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Advertising for Publishers: Programmatic, Ad Blocking, and More

Conde Nast, Newspaper Association of America, and Time Inc. digital headline news from advertising for publishers

Advertising for publishers is also well known as an adventure for publishers, or better yet, a “choose your own adventure” for publishers, rife with peril but also the possibility for cashing in. There are obstacles around every corner in the way of ad blocking and viewability, and new technologies that can act as implements in your quest.

Programmatic ads make for one of those tools, and it’s becoming more and more popular even as some question its efficacy. MediaPost has some coverage on this topic and more among recent posts!

Consumers are telling us loud and clear what they want—are you listening? How much would you pay for that information? Download a copy of our 2018 Mequoda Magazine Consumer Study for FREE instead, to find out how you can improve your digital magazine rapport with subscribers.

Programmatic Advertising for Publishers: Conde Exec on Benefits

Recommended and revealing interview with Conde Nast Head of Programmatic Evan Adlman for anyone interested in advertising for publishers on MediaPost’s Real-Time Daily.

“Programmatic is something that Condé Nast has been in for many years. We’ve had a strategy in place. My focus is to think about new ways that we can fit programmatic into a holistic media buy. The new capabilities that we announced recently involve offerings that will align brands with new content packages, the ability to use our first-party data, and the opportunity to create scale by leveraging AudienceSelect,” Adlman tells Tobi Elkin.

“Condé Nast sits on a great asset: data from our subscribers. Through our Brand Preference Index database, we survey our consumers monthly via email to understand what’s going in in their lives and the categories they’re most interested in. Then we’re segmenting audiences in conjunction with content that our consumers are most interested in. With AudienceSelect, we want to offer our clients as much scale as possible. We want to provide a vehicle for advertisers to use to target consumers off-site. We can enable them to target these audiences based on our first-party data on syndicated properties and on the Web at large. We didn’t have that capability before. We can leverage the first-party data of a Condé Nast consumer and follow that person across their journey throughout the Web—across syndicated properties and outside of them as well.”

Are Ad Blocking Programs Illegal?

The Newspaper Association of America’s CEO, David Chavern, says yes, especially when it comes to the Brave browser, according to MediaPost.

“Brave’s proposed business model crosses legal and ethical boundaries, and should be viewed as illegal and deceptive by the courts, consumers and those who value the creation of content,” Chavern’s letter states.

“Our sites and mobile applications provide news reporting, photojournalism, video content and feature writing that is researched, reported, edited and produced at extraordinary cost. Our industry spends more than $5 billion per year on reporting in the United States alone.  We distribute that reporting online for free or at highly subsidized rates, in no small part due to revenue from online ads.”

Time Inc. Digital Magazine Subscription Solution With Zuora

Time Inc. digital is doing their thing again, which is to partner with or flat-out purchase services that will solidify the legacy publisher’s comeback tour. MediaPost has the latest on Time Inc.’s latest effort to modernize subscriptions.

“Zuora Inc., the provider of subscription services for publishers like The Guardian, and Time Inc.’s customer service division (TCS) announced today that they will team up to co-market and co-sell their end-to-end subscription solutions,” Sara Guaglione writes.

Craig Barberich, Zuora’s global head of media solutions, told Publishers Daily that Zuora will provide the cloud-based software for managing commerce, billing, finance and analytics around subscription services. TCS will provide their expertise in the delivery of products like magazines and newspapers, call center services and marketing strategy, such as how to reach the right customers.”

Hearst’s Metropolitan Home Returns After Seven-Year Hiatus

A print product with a glorious history is back in action, MediaPost reports.

“The pilot issue’s 124 pages contain advertisers from the home, fashion, auto and tech categories, including Benjamin Moore, Clinique, Mitchell Gold + Bob Williams, Shutterfly and Toyota Prius,” Guaglione writes.

“There are also two branded content units from Design Within Reach and Crate & Barrel. The multi-page spreads were designed to ‘harmonize with the editorial content resulting in an enhanced reader experience,’ according to a statement. The spring/summer issue of Metropolitan Home has 70,000 copies on newsstands, with another 45,000 going to subscribers of other Hearst magazines, such as Elle Décor, Town & Countryand Esquire.”

Advertising for publishers is always a puzzle. Can you share some successful pieces in the comments?

To read more about advertising for publishers and other news, visit MediaPost.

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