Email is 1) the strongest consumer connection on the internet short of a paid relationship, and 2) a fantastic way to deliver content and advertising, and 3) by far a bigger opportunity for publishers than social media because everyone has email…it’s required to register for social media.
Ad sales executives need to keep good negotiating practices in mind when the negotiation starts. When a client devotes time to an actual discussion of whether you can meet their price, it is a powerful signal your property is one of a few, not one of many choices.
As we should know from many other industries, when there is a lot of money available, very creative scams will be hatched. Recently Advertising Age ran this article explaining how more sophisticated scammers have developed technology that avoids bot blockers by appearing to be a human scrolling and interacting with a web page.
High quality content, and more and more of it, is your social media strategy. People share content, and comment on content via social media. No content, no sharing. Build your content first. Readers will share on their social media of choice. When Facebook declines they’ll share it on the next platform, be it Snapchat or Instagram or one we haven’t heard of yet.
Too often media companies feel pressed to ad in free pages or free digital impressions when that is really not different from lowering the price. Media companies would be far more successful with breaking those ties, assuming they have their media priced appropriately, by offering research.
Since traffic driven by postings to Facebook and Twitter tend to be one-and-done, why not capture the greatest revenue you can at the point of entry?