Media companies trying to figure out what readers will pay for are embracing registration walls, which offer a litmus test for their content while giving the publisher a direct connection to their audiences.
| Media companies trying to figure out what readers will pay for are embracing registration walls, which offer a litmus test for their content while giving the publisher a direct connection to their audiences. Read more in our top stories below. Meanwhile, Digiday is excited to welcome to our team this week Lara O'Reilly, who joins us as senior correspondent. Lara, who is an alum of the WSJ and Business Insider, will be based in our London office and will write big stories on big issues in media from a global perspective. We also are welcoming two more additions to our media and platforms reporting teams: Kayleigh Barber joined us last week as a media reporter, covering the business of publishing. And Deanna Ting will join us next week as senior platforms reporter, focused on platforms and how they work with brands and publishers. We're excited to welcome these new additions! It can be tough to figure out what kinds of content an audience will pay for. So many news publishers are learning what their readers will register to consume instead, while girding themselves for the collapse of third-party cookies. Brand holding companies are using start-up studios to not only launch new brands but compete with the direct-to-consumer brands that have challenged their businesses in recent years. News publishers had the Trump Bump, and now some publishers are seeing subscriber upticks due to a volatile stock market. Publishers are in a tough spot with marketers when it comes to attribution, particularly when it comes to multi-touch attribution campaigns. Other things to know about Join Horizon Media, Havas, Wavemaker and more as we dive into the evolution of video marketing and how they are making their investments work at the Digiday Video Advertising Summit. More and more, marketers and publishers are reaching the seemingly counterintuitive conclusion that fewer ads on a webpage can translate to more revenue and ROI. They're not wrong — advertising is worth more when it stands out. Sponsored by Duration Media. | | |
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howdy! howdy! | Sponsored by Criteo | | Marketer’s guide: Getting personal without getting creepy | | Hyper-targeted ads are legendary for haunting users from page to page, alienating them from brands in the process. In a new marketer's guide, learn how to reach consumers on a personal level without getting creepy. | | |
howdy! howdy! | Beyond Ads | | How BBC News creates new content verticals | | “Climate used to be a bit of a turn-off for audiences but now we can frame it in a way where we can mitigate against the worst effects. “People are genuinely hungry about it and expecting more from corporations and governments.” | | |
howdy! | DIGIDAY+ MEMBER EXCLUSIVE | | Digiday Research: In-housing saves money but retaining staff is tough | | Talent remains the biggest challenge for brands managing their marketing operations in-house. In a survey of 53 brand marketers, all of whom have in-housed at least some marketing functions, 43% of them said they “disagreed” with the statement that in-housing has made it easier to hire and retain talent. Only 527% said they agreed strongly with that statement. |
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