Identity Crisis — Does Print Need to Die for Online to Flourish?
The bias against printing has a technological basis and some business rationale, but are we underserving our role as “content marketers” by shutting down this option out of hand?
This One Doesn’t Scale — One Big Reason Why Online Advertising Is Comparatively Limited
Online advertising fails to match print advertising in its scalability, slowing the transition to online for major journals and capping the potential for online subscription prices to be offset in a manner similar to print’s legacy business.
Putting Freemium Marketing into Context
This is a slide presentation on freemium marketing, which was delivered at the 2013 SSP conference. The key argument is that freemium marketing is a form of product sampling, which must be integrated into the overall marketing plan.
The Demand for Convenience — Attention Scarcity Reverses the Equations of Publishing
Convenience is a major driver of content usage. But what other changes are afoot that feed into this amorphous concept of “convenience”?
Slicing and Dicing — Do Distinctions Between Users' Technologies Make Sense Anymore?
Does thinking about technology as something new and different gerrymander strategies and initiatives in unhelpful ways? Maybe we need to accept that the future has arrived for our users.
Lessons for Publishers: Listen, Learn, and Experiment
In less than a minute, essential advice for survival today and success tomorrow.
Will Ad Targeting Lead to a Lesson in Moderation?
Targeting ads isn’t logically sustainable. But will the direct marketing mindset concede its limits in the advertising age?
Online Advertising — Are Publishers Squandering the Opportunity?
Image via Wikipedia Jim Spanfeller, who is leaving his role of CEO of Forbes.com, recently wrote a provocative piece about online advertising entitled, “Publishers Are Killing Web Advertising’s Potential With Misguided Pricing.” His compelling complaints have to do with publishers […]