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Media & publishing

Media & publishing covers marketing for content owners such as TV channels, movie studios and publishers. As these organisations are professional content producers, many now focus on content-based marketing. For many companies in this sector, the biggest challenge is disruption to their business model and the emergence of digital-based competitors.

Key Reading

Important papers from across the Warc database

This article explains why loyalty platforms can be key to future publishing success, creating value and affinity for the reader/viewer and allowing for data capture from the part of the publisher. It includes a case study example from The Times, a British newspaper.
How a traditional broadcaster eventually found success with a revamped digital strategy.
An attempt from a streaming service to mix automation and insight in its programmatic ad campaigns.
Inside the sports titan's "philosophy" for treating brand health as a "living, breathing" metric.
GFK on how big data can be used by broadcasters of all types to improve their services.

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