Month: December 2021

The Media Minute 12.22.21

‘Tis the season for making a list and checking it twice, so to ensure you know how to tell if an email address is valid as well as how to avoid invalid email addresses, Mirabel’s Marketing Manager will discuss the difference between invalid and valid email addresses. We’ll also list email verification tools that you can use to grow a healthy email list for future marketing campaigns.

In last year’s report, I wrote: The big players got bigger and stronger. The small ones continued to struggle. The first part is very much true for subscriptions and membership in 2021. But the second got better – even smaller publishers in Europe found recipes to grow reader revenue. We also got some deeper insights thanks to the reports published throughout the year.

Paradigm shifts rarely announce themselves in advance. This is what makes the current moment so unique: It’s known that third-party data, the lifeblood of Web 2.0, is on the way out.  Google’s cookie ban is imminent, and regulators are cracking down. The way forward will be first-party data gathered directly from customers and consumers. Acting on that knowledge in the waning days of third-party data has become essential: In a recent poll, 88% of marketers said first-party data collection was a priority for 2021.

Social media platforms continue to evolve, and so do the perspectives of users who continue to find new ways to satisfy their needs for both entertainment and connection. This blog post will explain the increasing shift to video content in publishing and explore some examples of publications that have proven to be experts at connecting with audiences through video.

The Media Minute 12.8.21

Unlike mass campaigns, an automatic email is sent after a user reaches a trigger on your website. It’s a strategy to reach the right audience with the right message at the right time—without doing it individually every time. It’s done by linking website analytics with your email marketing platform and targets users based on web behavior, preferences, and previous sales.

The endgame for publishers is wrapped up in a belief in the email newsletter’s superpower: building direct relationships with readers. With platform dreams dead in the dust, publishers are leveraging the intimacy of the inbox to connect with individuals, build media habits, drive traffic and in some instances monetize relationships.

The latest global ad revenue forecast from WPP’s GroupM is out — and if it’s accurate, media is going to have a pretty great 2022. Brian Wieser, GroupM’s global president of business intelligence, and a longtime prognosticator of media fortunes, revised his 2021 global ad revenue forecasts upward from 19.2 percent growth back in June to 22.5 percent. Wieser also bumped up his 2022 ad revenue forecast from 8.8 percent back in June to 9.7 percent. Both numbers exclude U.S. political advertising.

That opportunity brought along digital tools and techniques now considered essential for many to conduct business, but renewed privacy concerns are inviting not only deeper, scrutinizing looks at those techniques, but sweeping changes by tech companies who essentially hold the keys to the toolbox. In this blog, we’ll look at some of the modern, more common tracking practices, the takeaway if these techniques are ultimately taken away, and what those working in the publishing industry can do to craft and execute even more effective outreach plans in their wake.

The Media Minute 12.1.21

Anyone who’s ever created content marketing collateral knows to include internal and external links. This digital marketing best practice is in place because it lifts your content in search engine rankings. If you’re looking to improve your link-building strategy, take a look at how to create backlinks to your site, examples of a backlink, and more from Mirabel’s Marketing Manager.

A lack of clarity around how blockchain technology can be deployed in publishing has stopped most publishers from experimenting with it. The majority of the publishers in a recent survey said that blockchain has the potential to transform news media but less than 10% have incorporated it into their strategy. Blockchain was developed as the infrastructure to support cryptocurrencies like Bitcoin, but it is now being used in many other applications, from music royalties to voter registration.

In the absence of links to original sources, the significant impact on publishers’ traffic, and the associated revenues, are irrefutable. That’s the view of publishers in the U.K. who have come together via trade body the Association of Online Publishers (AOP) to back a standardized way to cite sources. The protocol revolves around an email process whereby those publishers who have registered for it are able to contact other publishers who have not cited exclusive content they’ve produced so that it can be updated.

If you’re a magazine publisher, chances are you are constantly coming up with creative ways to make additional revenue. Chances are you have considered hosting an event. Hosting events is a way to supplement magazine advertising revenue. Additionally, events can increase your brand awareness and gain customer responses on how to improve your product. Events are costly but can reap huge benefits for both your magazine and your advertisers.