Michael Bloomberg picked BusinessWeek up for a song in 2009, but old trade mags appear to hold their value better than that. According to Los Angeles Times, a buyer may need to pay ten times what Bloomberg paid for Variety. Dutch and British conglomerate Reed Elsevier, which acquired the weekly and its Daily Variety newspaper 25 years ago, announced Friday that it was seeking a buyer for the 107-year-old …
Brands Who Are Also Publishers Also Publish Ads
Every company is a media company. You hear this line from me all the time, typically as an argument for content marketing. What I don't often discus is how brands can also profit by running ads (often from competitors) on their brand-sponsored media properties, like Target does at Target.com. Newsosaur Alan D. Mutter, writing in Editor & Publisher, notes that most of the ads on the Target.com are related to …
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Even As All Screens Become Social, TV Will Continue To Be “The Fire” We Gather ‘Round
When I was in Boston last October for Geekend/DMA2011, I had a memorable lunch with Baba Shetty of Hill Holiday. At one point, we chatted about how the agency might raise its profile as a content marketing resource, without doing the cheesy promotional thing. I said hold a conference on the topic. Shetty said yes, we're on that. Indeed. Yesterday at Boston's Institute of Contemporary Arts, Hill Holliday hosted TV …
Time To Pay The Paper Boy
News, particularly when it is local and thus not widely available, has marketplace value. Gannett, the nation’s largest newspaper publisher, is planning to mine that value by moving all of its 80 community newspapers doing business online to a paid model by the end of the year. Acccording to PaidContent, The New York Times and Forbes, the company expects this new online subscription model to contribute an …
Downton Abbey And Many Other Programs Are Free With A Strong Antenna
Cable TV is an unaffordable expense for many American households. For others, cable is simply not the place to invest one's money or time. Benefitting from the both the cord cutting Gen Y crowd and the budget constrained "working poor" is Antennas Direct, a St. Louis company that expects to double last year's sales of about 600,000 antennas, according to The Wall Street Journal. The company's antennas cost …
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Are You Ready To “Attack and Disrupt” Your Company And All That Is Sacred?
I have a weakness for certain industries. The hotel industry, for instance. It's the stuff novels are made of. Also media companies, I have a weakness for those too. So, if you'll indulge me, let's take a look at the success story now underway at The Atlantic. Adweek and The New York Times both put reporters on this venerable media brand's turnaround. It is a good story. David G. Bradley, having profited …
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Lots Of Weak, Recycled Spots That Don’t Lead Anybody Anywhere
The other day, Gary Vaynerchuk predicted that Super Bowl advertisers would extend the story told in their Super Bowl ads to online venues, and that these extensions would have us talking on Monday morning. Didn't happen (except in a few rare exceptions). In fact, if you look at the Toyota Camry spot, to name just one, it ends with the point that all Camry drivers have stories to tell. Yet, there's no pointer for …
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Running The Numbers On Type-Invertising
Young-Bean Song, founder of AnalyticsDNA, a Seattle-based strategy and analytics research consultancy, believes "online marketers are not looking for incremental improvement. Instead they are looking for quantum leaps in awareness, message association, favorability and intent." Song contends online marketers can find what they're seeking in something called “type-in” advertising, which is a branded version of …
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