In today’s Signal: An emergent publishing world that’s all substance; Marissa Mayer’s life/work strategy and optimism; FMP — a harbinger of change?; Remington’s new content campaign; the re-imagination of data usage in the digital age; why Google’s SEM platform is, well, meh; Facebook Page owners’ woes; and more.
To the links …
Subcompact Publishing (Craig Mod) Craig Mod, an independent writer, publisher, and self-described technology optimist, has penned a fascinating piece on the use of simple tools and simple systems for digital publishing. He points to The Magazine, with its modern and very clean look and feel, as a great first example of a subcompact publication, citing how it utilizes Newsstand — “an existing under-leveraged tool — to indigenously and ingenuously deliver content.”
Marissa Mayer on God, Family and Yahoo (Fortune CNN) Yahoo’s chief, Marissa Mayer, channeled Vince Lombardi this week during her first public interview since taking on her new role. “I think that for me, it’s God, family and Yahoo—in that order,” she told reporters. Mayer spoke on Tuesday night at a Fortune Most Powerful Women event, an invitation-only dinner in Palo Alto, telling the crowd that she is optimistic about the future of the company.
Is the Direct Sales Force in Danger? (Digiday) In early November, Deanna Brown, our CEO here at Federated Media Publishing, announced a shift in FMP’s sales force for standard display ads in favor of its programmatic buying and native advertising businesses. The move suggested a foundational shift in the online advertising landscape, and plenty of folks had opinions about the decision. Today, they’re still talking — some to Digiday, who reached out to a few industry players on Thursday with a simple question: Is Federated Media’s move away from direct selling of standard display ads a harbinger of change or not?
Remington’s Content-as-Ads Approach (Digiday) For the launch of its newest hair-removal product, beauty brand Remington mixes display ads with content. The company used OneSpot technology to grab an RSS feed of the Remington Ready website and automatically turn each beauty and fashion article into a display ad, which is then placed on relevant publisher sites across the Web. But driving traffic is only the first step of Remington’s content campaign.
Why Digital Publishers Don’t Want to be Late to the Data Dance (The Makegood) Shelley Eleby, VP of Marketing Services at quadrantONE, explains why, in the world of big data, what’s old is new again, suggesting that we are experiencing a re-imagination of data usage in the digital age.
Google’s SEM Platform Is Mediocre, Which Is Fine … for Google (ATD) Bill Wise, CEO of marketing systems provider Mediaocean, asks and answers the question, If anyone should have figured out SEM, it should be Google — what’s going wrong?
Is it Time for Content Marketers to Abandon Facebook? (Copyblogger) As most people know by now, Facebook Page owners are being encouraged to pay to “Promote” posts to get a wider reach to the audiences they’ve built. For those with a really large Facebook audience, this can amount to big bucks. While social platforms are great tools for expanding your audience, there are a few things to keep in mind if you still want to use Facebook to promote your business.
And, speaking of Facebook…
Facebook Is Quietly Making a Killing With Ads That Pursue You (Wired) The Facebook Exchange ad-bidding network is shaking up the ad business and giving Google, long the undisputed leader in the so-called “retargeting business,” a run for its money. Even though Facebook has been careful not to publicly discuss the performance of the Exchange, it appears to already be helping to lift its stock.
AOL Has ‘Opportunity’ in Yahoo’s Exit from Media (CNET) Ross Levinsohn, who served as interim Yahoo chief executive before Marissa Mayer’s appointment, and Jon Miller, AOL’s former CEO, recently told attendees at a Business Insider conference in New York that Yahoo’s shift away from becoming a media company in favor of focusing on its core tech offerings could benefit AOL. “It creates an opportunity for AOL I haven’t seen for them in a number of years,” said Miller.
Study: Cord-Cutters and Cord-Nevers Will Soar to 17.2 Million U.S. Homes by 2017 (VideoNuze) New research from The Diffusion Group forecasts that the number of “pay-TV refugees” — U.S. homes subscribing to broadband, but not to pay-TV services — will increase 58%, from 10.9 million in 2012 to 17.2 million in 2017. Pay-TV refugees consist of both “cord-cutters” (homes that once subscribed to pay-TV, but no longer do) and “cord-nevers” (homes that have never subscribed to pay-TV).
Ben Silbermann, Pinterest Founder And CEO, Talks Criticism, Fears (Huffington Post) With nearly 27 million unique visitors in October, Pinterest is the third-largest source of referral traffic on the Web and has been valued at $1.5 billion. Its famously private CEO opened up about the biggest myths about success in Silicon Valley, the most unfair criticism of the site, copycats, his philosophy, and some of his scariest moments with Pinterest.
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