Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Inside Forbes: What Journalists Must Know -- and Can Do -- About New Upheavals in the Ad World

Inside Forbes: What Journalists Must Know -- and Can Do -- About New Upheavals in the Ad World | Public Relations & Social Marketing Insight | Scoop.it
From www.forbes.com - January 22, 2015 8:54 AM

"Half the money I spend on advertising is wasted. The problem is I'm not sure which half." ~ John Wanamaker, Philadelphia department store magnate


It would appear Wanamaker’s lament, repeated by many who came after him, will finally be a thing of the past. One of the grand promises of the Internet was to make advertising more efficient. To a large extent it has, but not like what’s to come for big brands. I learned that first hand last month when we didn’t meet a marketer’s unstated expectation that 100% of its display ads on Forbes.com would be in view for readers to see.


Until recently, that wasn’t a standard contractual obligation. Then, the marketer told us it had monitored in-view rates with new ad technology. The industry calls it 100% ad viewability, and compliance presents daunting challenges for every publisher.


For journalists asking why they should care, it’s simple: the news business is about to dramatically change — again.


That’s actually a good thing. Journalism must adapt  – and it has — as digital publishing and social media continue to democratize the creation, distribution and marketing of content....

Jeff Domansky's insight:

Lewis DVorkin ponders the impact of new upheavals in the ad industry and journalism  Good news and bad depending on how publishers respond.

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Marco Favero's curator insight, January 22, 2015 11:34 AM

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Forbes "Jumps The Shark" on Social Media Influence

Forbes "Jumps The Shark" on Social Media Influence | Public Relations & Social Marketing Insight | Scoop.it
From www.huffingtonpost.com - July 25, 2013 12:55 AM

Does this signal the beginning of the end for Forbes as a knowledgeable source of business information? Have they finally "jumped the shark" on their way to the exit? "Jumping the shark" is actually an expression that goes back to the TV sitcom series, Happy Days. It was a show that pictured everything as rosy and happy, with neat little endings that were all nicely tied up in twenty-two minutes. The chief influencers on that show were "The Fonz," who only had to give you a look to let you know you were in trouble, and Mr. Cunningham, who set down the rules of the family.


In the midst of its ten-year run the writers must have gotten tired or were negatively influenced by the Hollywood decision-makers, when they inexplicably decided to have their characters travel to Los Angeles. Well, one thing leads to another and Fonzie ends up responding to an assault on his courage by taking to water skis (wearing his leather jacket of course) and jumping over a shark.


The stunt was so ridiculous and out of character that "jumping the shark" eventually came to be known as the moment when a television show begins a decline that is beyond recovery. While Happy Days bravely soldiered on for a few more years, it was never really the same in the minds of viewers and critics. Since that time the meaning has been broadened to define the moment when a brand or creative effort begins to lose the qualities that initially defined its success. Some still refer to "New Coke" as the moment when the Coca-Cola Company jumped the shark....

Jeff Domansky's insight:

Mainstream media, including Forbes, need to proceed carefully down the native advertising trail. Too much fluff, too little objectivity and lack of transparency will eventually diminish credibility. The post also has a great explanation of the expression "jumping the shark."

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Native advertising: How news sites separate church and state | Media news | Journalism.co.uk

Native advertising: How news sites separate church and state | Media news | Journalism.co.uk | Public Relations & Social Marketing Insight | Scoop.it
From www.journalism.co.uk - November 5, 2013 9:19 AM

How news organisations are building commercial teams of former journalists who create paid-for content on behalf of brands...


The Huffington Post, in conjunction with parent company AOL, last month published a report which proposed that native advertising is "sponsored content, which is relevant to the consumer experience, which is not interruptive, and which looks and feels similar to its editorial environment".


Perhaps the easiest way to understand it is by looking at a couple of examples, such as the Guardian's 'what to wear on a date' video, sponsored by John Lewis, with clothes featured in the video from the department store, and BuzzFeed's '20 coolest hybrid animals', created for hybrid car Toyota Prius....

Jeff Domansky's insight:

Several examples of native advertising and how news media are responding to the opportunities.

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Content Marketing Presents Uncertain Future For Publishers

Content Marketing Presents Uncertain Future For Publishers | Public Relations & Social Marketing Insight | Scoop.it
From www.pr2020.com - January 28, 2013 7:45 PM
Brands are becoming publishers, but do publishers have untapped opportunities as marketing agencies?

 

...Rather than viewing content marketing as their impending doom, publishers should be focused on the emerging opportunities:

Create and distribute content, in and out of network.Produce sponsored content (aka native advertising).Tap existing advertising partnerships, and even consider cannibalizing their advertising business in favor of a more sustainable future.Offer integrated services (i.e. content + SEO + social + PR + email + analytics). Content alone isn’t enough.

 

As Andrew Davis (@TPLdrew), author of Brandscaping, said in a recent Marketing Agency Insider post, “Publishers are masterful content creators, and they are able to charge a premium for the services they offer by leveraging theirmarket research, existing distribution platforms, and even the talent from their editorial teams.”


And Paul Rossi (@economistrossi), managing editor of The Economist, states on Digiday, "The opportunity for media companies is to create content that’s compelling for users on behalf of advertisers. That doesn’t mean it has to be native, but the skills in telling stories are quite valuable to marketers as they build audience themselves."...

Jeff Domansky's insight:

Paul Roetzer, CEO of PR 20/20, offers some intriguing answers and a blueprint for traditional publishers looking for a way out of the digital maze.

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