Guiding media innovators toward solutions, around the world
Digital ad technology aids hoaxes, damages your site’s credibility In my last two blog posts I talked about why independent news sites need to have their own dedicated salespeople and how native advertising fits with that approach. In this post, I want to give you another reason to control your advertising sales. The digital advertising […]
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Choose advertisers whose values align with yours In the last blog post I laid out the reasons why independent news media organizations need to hire their own salespeople. This way they avoid giving up ad revenue to tech platforms. They also offer advertisers a safer environment. Although publishers sell conventional ad spaces like the platforms, […]
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You may already have a solid team of journalists and specialists in technology and social media marketing. But that isn’t enough. You need to hire at least one person who specializes in sales of advertising, subscriptions, and other products. We’re going to discuss why you should do it, who you should hire, and how much […]
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Facts and science don’t matter in the new media ecosystem What follows is the abstract of my paper just published by Comunicación y Hombre, of the Universidad Francisco de Vitoria. The emergence of search engines and social media networks in the past two decades created a new media ecosystem. It allowed the instantaneous creation, distribution, […]
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Giving users a choice can increase members, subscribers Lately I have seen several examples of news publications letting users decide the amount they pay for the information they receive. The goals, strategies, and tactics are different in each case. But one of them might be right for your news organization. In each case the model […]
Read More »Building relationships is the key to generating revenue in digital media In this video you will learn how to build an online community, deepen the relationship with them, and finally monetize the relationship. Here are some articles with more and deeper information about the topic: These metrics predict which users will pay for news These […]
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A cynic might say that Google’s current efforts to help news publishers is a public relations ploy to get good press and appease anti-monopoly regulators in Europe and the US. After all, Google has more than 30% of all digital advertising globally, followed closely by Facebook with 20%. And these two companies, more than any […]
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