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Posts Tagged ‘digital advertising’

Native Advertising is Not the Future

The Online Publisher’s Association released a study on native advertising this week that pretty much validates everything we (or I, at least) thought about native campaigns  for news publications these days.

1) Native Advertising is Not the Future

OPA President Pam Horan spoke with me over the phone and says that what the study really surfaced is that native advertising “is really an outgrowth of the custom and integrated marketing that OPA publishers have been leveraging for years.” The thing is that now marketers are coming to publishers, the experts in content creation, for the “skills, content assets, infrastructure that are necessary to create effective native solutions.”

Based on their survey of publishers, the study reveals that native solutions aren’t for every publication, or for every campaign. “There’s a place for it, but I don’t think we’re moving away from banner advertising…publishers know their audiences better than anyone and they know what’s going to drive engagement.” Horan says.

Lesson: If you’re publication is going native — you probably need a really good team in the newsroom to help create and oversee the process.

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Will Write for Food: The Digital Freelance Journalist Dilemma

I am exhausted from following the explosion of opinion about how much freelance journalists should be paid after writer Nate Thayer took on The Atlantic for offering to publish his work, for free.

It used to be that freelance meant you were a free-agent. Now, it just means you work for free, or scraps.

I understand Thayer’s anger, and I’m glad he started the conversation. And as much as I respect (want to be?!) Matt Yglesias or Alexis Madrigal and hear them on the fact that there is no easy solution to pay smart writers and writers have to write and gosh, darn, they never did really make any money anyway– hearing them talk about why I should write for free makes me envision doing very mean things to them. Because they’re in. And they’re not even trying to tell us — digital natives who aren’t entirely shocked by the fact that we can’t make a decent living, yet still hopeful — that it gets better. What they’re saying is “write for free and maybe you’ll be able to make your own brand someday, but we sure as hell can’t pay you for it. We definitely can not even hire you for menial writing labor.”

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Why Studying Journalism Is Still a Good Idea

News of the death of newspapers never stops. A LinkedIn analytics post showed that newspapers are the fastest shrinking industry in terms of job numbers. The Newspaper Association of America released statistics that showed ad sales were down 7.3 percent in 2011. On his blog, Alan D. Mutter added some more dismal facts—the last time ad sales were this low was 1984, and the combined ad sales of all U.S. newspapers equal only two-thirds of that of Google. Though digital advertising increased 6.8 percent, it still failed to make up the 9.2 percent loss of print.

And so, Robert Niles at the Online Journalism Review asked a pertinent question, “Is any university in America still admitting students as print journalism majors?” Read more

4 Ways Digital Advertising Can Better Serve the News

According to a report by Pew Research Center released on Monday, digital advertising is on track to overtake all other platforms by 2016. Though there has been little success in trying to get traditional advertisers to move online, the focus should not be on transferring the models of legacy media advertising to the digital world, but rather using new media to develop better models. This is already happening with advertising exchanges that offer an alternative to advertising networks, the largest of which are owned by Google, Yahoo and Microsoft. Of course, the tech savvy companies are at an advantage here—developing new models is easier than switching from the old to new. Nonetheless, how can digital advertising better serve the news?
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