Tag: advertising

by Jefferson Yen

Since time immemorial (or at least the mid-’90s), tech and media companies believed that if you rolled up hundreds of tiny hyper-local news sites it would make a boffo business. So many tried and failed, from AOL’s DigitalCities to Backfence to Microsoft Sidewalk to AOL again with Patch in the 2000s. The lesson again and […] more »

by Jefferson Yen

All this week we’ve been writing about the boom in content marketing. For those of you who don’t know, content marketing is – as the name would suggest – content, usually articles, purposely created to drive business for a company. As Simon Owens puts it, content marketing has been around for a long time before […] more »

by Dorian Benkoil

For publishers, incorporating branded content into their offerings for advertisers can be a way to make serious revenue and avoid some of the problems besieging the media industry. To answer the question of why a publisher should bother with content marketing, I’ll risk quoting bank robber Willie Sutton: It’s where the money is. “There’s a […] more »

by Simon Owens

If you’re an editor at just about any news publication, chances are you’re increasingly inundated with emails from PR agents offering up “guest columns” from CEOs and other high-powered executives. You’ve also likely heard buzz phrases like “thought leadership” and “inbound marketing” and are vaguely aware that these phrases have something to do with those […] more »

by Stacy Forster

The best and most successful strategies for building a brand have been those that include storytelling, with content that consumers actually want. Storytelling about brands is more important than ever with the rise of content marketing, which crosses journalism, public relations and advertising and aims directly at consumers. What is content marketing, and how do […] more »

by Jefferson Yen

Like it or not advertising pays for content. We all know how it should work: publishers produce content that consumers want and advertisers pay for access to aforementioned consumers. But according to a Bloomberg investigation it’s not that simple. Instead what they found were traffic brokers willing to sell traffic spawned by bots and virus-infected […] more »

by Jefferson Yen

The days when social media engagement meant assigning an intern to run your feeds are long over. At least, that’s what we heard from The Atlantic’s Matt Thompson on Episode 162 of the Mediatwits. You have to have creativity, analytical skills, reporting capabilities, good judgment and strategic sense to be an “engagement editor,” the new […] more »

by Jefferson Yen

Here at MediaShift, we write a lot about how media and technology intersect. The last couple of months we’ve talked about the importance of mobile technology, cable companies, social media platforms, and business models for funding journalism. Well, this next story ties it all together. We are, of course, talking about NBCUniversal’s decision to invest […] more »

by Jefferson Yen

It’s a tale of two social titans on this week’s Mediatwits podcast. On Tuesday, select users were able to test out Twitter’s new dedicated news tab. An algorithm is used to determine which news stories are featured in the experimental feature. The tech company has struggled to attract more users lately and the “Featured News” […] more »

by Jennifer Sikora

The following piece is a guest post and does not necessarily reflect the opinions of this publication. Read more about MediaShift guest posts here. Mobile ad blocking is a topic making marketers, advertisers, and mobile product developers very nervous. With smartphone usage now at over 64 percent in the U.S. across all age groups, according […] more »