, David Page, and Melissa Barnes, the company’s senior director of brand strategy, discuss the journey of building an in-store presence after creating a defined brand and having a strong handle on its customer base through its original online store.
When Forbes introduced its contributor model, there was skepticism around giving outside writers direct access to publishing. Now the company is spreading this model across the world. Managing director of international Alan Griffin explains the benefits of outsourcing content creation, both to revenue and editorial quality.
Mo Mullen joined West Elm two years ago to start West Elm Local, a program that scouts local artisans and businesses in order to sell their products in West Elm stores. The venture has since scaled from two stores to 70.
With over 100 brands worldwide, Time has been aggressively expanding its digital offerings. For this legacy publisher - one of the largest in the world - that means shifting focus to scale while maintaining the quality it's known for. Time aims to create loyal audiences across its properties by providing valuable content focused on specific interests. The company's svp of international strategy John Marcom is on the podcast.
Lane Bryant's recent campaigns are all about encouraging their customers to embrace their bodies. Even for a plus-size retailer, it's a sensitive subject field to be playing in. In order to avoid exploiting women's insecurities while selling clothing, Beitler has a simple answer: be transparent.
Miki Agrawal is the founder of Thinx, the first period-proof panty that, the company hopes, could have the power to tackle taboos around menstruation. In this session, Agrawal discusses how she chooses her teammates, how a good product can change minds, and how those controversial subway ads came to be.