Three Words For 2013: Socially-Optimized Microcontent

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Looking into the crystal ball is a practice best reserved for characters in fairy tales. Unless it’s your business to gaze ahead, which of course it is. Deep Focus, for one, isn’t afraid to see things. Here’s some of what the Ian Schaefer-run agency sees happening in 2013: Social platforms will become the primary digital […]

Make Useful Advertising, Make Yourself And Your Clients A Lot of Money

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Journalist, turned blogging supernova, Andrew Sullivan announced this week that he will pursue a subscription-based revenue model and forgo advertising and venture capital support. We want to create a place where readers – and readers alone – sustain the site. No bigger media companies will be subsidizing us; no venture capital will be sought to […]

Made Good Money, Five Dollars A Day, Made Anymore And I’d Move Away

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I am a fan of Maria Popova’s. Chances are good you are too, as her site, Brain Pickings, gets more than one million visits a month. I like how Popova combs through offline materials to find things to feature online. It’s such a simple, yet effective, strategy. I am also interested in her reasons for […]

Despite Rumors To The Contrary, Print Still In Play

Given that Newsweek plans to stop printing its magazine by year end, and rely on digital distribution to carry the load, one might be tempted to surmise that the sky is falling on print. But from the look of things, the sky is in the same place it was last time we checked. According to […]

In Cambridge, Strands of MIT DNA Are Woven Into Media’s Bright Future

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Media isn’t a science, but at MIT it kind of is. Ergo, it makes perfect sense for The Boston Globe to work closely with MIT’s Center for Civic Media to create “experimental ideas” that play out on the Globe‚Äôs websites, Boston.com and BostonGlobe.com. The hope is that this initiative with MIT will explore new ways […]

From Client Service To Serving Readers What They Want

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I don’t pay much attention to personnel moves in the communications industry, despite the number of press releases I receive on the subject. Of course, if I know the person moving jobs then I am interested. And when the move is from ad agency leadership to CEO of a well known media company, then there’s […]

Do You Point, Shoot And Edit On The Fly?

Content marketing, and online video in particular, is the well we return to again and again. Because it’s an exciting new opportunity for brands, and for the storytellers they hire to weave their brand-sponsored narratives. Increasingly, brands are bypassing the agency option altogether, and going directly to production companies or media companies for content solutions. […]

Will Digital Fatigue Keep You From Investing In YAP?

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You are tired. Very tired. It’s okay, you’re not alone. The constant hum of someone else’s digital success grows tiresome, as does the view (from behind the rope) of the money geysers of Silicon Valley, Alley, Prairie and Forest, etc. That’s why men and women or reason–sometimes found toiling away in editorial offices–come up with […]

Quick, Name Five YouTube Sensations. If You Failed To Do So, You Might Welcome YouTube’s Help.

“Hey, we need a ‘YouTube sensation’ for this concept to really fly.” If you’re a producer, and you just heard those words from the creative director’s mouth, what do you do? Where do you go? The YouTubes is a rather large place to look for a sensation. According to Ad Age, YouTube feels advertisers’ pain, […]

Lots of Small, But Interested Audiences. What’s A Brand To Do?

With both YouTube and Hulu investing large sums in original serial content, there’s a sizable opportunity for brand integration, brand-sponsored content and an opportunity for content companies to be born and built. In Los Angeles today, the production community is well aware of the potential in video, but it’s not like the hits are rolling […]