Tag Archives: publishing

Next to Now: Links for the Week’s News in Book-Relevant Ad Tech

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Links for the Week Ending March 20, 2015
March 13, 2015

Looking for the hottest thing in mobile? If you’re cool with $100 CPMs, Snapchat’s the way to go! Partner with CNN, ESPN, Cosmo, People, Food Network, Vice. Keep your eye on Snapchat (but keep your wallet close).

The video field is getting crowded. Who has the edge for mobile advertising going forward? Business Insider produced a good (pro- YouTube) breakdown on the differences between mobile advertising via YouTube, FB, and Vine.

It’s a supply and demand lesson: More advertisers going programmatic means programmatic prices are going up as supply goes down.

March 17, 2015

Programmatic advertising makes sense for book publishing—at least in certain cases. But it also represents great potential for fraud. ClickZ’s “6 Good Questions to Ask Your Programmatic Partner” are a good place to start any new relationship.

March 18, 2015

We like what the designer of the new Seattle Times site says about respecting reader experience—and how it’s good for advertising. For those of us who specialize in advertising things to read, that good sense goes double for us. Here is Mike Monteiro on “All the News Where It Needs to Fit.” (via @HawkThompson)

March 19, 2015

Podcasts: the perfect marriage between close attention, bookish demos, and mobile-friendly environment. Here’s eMarketer on growth in the podcast market.

This CJR report on Millennials and news has direct implications for the future of publishing. Pay attention to how the new generation is establishing its information gathering.

How do you sell a $60 dictionary in an online world?

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We are proud to be working with Houghton Mifflin Harcourt on their blockbuster marketing campaign to launch the 5th edition of their American Heritage Dictionary. How beautiful, comprehensive, and connected does a print dictionary have to be in this day and age to pay $60 for it? Just walk into a bookstore and pick one up, you’ll see.

We think this edition provides a great example of how to create the kind of print experience readers crave while also providing the connectivity they require. In publishing, as in advertising, you have to know your medium and know your audience.

Here’s a link to the New York Times article about the campaign and Verso’s role in it.