The number of 15-second television commercials has jumped more than 70 percent in five years to nearly 5.5 million last year, according to Nielsen. They made up 34 percent of all national ads on the air last year, up from 29 percent in 2005. "It becomes a very seductive thing to get your message out there at half the cost," says Mike Sheldon, CEO of advertising agency Deutsch LA, a unit of Interpublic Group. Plus, …
Pertinent Info At Premium Prices
Early next year Politico will begin a subscription news service focused on health care, energy and technology. The idea behind the service is to provide coverage at the microlevel of what Congress, federal agencies and trade associations are doing. Plans call for Politico Pro eventually to cover the military industry, financial services and transportation. Subscriptions for Congressional offices will start at …
You Can Work Around The Rules, But You Still Have To Sell Sponsors On The Idea
Last night I made a post about how scale is all in the online publishing business. This morning there's another, polar opposite point of view to consider thanks to David Carr at The New York Times. If you were going to assemble a business plan for a Web site, you would look closely at everything The Awl did and then head in precisely the opposite direction. Carr points to the funny name, the site's topical drift …
Digital Is Great For Targeting A Niche, But That Niche Needs To Be Sufficiently Large And You Have To “Own It” To Make Money
Poynter Online is running an interesting interview with Rafat Ali, who built and eventually sold paidContent to Guardian Media Group in 2008. Ali says he's bullish on the news business because of the obvious need for scale, and the fact that only a couple of star properties ever achieve the kind of scale necessary to fund a successful media enterprise. For any vertical, B2B or consumer, we have learned [that] for …
Magazines Are Busy Remaking Themselves, So Too Is Their Official Champion
The trade association known as Magazine Publishers of America is no more. The group is now called MPA - The Association of Magazine Media, in effort to better convey that magazine content engages consumers across multiple platforms, including websites, tablets, smartphones, books, live events and more. MPA, has a new name (if you can call an acronym a name), a new logo and lots of freshly baked YouTube videos to …
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Paying Customers Right This Way, Freeloaders Around Back
The Boston Globe will launch a paid subscription site, BostonGlobe.com, in the second half of 2011 but Boston.com will remain free, to better serve a wide array of consumers and advertisers as part of a two-brand strategy. BostonGlobe.com will be a new subscription site that contains all news and feature stories, commentary, analysis, photographs and graphics published in the daily and Sunday newspaper. "Our …
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Brands Are Well Positioned To Offer Valuable Content, But Will They?
Six in ten U.S. Internet users will be reading blogs by 2014. Yet, Read Write Web wonders if the people reading blogs today bother to make the distinction. What, after all, is a blog? To further muddy the editorial waters, Forbes is now offering to create blogs for brands. Ad Age reports: The pitch is this: We'll sell you a blog, and your content will live alongside that of Forbes' journalists and bloggers. This …
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He’ll Never Expire, But Old Man Advertising Is Getting Smaller
Jack Meyers charges between $1200 and $48,000 for corporate subscriptions to his newsletters Jack Myers Media Business Reports and Jack Myers Advertising and Marketing Spending Forecasts, but he's giving us a glimpse of what he offers for free on The Huffington Post. Between 2007 and 2012, advertising's slice of the total marketing pie is forecast to decline from 30.7% to 25.9%. That represents more than $100 …
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