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Posts Tagged ‘Caroline Miller’

MPA: Magazine Ads Are More Effective At Driving Consumer Action Than Online, TV

magazines stack.jpgAt last week’s Dessert and Discourse event, Caroline Miller called print ads a “big con” because it’s impossible to tell if they have any affect on consumers’ decisions. Meanwhile, online advertisements can provide up-to-the-minute data about who is clicking through and buying products. Yet online ads will never cost as much as advertisements in magazines.

Today, the Magazine Publishers of America gave us another reason why magazine ads are so expensive: according to research, they are actually more effective than television and online ads in driving consumer action.

Citing a report from research firm Dynamic Logic, the MPA said that magazines were the most cost-effective advertising medium in terms of two measures of return on investment: people impacted per dollar spent and the cost per person.

“Time and time again, independent research has shown that without magazines, advertisers’ media plans would not have been as effective or cost efficient,” said Ellen Oppenheim, the MPA’s executive vice president and chief marketing officer.

However, no matter how effective magazine advertising may be, it’s still suffered greatly in the last few months — ad revenue dropped 26.6 percent in the third quarter of this year alone, compared to the year before. Although this new report provides some hope that magazine advertisements can still provide the return on investment that marketers crave, who knows if they will have the money to spend on this expensive ads.

Read the full report here.

Related: Magazine Advertising Down In The Third Quarter

(Photo via flickr)

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Party Photos: Monday’s Mediabistro Women’s Magazine Editors Panel

dessert panel.jpg

From left: Hearst‘s Nicole Stagg, Jennifer Salant of Glam Media, Newser.com‘s Caroline Miller, Caroline Little CEO North America of Guardian News & Media, Lonny founder Michelle Adams and comedienne Sara Benincasa

Monday night Mediabistro.com hosted Dessert & Discourse, a panel and discussion for women’s magazine editors.

While panelists and attendees talked about the digital future of the magazine industry, our photographer clicked away. Now you can see all the photos here.

VIDEO: Women’s Magazine Editors Lead The New Media Movement

Learning To Take A Risk: Mag Editors Meet To Discuss The Move From Print To Digital

dessert.jpgThe move from print to digital publications was the topic of the moment at mediabistro.com’s annual event for women’s magazine editors last night at ilili. (But really, isn’t it the topic of the moment at every media event these days?)

On hand to discuss were some female leaders in the digital field: Michelle Adams, the founder of new online shelter magazine Lonny; Caroline Little, former CEO of The Washington Post Co.’s digital side and current CEO of North America for Guardian News & Media; Newser co-founder and editor-in-chief Caroline Miller; Glam Media’s Jennifer Salant and founding editor of Hearst‘s Delish.com and RealBeauty.com, Nicole Stagg. We also ran into lots of online editors like Betsy Fast from InStyle.com and Julie Hochheiser from Seventeen.com (now senior Web editor of Hearst‘s Teen Network) and we shared a table with Folio Associate Editor Vanessa Voltolina, WWD Senior Accessories Editor Roxanne Robinson-Escriout, BusinessWeek.com Community Editor Diane Brady and Barbara Brody and Annemarie Conte from Woman’s Day.

Over dessert and coffee, moderator Sara Benincasa steered the conversation on topics about the changing face of content in the digital space, monetizing content like video and some of the challenges facing an industry that needs to change the way it thinks in order to survive.

Here are some highlights from last night’s discussion:

When asked what metrics are most important to them, all of the panelists said they were concerned with “engagement.”

“I usually look at page views or time spent on the site, although when looking at page views I’ll focus on how much content each person is reading,” Stagg said. “We want to deliver impressions.”

“The fantastic number of numbers are overwhelming,” Miller added. “It’s terrifying that you know way to much about what people are doing. With print magazines, you know so little. Online, you know so much it can be debilitating.”

Later, Miller called print advertising “a big con” because you can’t tell if anyone is actually noticing it and basing decisions on it, yet print advertising is much more expensive for marketers to buy than digital ads, which can provide real time metrics.

Panelists were also asked if they would ever consider setting up a paywall or subscriber-based model for their sites. The answer: a resounding no.

Little said paywalls are “bad news for news.” However, she thought up one example where paying for content would attract readers. “If I needed to read about one topic and every day I searched through several news sources for information about this topic and instead it could be delivered in a quick and easy way, I would be willing to pay for that. Because it would save me time,” she said.

The panelists also agreed they would prefer provocative content that generated comments, even if it was only provocative in order to draw commenters. “The commenters are often as interesting as the content,” Miller said.

Read more

Women’s Mag Editors Meet To Discuss Launching Online Publications

mb mag editors.jpgOn Monday, mediabistro.com is holding its annual event for senior level women’s magazine and online editors. Every year the invite-only event brings together women working in the industry to swap stories and compare experiences. Its panels have previously featured editors in chief like Janice Min and Cindi Leive.

But this year, due to the significant changes that have occurred in the past year in the media and magazine worlds, the event is welcoming high profile editors who have left print publications to launch online publications — with a few representing this growing group by speaking on a panel at the event.

The event, which will include a networking cocktail hour with the panel held afterward over dessert, will feature panelists Caroline Little, the CEO of Guardian North America; Caroline Miller, the co-founder and editor-in-chief of Newser; Nicole Stagg, founding editor of Hearst‘s new beauty focused Web site RealBeauty.com; Jennifer Salant, VP of business development at Glam Media and Michelle Adams, a former editor at the now-defunct Domino who recently launched online shelter and lifestyle magazine, Lonny.

The whole event will be emceed by comedienne Sara Benincasa, who gained national notorteity last year thanks to her Sarah Palin impersonations. Benincasa will keep panelists on track with discussions about current projects, the challenges of online content, the benefits of leading an online pub, incorporating multimedia and what all of these new digital publications mean for print editors’ futures.

Attendees will also be encouraged to discuss pressing topics with tablemates, thanks to discussion topics provided at each table. “It’s something we do every year and everyone really likes it,” explained Carmen Scheidel, director of education, events and multimedia content at Mediabistro, who planned the event. “It’s like an ice breaker that’s not corny.”

Between the cocktails, dessert and free-flowing discussion, it sounds like everyone has lots of fun at these events, year after year. Don’t believe us? Check out some pictures from last year.

Although the event is closed to the public, it’s not to late for you to grab a seat. Senior level magazine or online editors can email mediabistro’s events department for ticket information.