The direct pay-for-play broadcast model of advertising does not work like it used to. One of the most apparent reasons being the use of ad blockers.
Influencer marketing has established itself as an alternative means of indirect brand promotion.
Asking influencers to promote your wares has its obvious advantages. It’s a more subtle means of manipulating potential customers to part with their money.
According to data published in a report by Brandchannel, influencer marketing should have the overall brand advocacy at its foremost goal. 94 per cent of respondents named this as the top goal of influencer marketing. Second most important goal is the expansion of general brand awareness.
Download the chart here.
How this magazine re-engineered itself to the point of becoming a global licensing play
In this exclusive video interview for FIPP, Ilkka O. Lavas, publisher and senior partner for Finnish publishing house City Digital OY, explains the process involved in transitioning a lagging legacy print brand into a thriving digital publication, and going beyond to create an international software licensing solution.
19th Apr 2017
Inside view: the battle for top talent across media, tech and other sectors
With a battle for top talent between media and other sectors there are still a number of factors making media companies a magnet for talent. However, at the same time, a worrying aspect is that some skills often most desired in leaders are regularly also cited as most lacking in the industry’s collective leadership.
18th Apr 2017
Only four months old, Gentner's new vertical pureplay powers towards initial targets
Launched in October 2016, haustec.de is a special interest title with a well-defined target audience, setting out to become the online portal for the building and façade technology industries in Germany. Here, we look at how this ambitious digital pure-play has been launched and implemented by a previously print-dominated publisher.
17th Apr 2017
Tech CEO to publishers: ‘Don’t underestimate the value of your brands, content’
The rise of LinkedIn has had a major impact on the jobs advertising market, but there are lessons from the response of publishers to this disruption that can be applied to other areas of business – in particular when it comes to the importance of brand and quality of journalism.
19th Apr 2017
Why and how Schibsted innovated by launching new magazines
International media group Schibsted started in newspapers two centuries ago. Now, it’s evolved into many different forms of media and into many more countries. Andreas Finborud, publishing director, shares some of the story of how the business has evolved, with particular emphasis on how they are innovating with magazine media of late…
25th Apr 2017