82 Marketing Trends found for Media / Print


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Yahoo Ogles Premium UK Media

Trend Summary: Yahoo strikes global content partnership deals with premium UK media.



California headquartered US multinational technology company Yahoo has struck a content partnership deal with leading British newspaper brands The Telegraph, The Guardian, The Independent, the Evening Standard and ...

[Estimated timeframe:Q1 2017]

... Hearst UK.

The multinational mega deal will enable the publishers to distribute selected content via Yahoo's sites and mobile apps across five nations: the UK, USA, Canada, India and Singapore.

According to Comscore Inc, a cross-platform measurement company that measures audiences, brands and consumer behavior worldwide, Yahoo's content is read across multiple devices by 206 million people in the USA, 22 million people in Canada and 29 million people in the UK.

The figures for India and Singapore, however, relate only to desktop viewing and their readership  is 29 million and 3 million respectively.

The deal enables publishers to gain a share in the revenues gleaned from advertising that are run alongside each article.

Says Yahoo's Greg Miall, director of global partnerships: "This deal is about giving these publishers access to a much wider audience than their content currently gets."  

Read the original unabridged CampaignLive.co.uk article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: CampaignLiveco.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=7101

Time Inc Embraces New Approach To Selling Ad Space

Trend Summary: Time Inc. is embracing a category-focused, more streamlined approach to selling advertising to agencies and clients.


As a self-styled "digital-first company," Time Inc is attempting to keep pace with tech giants like Google, Facebook and Comcast, in addition to fellow magazine publishers like ...

[Estimated timeframe:Q3 2016]

... Hearst and Condé Nast.

According to Mark Ellis, president and COO of sales and marketing at Time Inc, the competition has changed. Says Ellis of powerhouses such as Facebook and Google: "I wouldn't say we copied them ... but it is a similar approach."

Comparing Time Inc's old, more brand-focused approach to the new strategy Ellis admits: "It was confusing, it was redundant, but now we're operating one-stop shopping."

Looking forward, Ellis projects that 60% of sales business will be covered by the category sales structure and 40% from brand sales, with digital spread across both.

However, while Time Inc is positioning the move toward a category-focused approach as "forward-looking," the company's success probably still rests on the power of the magazine brands that comprise it.

Summarises Samir Husni, director of the Magazine Innovation Center at the University of Mississippi's school of journalism: "I truly believe that advertisers and sales folks are still in the business of selling and buying name brands. "Beauty means nothing unless there are beauty magazines, and politics means nothing unless there is a Time magazine."

Read the original unabridged AdAge,com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6960

New Technologies Boost Local And Regional Newspapers

Trend Summary: New technologies and revenue sources provide hope for local and regional newspapers.


Overall confidence in the sustainability of the US local and regional newspaper industry has remained virtually static since last year, despite which 33% of American publishers believe that ...

[Estimated timeframe:Q3 2016]

... the industry is getting healthier.

Their new found confidence is probably based on new technologies, new ways of thinking about their business model and the new sources of revenue available thanks to digital and social products and services.

According to Gregory J Osberg, founder/ceo of Revlyst, a company specialising in client acquisition for early stage startups: "The main benefit that newspaper content provides is a high level of journalistic integrity, credibility and quality.

"Consumers are tired of clickbait content, seeking instead more locally-focused stories. Only newspapers have the resources and editorial knowledge to provide that level of local content.”

Revlyst reports that a massive majority (87%) of publisher respondents rank print ads and classifieds as "very important" to revenue generation.

Subscriptions and websites were ranked as second and third in importance, with 74% and 64%, stating the websites to be "very important" to revenue generation.

Conversely, respondents ranked video as the least important to revenue, with 60% stating it was not important.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6955

Adland Slammed by Mothers Union for Commercialisation of Childhood

Trend Summary: In what might prove a serious blow to the UK's ad industry, Mothers' Union has publicly condemned the commercialisation of childhood.


Earlier this week the UK branch of Mothers’ Union asked members of the General Synod of The Church of England to heed concerns voiced by parents about the impact of advertising and commercialism on children and the consequent ...

[Estimated timeframe:Q3 2015 onward]

... well-being of the family.

In a debate chaired by the Rt Revd David Thomson, Bishop of Huntingdon, Mothers’ Union [MU] raised awareness of their Bye Buy Childhood campaign and called upon the Lords Spiritual to raise in Parliament the recommendations drafted by MU based on its recent research.

According to Rachel Aston, Social Policy Manager at MU: “Despite significant progress since our original research in 2010, we know that only 50% of parents feel equipped to manage the significant influence of advertising and the commercial world on their family."

"We want to ensure that parents are empowered to manage the impact of commercialisation, and that government continues to ensure that regulation is working and that industry follows the spirit, as well as the letter of the law when marketing and selling to children.”

Ian Barber, Director of Communications for the Advertising Association, represented the ad industry at the event. He assured those present: “When it comes to children’s well-being, everybody must be ready to play their part.

"The Mother’s Union has inspired a positive debate in our sector and UK advertising is committed to ensuring that marketing to children continues to be responsible and appropriate. Industry initiatives like Media Smart, created to help teachers and parents talk to children about advertising, are a great example of how we can make a real difference.”

Read the original unabridged AnglicanNews.org article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AnglicanNews.org
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6674

The Rise and Rise of Content Marketing

Trend Summary: So-called 'content marketing' continues to grow steadily across the globe, notably among millennial and Gen-X consumers.


PQ Medianomics [PQM hereon], a US-domiciled specialist in global media econometrics and research into emerging media, reports that content marketing revenues worldwide grew 14.4% in the first quarter of 2015, following a 13.3% rise in 2014 to $26.7bn. This is attributed by PQM to higher business-to-business and business-to-consumer content. Content marketing is defined as any marketing that ...

[Estimated timeframe:Q3 2015 - Q4 2019 ]

...  involves the creation and sharing of media and publishing content in order to acquire and retain customers.

The survey, which tracks all branded content - including digital videos, apps, games, mobile content, print, research, social media and special events - predicts that content marketing is likely to more than double by 2019, increasing worldwide by a 15.4% compound annual growth rate to $54.25bn.

Moreover, business-to-consumer marketing will increase its share in the coming years versus business-to-business marketing - growing to a 49.5% share in 2019 - up from a 47.3% share in 2014.

PQM's econometric system utilises algorithmic models, data collection techniques and analytical approaches to track, analyse and forecast spending growth, consumption and trends across all fifteen digital media platforms and 50-plus different channels and categories of the global media, entertainment and communications industries.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6669

Global Newspaper Readership Soars

Trend Summary: A remarkable about-turn in 2014 saw newspaper publishers worldwide garner more revenues from circulation than from advertising.


According to a new global survey commissioned by the World Association of Newspapers and News Publishers [WAN], for the first time in many decades, newspaper publishers around the world earned more income from circulation sales (including print and digital subscriptions and news stand sales) than from ...

 

[Estimated timeframe:Q2 2015 onward]

... advertising.

The survey also reveals that global newspaper advertising revenues reached $86.8bn in 2014, compared to $92.4bn in circulation revenues - the latter equating to 51.6% of total revenues at circa $179.2bn.

Advertising income included $9.5bn in digital revenues and $77.3bn in print ad revenues.

Over the last few years, however, newspapers’ print ad revenues have tumbled globally from $93.8bn in 2010 to $77.3bn in 2014 - an 18% drop over four years.

In the USA the fall was even more pronounced, with print ad revenues diving 24% from $22.8bn in 2010 to $17.3bn in 2013, the most recent year for which data has been published by the Newspaper Association of America.

Conversely, the WAN report notes that total print newspaper circulation has grown rapidly from 592 million in 2011 to 686 million in 2014, primarily due to increased readership in the developing world, including Asia, Africa and Latin America.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6641

TV Retains News Crown as Online Eclipses Newspapers

Trend Summary: Consuming news on websites or smartphone apps is now as popular with Britons as reading newspapers.


According to a report published today by UK media overseer Ofcom, TV remains the most popular way to consume news, although accessing news via the web and mobile apps is now as popular as reading a newspaper. Forty-one percent of the Ofcom survey sample, say they now access news on websites and apps, a significant increase ...

[Estimated timeframe: Q2 2014 onward]

... on the 32% recorded in 2013.

At the same time, consumers' use of websites or apps has overtaken radio (36%) to catch-up on the news - as the chart below demonstrates.

Younger people (16-24) are driving the surge in consuming news on the internet or apps, with 60% doing so in 2014, up from 44% last year. Some 45% of 16-24s said that websites or apps were their most important sources for news, up by a half over the year (30% in 2013).

TV remains the most popular way to consume news with 75% tuning-in during 2014, compared to 78% in 2013.

There has also been a fall in people saying that a TV channel is their most important source for news (from 62% in 2013 to 54% in 2014).

The amount of news watched on TV also varies with age. The over 55s watch an average of 196 hours of TV news each year. This compares to 27 hours for 16-24 year olds, who watch 88 fewer hours of TV news than the average UK adult (115 hours a year).

Those aged over 55 are nearly twice as likely to name a TV channel as their most important source of news, compared to the 16-to-24s (65% compared to 36%).

More younger adults also don’t watch any news on TV (44% versus 25% across all adults).

Read the original unabridged Ofcom article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Ofcom.org
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6352

Content Marketing Set to Go Mainstream in 2014

Trend Summary: Nearly 75% of UK companies say they plan to increase their spend on content marketing during 2014.


According to The Drum magazine's Jon Davie, so-called 'content marketing' (aka 'Native Advertising' and/or 'Advertorial') is on course for spectacular growth this year. Davie cites as his source eConsultancy/Responsys, a UK-based provider of email and cross-channel marketing services. The trend is also endorsed by the (admiitedly partisan) Content Marketing Institute, which predicts that 63% of British marketers plan to ...

 

[Estimated timeframe: Q1 2014 onward]

...  increase - or significantly increase - their content marketing spend during the coming twelve months.

The print-based customer publishing industry has been talking about content marketing for years, but the currrent increase in investment is being driven by digital media.

Facebook pages, YouTube channels, Twitter streams, Pinterest boards ... brand managers quickly find that ‘owned’ channels have an insatiable appetite for content.

And it’s not just these new-fangled social platforms that are thirsting for appropriate content, it's any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers

Launching a new website? You’re going to need lots of new content.

Got your eye on a shiny new eCRM [electronic customer relationship management] programme? You’ll need plenty of content to fill all those emails.

Or maybe an SEO [search engine optimisation] audit which reveals that your content needs updating - although Davie stresses that Content Marketing doesn’t necessarily mean creating new content.

Read the original unabridged TheDrum.com article.

 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6313

Brands Set to Become Publishers, Predicts Unilever Chief

Trend Summary: Now is the time for brands to emulate publishers vis-a-vis their content strategies, says Unilever chief.


Speaking at the Diversification Adaptathon -an event hosted in London last night by the UK's Institute of Practitioners in Advertising Hamish Priest, manager of Unilever’s Dove brand and responsible for global media innovation, media categories and partnerships, declared that ...

[Estimated timeframe: Q1 2014 onward]

... “this is the beginning of the journey to brands becoming more like publishers”. 

Mr Priest conceded that brands are not yet regarded by consumers as publishers. But this may change in time as brands throw their weight behind the creation of meaningful content experiences for consumers.

Said Priest: “We are continually trying to diversify our content to reflect people's changing ways of consuming content.”

One method of doing so is to partner with bloggers, an alliance that can help brands attain “authenticity” and "credibility" in the mind of consumers.

Priest continued: "We are trying to marry together the worlds of the brands and the bloggers. It takes a collaborative effort to get to content like that.”

He added that the role of distribution is as important as the creative element and must be baked-in from the start. “Two billion people use our products every day. In order to really make a difference the content needs to have scale and reach."

But, wonders MarketingTrendTracker, has the incessant hyping of adland's ongoing flavour of the month - 'Native Media' - at long last reached the ears of Unilever's 25-year old whizz kid?

Read the original unabridged TheDrum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: The Drum.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6257

'Native Marketing' Deception Alarms FTC

Bottom Line Trend: The Federal Trade Commission has warned advertisers it will vigorously enforce its rules controlling Native Advertising.


So-called 'Native Advertising' - ads that appear in online and offline publications, masquerading as news stories or editorial features - have received a stern warning from US regulatory body, the Federal Trade Commission. Native advertising has recently grown more aggressive, especially online. The practice enables brands to target specific audiences and individuals, also to get ... 

[Estimated timeframe: Q4 2013 onward]

... instant feedback when consumers react to what has been displayed. 

There's nothing new about such practices. Three or four decades ago door-to-door salesmen portrayed themselves as opinion pollsters; these days web pages masquerade as unbiased magazine articles. Even when such information is openly labelled as advertising, consumers are frequently misled. 

Addressing several hundred advertisers, academics and media executives at a conference on Native Advertising earlier this week, FTC chairwoman Edith Ramirez conceded that "the delivery of relevant messages and cultivating user engagement are important goals. That is the point of advertising.”

FTC officials said recent surveys of online publishers revealed that 73% offer native advertising opportunities on their sites, while an additional 17% are considering doing so this year.

Some 41% of brands and one-third of advertising agencies currently use such methods, the FTC reports.

According to Chris Laird, marketing director for brand operations at Procter & Gamble, sponsored content enables the company to “immediately measure the impact it is having on our business.”

Vigorous discussion during the conference made it clear that advertisers and marketers are loath to label an “advertisement” as such.

Says Robert Weissman, president of consumer advocacy group Public Citizen: "The word ‘advertisement’ tells people what is being done to them. The whole point of the word ‘sponsored’ is to avoid calling it what it is."

However, David J Franklyn, University of San Francisco law school professor, said preliminary results from his research showed that as many as 35% of the consumers in groups he has studied could not identify an advertisement even when it said “advertisement” on it.

While roughly half of the survey sample indicated they did not know what the word “sponsored” meant.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: NYT.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6222



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