Following the news that the Financial Times, the business newspaper title, has gained one million subscribers, the wider publishing industry is now witnessing the power that an engagement-focused membership model now holds and assessing where else ...
Research Paper•
Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Digital First, April 2019
Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.
Prisa Media, publisher of news titles including El Pais and Cinco Dias, is using machine learning to develop emotion-based segmentation in order to refine the context of hard news stories that advertisers might otherwise be reluctant to advertise ...
German publisher Axel Springer is using machine learning to fuse disparate data sources and create three-dimensional “maps” that cluster users around likely interest groups.
A total of 329 print, digital and radio outlets across the UK are now using stories generated by Radar, the Press Association’s automated news service.
Article•
Alex Brownsell, Event Reports, Data Talks, March 2019
German publisher Axel Springer partnered with 1PlusX, a data management platform provider, to help it offer advertisers more sophisticated data-driven audience targeting tools.
Article•
Stephen Whiteside, Event Reports, SXSW Interactive, March 2019
The New York Times, the news provider, is expanding onto television with a new show called “The Weekly”, a move that represents another step forward in the brand’s growing efforts at diversification.
Apple TV+, the new Apple streaming service announced yesterday, pitches the device manufacturer into a crowded market as it shifts its business strategy towards original content and digital services.
Article•
Alex Brownsell, Event Reports, ISBA Conference, March 2019
The Guardian, the newspaper brand, is prioritising the development of reader-generated revenues amid concerns about the state of the advertising market.
The New York Times is exploring multiple new ways of engaging with readers as part of its ongoing efforts to recruit and retain new subscribers, including joining the dots between its journalism and how that affects the wider world.
Article•
Stephen Whiteside, Event Reports, SXSW Interactive, March 2019
Deep fakes, the name for deceptive videos that have been created or altered using deep learning and artificial intelligence, could soon pose a meaningful threat for publishers and brands alike.
The New York Times, a news publication, increased subscriptions in the US by launching a campaign that highlighted its commitment to truthful reporting.
The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.
The Times, a British daily newspaper, used data insights to recreate President Kennedy’s speech he was scheduled to present on the day of his assassination.
Article•
Alex Underwood, Admap Magazine, November 2018
Shares some insights on how Spotify personalises every touchpoint towards individuals in specific contexts and what marketers might learn from this approach.
Article•
Alex Brownsell, WARC Trends, October 2018
Discusses the importance of subscriptions in a time of declining print revenues through digital advertising sales and explores how best to tackle them in order to better engage consumers.
Case Study•
Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2018
The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.
Article•
Rebecca Burchnall and Andrew McLean, Admap Magazine, June 2018, pp. 25-27
Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.
Case Study•
Chamari Kariyakaranage, David Phillips, Adrian Mills, WARC Awards, Silver, Effective Content Strategy, 2017
This case study describes how the Melbourne Film Festival used previous festival-goers to create content to bring new visitors to the Australian event.
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