The latest news on magazine publishing online from Hearst, News Republic, and more
We read trade sites about magazine publishing online for fun. We also read them to stay sharp. And to share what we find out with you.
When it comes to Digital Content Next, formerly known as the Online Publishers Association, that’s quite a lot of material.
Ad Blocking Solutions on the Horizon?
Are you tired of us talking about ad blocking? Hey, we’re just holding a mirror up to the digital publishing industry! So, too, is DCN, and they’ve got a great piece on how to block ad blockers.
“So what is the best strategy to have? Guy Phillipson, chief executive of IAB UK, said transparency is key. ‘Part of the solution to tackle ad-blocking lies in making consumers more aware of the consequences, which seems like it’s starting to filter through,’ he said. ‘If they realize it means they can’t access content or that to do so requires paying for it, then they might stop using ad blockers. It requires reinforcing this trade-off message—ads help to fund the content they enjoy for free,'” MediaShift Founder and Publisher Mark Glaser writes.
“A few websites, including Forbes, Wired and the Washington Post, have already started doing this. When Forbes detected users with ad blockers visiting their sites, it asked them to turn the software off – and 42% of visitors obliged. The IAB also released its guide for publishers on how to approach their consumers to turn off their ad blocking software by offering a ‘D.E.A.L.,’ which stands for Detect, Explain, Ask and Lift restrictions or Limit access, based on the consumer’s choice. So chances are, more websites are going to start this negotiation process with users – asking them to either turn off the ad blocker or pay up.”
Checking in Snapchat’s Performance for Publishers
Snapchat is more prevalent than ever, but does it make sense for publishers? DCN takes a close look.
“In building its own API, Snapchat is following in the footsteps of platforms such as Facebook, Instagram and Twitter – companies that have matured as major ad players in the digital marketplace. An API would also allow for more kinds of ads on Snapchat, including those that include a ‘call to action’ for consumers, such as downloading a new app. This is especially important given that Snapchat has previously been selling ads the so-called ‘old-fashioned way’ – by working directly with brands and agencies. But an API, with its ability to execute effective campaigns and automate different orders, would help measure how successful these advertisements actually are,” Glaser writes.
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“However, despite the hype surrounding the potential for advertising on Snapchat, publishers would be right to remain wary as the company sorts out its goals, philosophy and practices. Part of the reason why Snapchat didn’t emerge as a major advertising player to begin with is that its sales team was small, and by some accounts, too old to understand how its digitally native audience would respond to ads on the platform. The fact that it’s most popular among a younger demographic was also a concern for some brands, who feel their core older audiences are more concentrated on Facebook, YouTube and Twitter anyway. And those companies, unlike Snapchat, offer much more data on their users than Snapchat does, which would make it easier to guarantee a return on investment.”
Hearst SVP + Publisher on Digital Magazine Advertising
DCN interviewed Hearst Men’s Group Senior Vice President, Publisher, and Chief Revenue Officer Jack Essig about monetizing enthusiast audiences.
“We have continued to see advertisers working in a deeper way with fewer partners. The Hearst Men’s Group satisfies that need, with a reach that is both deep—in the auto/tech/style space – and wide – reaching one in five U.S. men. My goal for the Men’s Group is to continue with our successful formula and bring in even more exclusive, market-share deals within the auto space and beyond,” Essig told DCN.
“We have the editorial products, the right audience and the ideal means for connecting with that audience across all platforms. If you are looking to reach men, you should be working with the Hearst Men’s Group.”
News Republic Founder + CEO on Multiplatform Publishing
Another interesting interview from DCN, this one with Europe’s News Republic Founder and CEO Gilles Raymond on content distribution.
“Mobile is a must – which is why we chose from day one back in 2008, when we set up the company, not to go to desktop. We made the connection that personalized news made the most sense on a personal device, so we bet that mobile would be the number one medium people would use to access content, especially news, and we do not have a presence on desktop to this day. We are also not convinced about the opportunities on smart TV – at least not for accessing news content,” Raymond told Mobile Grooze Founder & Lead Analyst Peggy Anne Salz.
“For now, we focus on platforms: smartphone, tablet and, increasingly, on smart watches. The News Republic app was awarded Best Mobile Media Publishing App at Mobile World Congress 2015, and we made that app available for Apple Watch in April 2015. We’re thrilled to be an early pioneer on wearable devices, and to extend our content to the Apple Watch platform. We were one of the first developers invited to Cupertino to create for the Apple watch and we created a unique user experience tailored for it – one that optimizes “Glance Journalism” and seamless connectivity between devices.”
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To read more about magazine publishing online and other news, visit Digital Content Next.