Tag Archives: Digital Publishing

Native ads and content marketing are here to stay

At PandoDaily Shane Snow discusses the rise of native advertisement and the explosion in content marketing.

Over the past two years, we’ve seen a similar trend happening in a well-known and well-tested marketing channel, now dressed up in new clothes and offering new opportunities. Folks call it native advertising or content marketing. The advertising trade press can’t get enough of it. All the old-school SEO companies are desperately trying to cash in on the wave, and virtually every media company with a digital presence is exploring (or actively running) sponsored content programs. Shoot, Marissa Mayer just paid a billion dollars for a company in which native ads are the main revenue opportunity.

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Twitter’s New Platform

Last year I posted about Twitter’s development from a sparse messaging service to a mixed media circus. John Herrman of BuzzFeed picks up on the company’s evolution (tweet attachments, video, product links) and notes the great shift Twitter has taken:

“The tweet, in other words, is Twitter’s new platform. The old platform was about getting people to use Twitter. The new one is about making money from them.”

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How Yahoo Can Make Money From Tumblr

This week Yahoo acquired the popular blogging service Tumblr for $1.1 billion. Writing for the business and investment site Minyanville, Carol Kopp discusses the likely business model for Yahoo’s newest content creator.

“Here’s a little dose of financial reality for Tumblr users who are upset that their free-to-use, nearly ad-free little corner of the Internet has been bought by big, bad corporate Yahoo: One way or another, probably sooner rather than later, you’re going to pay for your free blog,” she remarks. And that dose of financial reality will come in the form of ads.

“Advertisers are willing to pay a premium to advertise to a small but self-selected group of people with an expressed interest in golf or puppies or movies.”

It’s important to mention that in March Yahoo gobbled the start-up Summly for $30 million. That company offered readers computer generated summaries of news articles, another kind of content that helps Yahoo boost its traffic.

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LinkedIn Continues To Evolve

Mathew Ingram writes at paidContent

The site now offers “channels” or categories of news, much like a magazine would, and users can follow or subscribe to those channels, as well as to individual authors who are part of LinkedIn’s Influencer program, another relatively new addition.

When a user clicks on the News heading in their LinkedIn toolbar, they now get a splash screen that outlines the different categories or channels of news they can subscribe to. There are some fairly obvious examples such as Economy, Entrepreneurship and Leadership, as well as broader categories such as Healthcare, Technology and Social Media — and a few somewhat more unusual channels too, like “Things I Carry” and “My Best Career Mistake.”

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Do Men Read?

Bryan Goldberg, entrepreneur, founder of Bleacher Report and contributor to PandoDaily, explains why his next business venture will be a news/content site just for women.

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