“Native advertising, the overladen vehicle upon which so many of publishers hopes now rest, faces the same challenges in an atomized content world. When working as intended, native advertising is commercial content intended to elicit the same user experience as the editorial content that surrounds…”Tagged: Facebook, The Present Of Media
“When habit is lost to the platforms, what remains is brand. The argument is that the attributes associated with the publisher create a spooky connection from a distance that causes each piece of content to influence the other. Formerly a comparatively weak force, brand now becomes of central…”Tagged: Facebook, The Present Of Media
“When monetization is handled by the platform, brand is quantified as the incremental reach (and thus revenue) that a piece of content can get by being published under that brand. Then it becomes about the math: If brand reach = 130 percent, and journalist cut = 45 percent, then publish under brand.…”Tagged: Facebook, The Present Of Media, The Future Of Media, Instant Articles
“I think everyone develops to what they measure and what is told to be valuable. If you are a recirculation company, you optimize for clicks, because a click is what makes me money—not necessarily what happens after the click. And that lends itself to the most clickbait stuff we can possibly do to…”Tagged: Advertising, strategy, Content, Publishing