Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.
To say that the Internet has changed the media business is so obvious. It turns out that the impact of the Internet — and the outlook for the future — differs considerably depending on what part of the media industry you look at. Most of the changes in the last three years were simply laying the groundwork for actual shifts in behavior. Once those shifts start to happen in earnest, there will be feedback loops in everything from advertising to content production to consumption that will accelerate the changes, resulting in a transformed media landscape that will impact all parts of society. The end is nearer than you think.
If you want to see how much media factors into the lives of millennials, look no further than the latest Brand Intimacy Report. This year, 93-year-old Disney tops the list and rounding out the top five were media brands Amazon, Netflix, Apple and Nintendo. Disney resonates with this age group because they grew up with the brand and it has kept up with their changing interests - it now includes popular franchises like Star Wars and Marvel. Ariana Grande isn’t the only millennial with a crush on Mickey.
Digital and social video, especially on platforms including Facebook and Instagram, is top of mind for digital fashion editors as they embark on the new year. In 2016, the launch of Facebook Live and Instagram Stories, combined with Snapchat, meant there was no shortage of platforms on which publishers could experiment and create videos. And as more and more eyeballs turn to mobile, the rising ad dollars attached to video are proving increasingly appealing for publishers. What GQ, Glamour and Harpers Bazaar are prioritizing in 2017
As new technologies and expanded access to the wireless spectrum drive down the cost of operating cell services, Google and other wireless brokers will be able to create nationwide–even worldwide–networks. That would make wireless service a commodity and shift the balance of power from incumbents like AT&T to companies like Google. Out with the old, in with the new?
The early narrative was that Westworld is not ‘the next Game of Thrones.’ But maybe it can be. Between the show’s October premiere and last Sunday’s Season 1 finale, 15 percent of all HBO digital content engagement was Westworld-related. Season 6 of Game of Thrones, by comparison, accounted for 45 percent of all HBO digital content engagement while it aired. This world doesn’t belong to you.
Eight months ago, Elite Daily was “the voice of Generation Y,” in the words of a presentation it made to advertisers. Two weeks ago, the Daily Mail General Trust, its parent company, wrote down the entirety of its investment in the millennial-focused publisher, a tacit admission that the site was worthless to the company and its investors. That plunge is the latest turn in a wild ride Elite Daily’s been on since it launched in 2012. Forty million down the drain.
With print advertising on the wane, big publishing houses are looking to be as efficient as possible. That’s the situation Time Inc. finds itself in. The No. 1 U.S. magazine publisher is creating 10 digital desks that will help it grow audience faster by pooling its editorial resources. Bowing to the same realities.
Topping a list of 10 brands that were recognized for highly effective work this year, Netflix isn't what you would call a quintessential marketer. For one, the streaming video service does little in the way of traditional marketing. And what it does do, it doesn't like to discuss. The A-list.
CBS expects broadcast TV's overall ad revenue to remain steady in 2017. Excluding the effects of the Summer Olympics, broadcast TV ad growth next year will be about 4%, roughly in line with 2016, David Poltrack, chief research officer at CBS, said. The TV ad market is showing more stability compared to the last several years, and an increase in GDP growth, an acceleration in consumer spending, wage growth and pickup in retail sales are positives for 2017. Steady...steady...
Ever since the paywall model for online journalism was introduced about five years ago, news consumers have spent just as much time figuring out how to avoid paying for content as they have paying for it. But what if you only had to shell out a measly quarter to read one article instead of paying an expensive monthly subscription fee? Quarter for your thoughts.