How The Economist’s new app tries to keep people from unsubscribing

To grow reader revenue, publishers are increasingly putting customers at the center of their organizations to drive subscriptions and retention.

For the past eight months, The Economist has worked to drive retention, as it’s cheaper to keep readers than to acquire new ones. Case in point is its new Economist app, which went live May 2 and is free to download, but requires a subscription to access articles. Continue reading “How The Economist’s new app tries to keep people from unsubscribing”

‘A massive scramble’: Candid thoughts of marketers on GDPR fallout

Data privacy and getting compliant in time for the General Data Protection Regulation was a hotly debated topic for marketers attending the Digiday Programmatic Marketing Summit Europe in Estoril, Portugal, this week.

With less than a month to go until the deadline for GDPR enforcement, uncertainty around who in the supply chain will be held responsible should regulators decide to prosecute remains top of mind. We’ve collected some of the main concerns that attendees talked about throughout the week — under condition of anonymity — to give a flavor of what execs across the digital ad industry are truly thinking. Continue reading “‘A massive scramble’: Candid thoughts of marketers on GDPR fallout”

‘We want publishers to think the unthinkable’: How Axel Springer is reducing its reliance on Google ad tech

Axel Springer is on a mission to cut down on its dependence on Google ad tech — and it’s making progress.

In January, the German digital media giant, owner of Business Insider, Bild and other titles, completed the shift from its former waterfall-based ad tech stack used with Google in favor of using AppNexus as its ad server, into which it can plug in a variety of demand partners (including Google). It’s a strategy it began last spring. The result: Programmatic revenues rose 10 percent compared to the same period last year, while eCPMs jumped 28 percent. The publisher won’t disclose what percentage of its digital ad revenue comes from programmatically bought ads. Continue reading “‘We want publishers to think the unthinkable’: How Axel Springer is reducing its reliance on Google ad tech”

Overheard at Advertising Week Europe: Platforms must deliver value instead of ‘just stealing stuff from us’

As another Advertising Week Europe ends, marketers, publishers and agencies are rethinking their relationships with the duopoly, with Google’s grip on the ad market loosening and the fallout from the Facebook-Cambridge Analytica scandal. Conference attendees stressed that the best relationships in marketing will be transparent and honest.

Here’s what was on executives’ minds at the conference: Continue reading “Overheard at Advertising Week Europe: Platforms must deliver value instead of ‘just stealing stuff from us’”

French media is in talks about collaborating on a unified login system

Concerns about the looming ePrivacy Regulation, not to mention fear of the duopoly, are prompting European publishers to collaborate on joint consumer login systems. So far, Germany and Portugal have led the charge. Now, it looks like France could join the fray.

Leading national newspapers Le Monde, Le Figaro and Le Parisien are among the publishers discussing the potential for implementing a common single login across their sites, through which users can be automatically authenticated each time they visit one of the publishers’ sites. Continue reading “French media is in talks about collaborating on a unified login system”

How GDPR could weaken, not strengthen, the duopoly

Consensus on whether Google and Facebook stand to win or lose as a result of Europe’s new data-privacy laws seems to be changing.

Popular opinion has been that the direct relationship Facebook and Google have with consumers will make it easy for them to obtain consent, and as such they will ultimately be at an advantage. But as the deadline for the General Data Protection Regulation‘s enforcement edges closer and the ePrivacy Regulation continues to loom, a different line of thinking is emerging: that Google and Facebook are also in for a thrashing, in the short term at least. Continue reading “How GDPR could weaken, not strengthen, the duopoly”

How the Guardian’s Instagram strategy is winning new readers

Like many publishers, the Guardian is using Instagram to cultivate a loyal, young audience that doesn’t visit its main digital products.

The publisher has steadily grown its following and has nearly 860,000 Instagram followers to date, up 57 percent from a year ago. More interesting yet, 60 percent of those who follow links to the Guardian’s site are new to the Guardian, according to the publisher. The plan is to encourage those followers to become regular readers of the Guardian’s site and apps and, in time, possibly even paying members. Continue reading “How the Guardian’s Instagram strategy is winning new readers”

How Swedish tabloid Aftonbladet reached 250,000 digital subscribers

Swedish national tabloid Aftonbladet has become one of Europe’s biggest digital-subscriptions success stories.

The newspaper, owned by Scandinavian media giant Schibsted, has amassed 250,000 digital subscribers (at $7-$12 a month) since launching its digital subscriptions program in 2003, a lofty figure given Sweden’s population of 10 million. Aftonbladet made 255 million Swedish krona ($32 million) in profit in 2017, driven by both advertising and subscriptions, according to its latest financials released last week. Continue reading “How Swedish tabloid Aftonbladet reached 250,000 digital subscribers”

With ePrivacy looming, German publishers scramble to get users logged in

The looming ePrivacy Regulation is creating a new battleground in Europe: the race to own consumer login systems, for better or worse.

When and how publishers arrive there depends on their business models and markets. But in Germany, the login strategy is a tactic many are adopting to ensure their business’ sustainability, should they have to abide by the proposed ePrivacy law and gain consumer consent for all cookie use. Continue reading “With ePrivacy looming, German publishers scramble to get users logged in”

Facebook to worried marketers: Get users to mark you as ‘see first’

Facebook may have told the world it is pushing brands out of its news feed, but it is giving them a workaround behind closed doors. Facebook is trying to appease advertisers that have voiced concerns by pointing them toward an existing “see first” feature in news-feed settings that Facebook claims could improve their organic reach. Continue reading “Facebook to worried marketers: Get users to mark you as ‘see first’”

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