Category Archives: Industry News

2016 Holiday Gift Guides – Publishers Monetize Audiences with Affiliate Links

christmas shoppingTis the season to scour the internet’s Holiday Gift Guides for the best presents for all the friends and family on your shopping list this year.

Publications have found a new way to monetize their audiences by producing content with shopping recommendations utilizing affiliate links.

Affiliate marketing is a type of performance-based marketing in which the advertiser rewards an “affiliate” (aka publisher – online or otherwise) for each sale driven by that affiliate’s own marketing efforts.

So in other words, when you see a Gift Guide with clickable links published by the New York Times and you end up purchasing a product they recommend, that advertiser will give the publisher a percent of the sale to reward their efforts.

Instagram has made many of their “influencers” rich through affiliate networks such as RStyle, LIKEtoKNOW.it, ShareASale, Impact Radius, and others. This has long been popular among bloggers and independent website publishers as well. Though there are ongoing issues with disclosure and there may be more regulations in the future, this revenue stream is likely here to stay.

Now, many publications are getting into the game. The New York Times launched a beautiful interactive Gift Guide with dozens of product recommendations divided by category. This comes as no surprise following their acquisition of The Wirecutter, an online consumer guide which publishes in-depth product reviews.

 

The NYT includes the following disclosure (if you know where to look for it). But for many readers of the NYT unfamiliar with this type of advertising, it certainly further blurs the lines between editorial and advertising.

The gifts included in this guide were chosen solely by The New York Times. Our editorial content, including that by Wirecutter, which recently became a part of the company, is not influenced by advertisers or affiliate partnerships.

Through a third party, we may receive commissions on sales made on the linked sites. When our editors and writers make selections, they do not know what products may generate a commission, or what that commission might be, and payments play no part in their decisions.

Similarly, New York Magazine has a recommendation page called The Strategist. Real Simple has many holiday gift guides available as well, and I’m sure most magazines are building these types of pages now, if they haven’t already. Wired, The Atlantic, Chicago Tribune, LA Times, the list goes on and on.

 

Buying print advertising, for years we’ve seen publications try to maintain “church and state” separation between their editorial recommendations and the revenue generated from their advertisers. But there are huge monetary opportunities from affiliate advertising revenue in providing product recommendations to loyal readers.

Sometimes we describe what we do here at Mediabids with per response advertising (or performance marketing) as affiliate advertising since many e-commerce companies are already familiar with affiliate programs and do these types of campaigns online. Supplementing their online affiliate campaigns with a print campaign is a great way for advertisers to reach a new and desirable audience. Likewise, it benefits publications by bringing revenue back to print through advertisers that wouldn’t otherwise consider the medium.

For publications looking to add an alternate revenue stream, or if you’re an advertiser interested in reaching new consumers…call Mediabids today at 860-379-9602.

Join us to build your 2017 Ad Sales Plan

Advertising Sales Leaders, Ad Sales For 2017, What Is Your Plan?

Join media/advertising sales expert Ernest F. Oriente, the founder of PowerHour, LLC, and the live weekly PowerHour Advertising Sales Academy and Jedd Gould, CEO of MediaBids for a FREE MediaBids PowerHour teleseminar on Thursday, September 15th at 1:00 p.m. Eastern/New York time focused on Ad Sales For 2017, What Is Your Plan?

Details are below for our 245th free educational PowerHour, since 1995.

During this 60-minute MediaBids PowerHour we will be discussing the points below plus fielding your specific questions:

#1. Planning for 2017 ad sales, what trends are you tracking?  How are print versus digital ad sales comparing?

#2.  What is your plan for selling to ad agencies and key decision-makers during this upcoming budget season?

#3.  Your U.S.P. + your media kit + your alliances = smart business development + focused selling + media comparisons?

As prep for #2 above and to continue this discussion with ad sales leaders from around the world, please join our flagship LinkedIn group, Advertising Sales Success—with 4600+ leaders on this url:  http://tinyurl.com/kxtlmvv

Registration Information
=================

When:  Thursday, September 15th

Please note, the above MediaBids PowerHour starts at 1:00 p.m. Eastern/New York/Toronto time, which is

12:00 p.m. Central/Dallas/Winnipeg time
11:00 a.m. Mountain/Denver/Calgary time
10:00 a.m. Pacific/San Francisco/Vancouver time
9:00 a.m. Alaska time
6:00 p.m. GMT/London time

Fee:  No charge

Recording is available after the MediaBids PowerHour, but you must register below to receive it.

To register, please go to:  http://marketing.mediabids.com/seminar/TeleSeminarReg.html

For additional registration information, please contact MediaBids.com at 800-989-0406 or E-mail jpeterson@mediabids.com

We look forward to having you join us

Come follow us on Twitter, https://twitter.com/Mediabids and LinkedIn, https://www.linkedin.com/company/mediabids-com 
 

Top Newspaper & Magazine Industry Websites

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We’re always searching for the latest news about the evolution of print journalism and advertising. These blogs have fresh and interesting content that we highly recommend taking a look at:

Nieman Lab: Published by Harvard University, this website publishes its own unique take on all of the news, innovations and notable happenings in the new world of journalism. We especially like the daily newsletters they send.

Newsonomics:Ken Doctor is “a speaker and consultant, advising on new sustainable business models of contemporary journalism.” His site features coverage of the New York Times, paywalls, and all things about the digital transformation of traditional media.

AdAge: If you’re in the advertising industry, you’re probably intimately familiar with AdAge. It’s the preeminent publication covering the advertising and marketing industries, and provides instant alerts on the latest news in the world of agencies & all topics media.

The Drum: The Drum is a  site that publishes out of Europe and has its own unique voice covering everything marketing. We think it’s one of the best all-around marketing/advertising sites available today.

Poynter: Poynter is one of the leading voices of journalism, and is actually a teaching institution that educates the best and brightest in the news industry.

MediaPost: MediaPost offers a variety of publications that cover print, television, mobile, social, email, tech and political marketing.

Media Life: Media Life is geared specifically towards media planners & buyers and is published by industry veteran and all-around great guy Gene Ely.

Print in the Mix: Print in the Mix is a project of the Rochester Institute of Technology and is a data-driven website that covers aspects of print ranging from newspapers to 3D printing.

Jim Romenesko: The personal blog of journalist Jim Romanesko, writing from his unique vantage point of being a top journalist at several newspapers and other media entities.

Mr. Magazine: Mr. Magazine also goes by the name of Samir Husni, a magazine industry veteran who provides insightful stats about trends in the industry, reports of new magazines forthcoming and those who are no longer with us, and many interesting publication provides.

Reflections of a Newsasaur – Alan Mutter has run the gamut of roles in the media world – from newspaper journalist to television and internet endeavors, he’s one of the most respected voices in the disucssion of the new age of journalism.

Post by Jess Greiner

Advertisers are Leaving Money on the Table

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By skipping print, advertisers are leaving money on the table.  While brands need to adjust to changing demographics and media consumption preferences, research shows under-spending in traditional media decreases incremental revenue.

Utilizing multiple media sources is important according to the Advertising Research Foundation.  Their neuroscience research shows “advertising is more likely to be encoded in long-term memory if people encounter it in multiple media,” according to Manuel Garcia-Garcia, senior VP for research and innovation in global ad effectiveness at the ARF.

An article originally published in AdAge outlines Nielsen Catalina Solutions research with KraftHeinz’s Crystal Light and Time Inc. which showed that adding print and digital to a TV campaign had a major impact on improving ROI.

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Credit: Neilsen Catalina Solutions

By adding $3M spend in print through Time Inc., Crystal Light was able to add $16M in sales.

We can help you add print to the mix and make your cash register ring – contact Mediabids at 860-379-9602 or email dmauke@mediabids.com.

Inspiration and Authenticity are Key Factors in Social Sharing

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Have you been watching the Olympics?  Following along with the games can be a great distraction from less inspiring and hopeful news stories this summer.

Despite declined ratings, NBC has sold over $1.2B in ad time.  And though we’re now seeing viewers experiencing the Olympics in ever-changing ways (live streaming, in-app viewing, online recaps, etc.), advertisers are still adjusting to this new media landscape.

Yesterday, AdWeek examined the popularity of Under Armour’s Michael Phelps ad and what makes it one of the most shared Olympics spots ever.  (See original article here)

One key takeaways is that “inspiration” is a critical emotional response that encourages social sharing among millennial men (ages 18-34).  Most sharing, unsurprisingly, comes from Facebook and Twitter.

Authenticity is another key brand attribute that elicits shares: “Especially with younger viewers, over three-quarters will lose trust in a brand if an ad feels fake. Under Armour’s recent campaigns are all consistently authentic. They’re doing a really nice job of drawing this out and creating new content that all work really well together in their content stack, in this authentic way of portraying athletes and their origin stories, showing the things that you don’t always see” says  Devra Prywes, VP, marketing and insight at Unruly.

Here, The Drum looks at more campaigns from brands like Nike, P&G, Minute Maid, and Nissan.  And you can find all the Olympics coverage from AdAge here.

GO USA!

Back-to-School Shopping Season 2016

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As is the case here in CT, many states have tax-free weeks to encourage back-to-school shopping towards the end of August (17 states total – though many are cutting back on discounts being offered).  As such, many advertisers and retailers have begun ramping up their back-to-school advertising campaigns.

According to eMarketer, US retail e-commerce sales in July and August will increase 15% over last year.  This growth can be mostly attributed to overall growth in e-commerce.  Marketers are fighting to get their piece of that pie.  The back to school season represents 17.2% of full-year retail sales, so it’s critical for retailers to dedicate appropriate advertising budget to drive sales during this time period.

Marketing Land reports consumers will spend 42% of their budget on apparel, 26% on books and supplies, and 13% on consumer electronics.  As reported by the New York Times, the National Retail Federation estimates families with children in kindergarten through high school will spend an overage of $674 on back-to-school shopping for a total industry-wide spend of $75.8 billion in the US.  This is an 7% overall increase over last year.  51% of consumers plan to start shopping 3-4 weeks before school starts.  44% of consumers plan to shop at a discount store, 43% in a department store, and 38% plan to shop online.

Marketers will likely spend more than $241 million on back-to-school advertising.  Many retailers opt for newspaper inserts to broadcast sales, though TV campaigns are widely popular, as well as digital and social campaign components.

Here’s a glimpse into some popular national retailers’ ad campaigns this year:

Best Buy

Office Depot 

Target

Kohls

And just for fun, one of the most memorable back-to-school campaigns of all time:

If you have ads you’d like to place in newspapers or magazines this back-to-school season, contact us here at Mediabids at 860-379-9602.  Happy shopping!

3 Studies Showing the Effectiveness of Print Advertising

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Yesterday, print ads that we ran for our MediaBids clients generated 2,000 phone calls from interested consumers. Two-thousand living, breathing people across the US studied these print ads, and made the calculated decision to pick up the phone. We see this kind of activity from newspaper and magazine ads everyday, and we’re not the only ones that still believe in print. Take a look at a few studies that show print advertising is still alive:

1.) Study Reveals Advertising With Newspaper Triples Campaign Effectiveness– This interesting study out of the UK  released last week reports that “On a sector by sector basis, the research found that adding newspapers to a campaign increases effectiveness by 5.7 times for finance; three times for travel; 2.8 times for retail; 1.7 times for automotive.” Impressive numbers.

2.) GFK MRI Research Study – 61% of readers take action after seeing a print magazine ad – Whether it’s clipping a coupon, making a purchase or gathering more information about an advertiser, magazine readers are spurred to action when they see an ad that interests them.

3.) Nielson Study Shows Newspaper Ads Lead in Engagement – Newspaper ads are viewed as both trustworthy and engaging. “The central focus of the study is engagement, and, in the aggregate score for eleven metrics of engagement, print or online newspapers scored 43 percent, followed by TV stations and their websites at 37 percent. Radio and Internet both received 41 percent.”

Whether you’re looking to drive traffic to a website or call center, print ads are still a useful tool in driving awareness and engagement.

4 Ways Newspapers Can Stay in the Game

The success of local community newspapers is one of the sentiments we at MediaBids highlight here in the PrintObserver (see here: All Advertising is Local, here: The Definition of Truth, here:  The Future of Hyperlocal News, and here: The Top 5 Reasons Community Newspapers are Thriving).  But that doesn’t mean that newspapers – local, regional, and national – should not be open to adapt their business plans to adjust to industry trends.

Here are 4 ways newspapers can stay in the game:

  1. Remember, content is king – One of the main historic benefits of newspapers is the value of their journalism and the quality of their reporting.  In an age where consumers have unlimited options as to where to get their news and information, newspapers must continue to be a beacon of truth and source of thought-provoking editorial.  Much of the value of a newspaper’s brand is in their trustworthiness and this is an asset worth capitalizing upon.  While many recent turnarounds can be attributed to cost-cutting, this cannot come at the expense of editorial excellence or else readership (and thus, revenue) will not be long to follow.
  2. Be genuine – In recent months, we’ve seen critics rip apart Tribune’s announcement to re-brand themselves as Tronc.  You can’t simply throw around buzzwords and slap the word “optimization” on everything.
  3.  Focus on core competencies – Along with the arrival of digital display and programmatic advertising, we’ve seen some newspapers try to transform into an agency of sorts; acting as the liaison for local clients into the world of advertising beyond just their pages.  We’ve seen this have varying degrees of success, but if this is going to be your approach, make sure your sales reps are well-trained to handle questions, objections, and execution of campaigns in alternate mediums.
  4. Newspapers need to recognize and adapt to the fact that their advertisers want trackable results.  Data-driven decision making is a powerful part of marketing today and advertisers have grown accustomed to information-rich platforms.  Beyond touting the quality of your readership, newspapers need to be willing to be part of the conversation on response and ROI/ROAS.  Accountability is paramount.

Whether your analysis of future trends predicts the “death of print” or you have a more optimistic view, one thing we can all agree on is that newspapers will have to be adaptable to survive the ever-evolving media landscape.  We generally try to shine a light on positive news in the industry since the pessimistic voices are often booming loud and clear around us, but that doesn’t mean newspapers should continue down the tunnel with blinders on.

Post by Darcy Mauke

2.7 Billion Adults Read Newspapers in Print

According to the latest annual World Press Trends survey issued by the World Association of Newspapers and News Publishers (WAN-IFRA), 2.7 Billion adults worldwide read newspapers in print.

Source

Circulation growth can mainly be attributed to gains made in Asia – in China and India in particular.  The largest newspaper markets are the US, Japan, Germany, China, the UK, India and Brazil.  Print circulation increased 4.9% overall in 2015 over 2014.

In a separate study on advertising effectiveness, newspaper ads have reportedly influenced 13.1% of US adults to make a purchase in the past 6 months whereas social networking ads have only influenced 10.3%.

92% of newspaper revenues are derived from print.

For help reaching your target audience via print, contact us at info@mediabids.com or at 860-379-9602.

Post by Darcy Mauke

 

Magazines Outperform Digital Video & Display to Deliver the Highest ROAS across all CPG Advertising Categories

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Last week, as reported by ADWEEK and AdAge, Nielsen Catalina Solutions revealed exciting results from their study on how media spending across various channels affect sales.

Unveiled at the Advertising Research Foundation’s Audience Measurement conference, the study highlighted that magazines deliver the highest ROAS (return on advertising spend) across all CPG categories with an average return of $3.94 for every ad dollar spent.  This is compared to $2.63 ROAS for display ads, and just $1.53 for digital video.  Surprising statistics considering many advertisers are moving budget in the digital direction.

Magazines performed particularly strongly in the categories of food, general merchandise, health and beauty, as well as over-the-counter products and reward/sweepstakes and promotion/coupon ads drove the highest returns.

“Everybody wants to be in digital video,” Ms. Wood (Nielsen Catalina Chief Research Officer) said. “There is very little inventory, so the price is high. It’s the reverse in magazines, which are undervalued in the marketplace.”

So while many brands are chasing all the latest technologically advanced ad inventory, it cannot be ignored that magazines are still a powerful part of the marketing mix for CPG brands.

While views, shares, and likes may be exciting social statistics for digital advertising, most marketers would agree that return on investment is still one of the most, if not the most important measurements of campaign success.

For help reaching your target audience via magazines, contact Mediabids at info@mediabids.com or at 860-379-9602.

Post by Darcy Mauke