Category Archives: Publishers

newspaper-publisher

How Programmatic Advertising Works for a Local Newspaper Publisher

A local newspaper publisher doesn’t feel small with a programmatic advertising partner. Some national publisher brands built their own programmatic ad exchanges. And they’re proven to work. But local can also enjoy the revenue benefits of ad campaign optimization. In some ways, programmatic is ideally suited for the local market. Ad sales is arguably one of the most difficult jobs in publishing today. Decades ago, Read More →

native-ads

How Native Content Can Help Local and Independent Publishers Engage Readers

For small newspaper publishers, native content is like a catch-22 in reverse. It doesn’t look like an advertisement, so readers keep reading. And because readers tend to enjoy it, native ads generate vital revenue. That’s a big departure from the public’s usual ad-blocking nature. It’s part of the reinvention of newspaper revenue in the 21st century, and it works for independent publishers, too. Native ads Read More →

independent-publishers

How Local and Independent Publishers Can Stay Relevant and Generate Revenue

Instead of trying to reinvent the wheel, perhaps small local and independent publishers should be designing a brand new type of vehicle for a different kind of road. There’s a certain freedom in the startup mode and energy of a small paper. Just as a new college grad has the whole world ahead, indie and community papers have nothing but options. Use them to your Read More →

Paid advertising

Finding the Next Frontier for Newspapers and Paid Advertising

Paid advertising success is always on the move. It often feels like herding kittens. You can see the possibilities. But the knowledge that revenue is possible doesn’t make it any easier (or less pointy) to catch. The newspaper industry is changing, sometimes in chaotic ways. That’s not exactly a secret. So perhaps it’s time to let go of what’s clearly not working and shift focus Read More →

Mobile

6 Keys to Adapting Your Newspaper for Mobile Success

If you’ve already tried your hand at a mobile news site, you know one fundamental truth: mobile isn’t just smaller, it’s different. And you haven’t, it’s a good idea to commit it to memory now. A mobile site or app that functions poorly frustrates you and your readers. At least while they stick around. But when it’s easy to use, it meets the public’s current Read More →

programmatic-advertising

How Newspapers Can Profit from Programmatic Advertising

Programmatic advertising takes the layers of competition that exist in publishing and makes it work better for everyone involved. Publishers reach a more receptive segment of ad buyers, advertisers target the right customers, and customers get a personalized experience. But for all of the industry buzzwords, there are still a lot of publishers (and buyers) who aren’t quite sure what it all means. In short, Read More →

Newspaper paywall

Managing the Pros and Cons of Newspaper Paywalls

Global Internet access to free information makes it difficult for newspaper paywall strategies to stick. They were a great idea, and they do actually work. Problem is, people who were born into Generation X and everyone who is younger had spent most or all of their lives with a very different Internet experience from the one that newspapers wanted to impose. It’s the imposition, not Read More →

digital publishing

How Newspapers Can Survive and Thrive in Their Transition to Digital Publishing

It’s time to abandon the notion that newspapers are transitioning to digital publishing; it’s already happened. For the past several years, the industry has slowly but surely adjusted to the new digital direction like a boat that’s getting up to speed. Unfortunately, revenue has bobbed along behind it in a life raft that’s always in danger of up-ending. Perhaps the most difficult challenge in this Read More →

3rd party partnerships

Managing Third Party Partnerships

I recently sat down for an interview with Tara Roy, RealMatch Director of Partner Success, to discuss how modern-day professionals can be successful in managing third party partnerships. In today’s hyper-tech world, nearly every company is using some kind of vendor for something. Whether a Software as a Service with no relationship to an account manager or a product with weekly or monthly progress calls, Read More →

Newspaper

Anybody Want to Own a Small Newspaper? Anybody?

Do you want to own a small newspaper? If so, you’re apparently one of the few. Ross Connelly, owner of a longstanding, small community paper in Vermont, is ready to retire. His family has owned the print-only weekly for 30 years. And for the price of an entry fee and an essay submission, anyone could be in the running to take it over. Connelly needed a Read More →