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Posts Tagged ‘adweek’

Users Still Like to Copy and Paste When Sharing Content

If you’re in a news organization, and you have a hand in any discussions about social media strategy, I can almost guarantee that you’ve chatted about share tools. Regardless of whether you’ve discussed the type of share tool package you’re using or where the buttons reside on a page, the discussion has happened.

According to an Adweek story, which shared information from Tynt—a company that tracks copy and paste content from roughly 600,000 publishers’ sites and reviews 30 billion data points each month—users are still very fond of using the old-fashioned Ctrl-C  and Ctrl-V keyboard shortcuts when sharing content.

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Are ‘Lean-Back’ Apps the Way to Go?

Roy Greenslade at The Guardian recently conducted an interview with Andrew Rashbass, the “chief suit” of The Economist. As the chief executive, Rashbass’ commercial story “turns out to be more of a digital story,” even with their impressive print circulation numbers.

Rashbass draws a distinction between the “lean-back, immersive, ritual pleasure” that comes from reading The Economist in print, to the “lean-forward, interactive” way that people use the website. He was previously in charge of The Economist’s website, and its own research found that readers were eager to build a community and have discussions on the web. Read more

Wired Experiments With Conversational Media Advertising

Taking a cue from media properties like The Awl and Gawker, Wired has taken its first official foray into conversational media advertising with Cloudline, a blog sponsored by IBM. If you’re unfamiliar with conversational media, it’s a technique employed by advertising companies that seeks to mix brand messages more seamlessly into a blog’s content: think Sponsored Posts instead of typical sidebar ads.

But blogs like Cloudline take this idea a step further–instead of creating dedicated Sponsored Posts to run on a regular blog, Cloudline is a sponsored property in itself, with a logo reading “Wired Cloudline: Sponsored by IBM.” This means that independent posts by editor Jon Stokes mingle with posts by IBM employees, like Nick Coleman, a Global Cloud Security Leader at IBM. The posts are differentiated by an “IBM” tag appended to IBM-penned posts.

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