Information wants to be free (to the end user… but the advertiser’s going to pay)
Chris Schroeder from The HealthCentral Network presented this session on Monday at the 32nd Annual International Newsletter & Specialized-Information Conference about the present and future of advertising-based publishing:
Where are we now?
- There have been significant shifts in advertising technology—allowing for greater targeting and more useful creative
- All “content” experiences are part of a conversation
- Major advertisers leaving traditional media for targeted and interactive media
- Meeting basic human needs is key stake for success: Does this product/concept make someone’s life better, easier, faster, cheaper, more beautiful, more fun, more efficient, more interesting?
- Smart advertisers want quality over quantity—not just “scale” but “qualified scale”
What won’t change anytime soon:
- Now and always, the individual is in charge: It’s about them, not us, and they will looks for and share and embed experiences however they want
- The BEST experiences are safe, trusted environments that meet an individual’s needs—but convenience and ease can trump over “quality”
- Advertising to the right people at the right time is part of their information experiences—their “aggregation” of “their” truths
- Conversations are happening anyway—to join the fray comes with a steely focus first on fundamental needs and environments and a thick skin for taking changes in environments you can’t control
Read more of our SiPA coverage:
Encouraging Creativity Within Your Team
‘Incentivizing’ editors to come up with audio conferences and other one-shot product ideas
Copyright Law in the Electronic Age
Essentials to keep in mind when laying the foundation for copyright protection of your digital content
Write Better Subject Lines!
Bob Bly shares his tips for writing subject lines that get your email opened and read
8 Ways Editors Can Help Market Their Products
Tips for helping editors think like marketers when it comes to their products
