Big Names Join Forces for New Online Ad Network + NYPS team up on online ad network, an emergent digital publishing trend; plus, more Facebook Instant Articles, Washington Post, and Magzter

Is an online ad network the answer to publishers’ prayers when it comes to digital advertising revenue? We’re seeing it with programmatic partnerships and other arrangements, and why not? Brands have a lot of power in the current climate, but digital magazines can muster some mojo, as well, by uniting to provide advertisers the best possible placement and viewability.

Then again, we don’t fault any publisher for going it alone, as many do via social media and services like Magzter. After all, monetization is in the eye of the beholder. But Mequoda Members know that the more platforms, the merrier.

MediaPost reports on all of those options and others in recent weeks.


New Online Ad Network for Digital Newspapers

More and more, the online ad network represents an opportunity for digital to gain some collective power in courting brands for digital content monetization. MediaPost reports on the latest example.

“The New York Press Service (NYPS) and announced a three-year partnership that offers advertisers a network of 750 weekly, daily, regional and culturally specific newspaper sites in New York state. Titles include those in four city boroughs, Long Island and Hudson Valley. Advertisers can target by audience, location, device and time of day, according to a release from,” Felicia Greiff writes.

Michelle Rea, executive director, NYPS, said in a release that the partnership enables the organization’s members to ‘generate significant income from a source of advertising revenue that, until now, has been difficult to monetize effectively.'”

Facebook Instant Articles Set to Open the Floodgates

As digital magazines are warming up to Facebook Instant Articles, so is Facebook Instant Articles warming up to digital magazines and other online publishers, as the feature will expand to all on April 12, MediaPost reports.

“The expansion of the mobile news-perusing service bodes well for Facebook’s nearly 1 billion daily active mobile users. For them, it means easier access to more news sources, and faster load times for everything from text to video. With Instant Articles, Facebook claims that mobile load times are 10 times faster than on the sites where the content comes from,” Gavin O’Malley writes.

“For publishers, Facebook is offering them 100% of the revenue from ads they run inside the service, while taking a reported 30% of revenue from ads that it sells through the Facebook Audience Network. Less than a year old, the initiative appears to be thriving. Late last year, Instant Articles supported about 1,000 articles a day, from National Geographic to Time to USA Today.” [text_ad]

Magzter Loads Up on Time Inc. Digital Titles

Magzter welcomes 20 Time Inc. digital properties to the service, MediaPost reports.

“Digital single copies and subscriptions of Coastal Living, Cooking Light, Entertainment Weekly, Essence, Food & Wine, Fortune, Golf, Health, InStyle, Money, People, People en Español, Stylewatch, Real Simple, Southern Living, Sports Illustrated, Sunset, This Old House, Time and Travel + Leisure will be available for purchase on the Magzter app starting today,” Sara Guaglione writes.

“Magzter is known for its Netflix-like, “All You Can Read” subscription service called Magzter Gold, which allows users to binge-read as many articles as they want. However, Time Inc.’s content on the Magzter app will not be part of Magzter Gold, but instead will be available to buy as singles copies or as part of a subscription. Radhakrishnan said publishers want to “experiment on platforms before they commit” to an all-you-can-read service.”

Washington Post Focuses on Audience Engagement With New Product

If Time Inc. is making things happen on the magazine side, The Washington Post is making itself known as the newspaper innovator. MediaPost reports on the WaPo’s latest upgrade. “The new product, called ‘Re-Engage,’ superimposes a blue, transparent box with several links to recommended content over the page. When the user stops interacting or swipes rapidly past content, that suggests they’re no longer interested in that category or not finding what they want,” Erik Sass writes.

“The content recommendations are produced by WaPo’s Clavis personalization system, which identifies audience segments among WaPo readers based on their interests. It also draw on the newspaper’s Bandito testing system, which optimizes content by determining the most popular headlines and images based on reader activity.”

Would you consider signing on to an online ad network? Let us know your thoughts in the comments!

To read more about the latest online ad network and other digital publishing news, visit MediaPost.


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