Posts Tagged 'newspaper'

A single metric to compare different publications

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You’ve received quotes for advertising from two publications or websites; one wants to charge $150 and the other $350. How do you know which is the better deal?

Creating an apples-for-apples comparison between different publications is difficult because it involves so many variables.

The most common calculation for this job is cost-per-thousand (CPM), which measures the amount of money it takes to reach 1,000 people. You can use it for any medium ...

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Advertising 101: Frequency v. size v. color

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If money were easy to come by, every ad would run in every issue as a full page. But a buck is hard to make and compromises are a fact of life.

So what’s more important: running a big ad or running an ad often?

Advertising – any advertising, whether print, online or broadcast – works best through repetition. Look at it this way: You know that if you send a direct mail piece or a mass e-mail, only a small percentage of ...

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Your business card is not an ad

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Work boots are like soccer shoes in the sense that they both provide a protective covering for your feet. But if you play soccer or work in a steel plant, they are anything but interchangeable.

Your marketing materials are purpose built in the same way. A brochure isn’t interchangeable with a frequent buyer’s card any more than work boots are interchangeable with soccer cleats.

People who run their own small businesses are hard-working and busy. They typically seek to leverage time and ...

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The economics behind the media meltdown

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What really happened that caused traditional media to shrink so much over the past decade – and why are so many still struggling to come back?
That’s the subject of this presentation, which I’ve given several times over the past few years.

 

Names make news (2.0)

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reading paper_graur razvan ionut_freedigitalphotosTwo years out of college, as a young reporter for a business weekly in Upstate New York, I met the crusty old publisher of the Pacific Business News – a business journal in Honolulu. I didn’t like him much. I was idealistic and ready to change the world. I was living in the snow belt and learning how businesses work. ...

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Sales of digital content improve thanks to some new tools

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As digital readers improve the online reading experience, people seem to be getting more comfortable with the idea of paying for online content. With that progress, what publishers need now is an effective and easy way to accept payment for content – whether they want to offer content on a metered, per-use or subscription basis.

Amazon’s Kindle Fire has, perhaps broken a barrier with the easiest access to online magazine subscriptions I’ve seen. That’s the strength of the Fire: it’s an ...

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Advertisers will always go where the people are

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Alan Mutter, who calls himself the Newsosaur and whose opinions on the news business I deeply respect, points out that newspapers are now well into their sixth year of declines in advertising demand. In a recent blog post, he noted that annual newspaper sales hit $10.7 billion in 2006 – and now stand at $4.3 billion, about the same level as 1983. And they continue to drop.

While the drop in advertising isn’t new for newspapers, it hasn’t always ...

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The royal engagement and authenticity in the media

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Why do the breathless reports of Prince William’s engagement to Kate Middleton have such a negative impact on me?

I have no ill will toward the couple; they are charming, attractive and – considering the circumstances – appear humble and likeable. In England, where the royal family is some kind of national treasure, I might understand such over-the-top, second-to-second pursuit of each detail as they proceed toward a royal wedding.

But here in America, Will and Kate are not our own; interest ...

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How big is mobile computing? Really big.

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Mary Meeker of Morgan Stanley made the following presentation at a recent meeting of technology wizards and gurus. (Notably she got the name of the event wrong; it’s the CN Summit.)

There’s a breadth of information here, ranging from adoption of mobile technologies to the potential for mobile advertising to the investment outlook for companies in the business.

The big takeaway for me is how it underscores the increasingly reasonable-sounding claims that mobile computing will change how we think about computing; and, ...

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