Author > Steve Smith
Apple featured

Apple and You: A Publisher’s Cheat Sheet

Regardless of Apple’s dulling sheen in recent years, its evolution of iOS and smartphones remains relevant to all media companies. But don’t let the headlines coming from the widely viewed rollout this week ($1,000 iPhone X—Yikes!) distract you from the developments most material to publishers. Augmented reality? No Kidding. Apple…

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How Some Publishers are Beating the New Digital Lulls

For magazine media generally, the Magazine Media 360º Brand Audience Report for July shows continued contraction in desktop traffic (-14.4% versus the same period last year) that is now being joined by flattening or contraction in mobile web activity (-2.2%). It’s still hard to tell how real the mobile stasis…

The Economist featured

At 174, The Economist is Playing a Longer Social Game than You

The Economist’s Deputy Community Manager, Adam Smith, knows well enough that the 15-year-old Snapchatter reading the magazine’s latest Discover article on the prison system is not about to pull out a credit card and subscribe for $152/yr digital access. “But if we get into their media diet now, then they…

brand marketers

The Experience Economy Changes How Brand Marketers Think

Spending a week with over 70 brand marketers is a refreshing reminder that the basic needs of most advertisers remain pretty simple and unsurprising. They want more direct access to your audiences. But the complexity comes in the execution. People-based marketing represents the confluence of multiple forces. First, digital data…

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Data Suggest Mobile Usage Patterns Are Settling

As the Magazine Media 360º Brand Audience Report has shown all year, the migration from desktop to mobile has seen only modest growth rates. That movement, which we’ve tracked for several years, has been significant to major media in a number of ways beyond merely a shrinkage of the dominant…

paid media

How Politics Changed the Conversation About Paid Media

Among the many “facts”—alternative and otherwise—surrounding the presidency of Donald J. Trump, one is undeniable: He has been very good for mass consumer media despite his claims that the media is an “enemy of the people.” The New Yorker’s recent blockbuster interview with then incoming (now out the door) White…

podcasting featured

Numbers Don’t Lie: Social Media Versus Podcasting

47% This is the share of social news consumers who can correctly remember where they read a digital story in the last 48 hours. A new Reuters/Oxford University study followed up on actual social-media exposure and reading with a survey that found a little less than half of users who…

email campaign featured

Ol’ Reliable: Publishers Tap Into Email for New Areas of Growth

More than twenty years into the online media revolution, it turns out that the true killer digital tool was there from the beginning and continues to perform as this medium’s most important source of data and ROI—email. In a recent poll of marketers by the Direct Marketing Association, respondents reported…

Instagram Stories cover

Instagram Stories: A Compelling Opportunity for Magazine Media

It’s been about a year now since the Facebook-owned Instagram threw its weight around flagrantly by poaching from both the format and labeling of Snapchat Stories with Instagram Stories. Apparently, with scale comes a certain kind of shamelessness. Fast forward to summer 2017, and many publishers are loving Instagram’s sequential…

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The Biggest 'Players' In Digital Video Report Big Wins

It comes as no surprise that ESPN dominates the world of digital sports video. But there is a deeper story here than just TV-driven interest. May’s Magazine Media 360º Brand Audience report reveals that sports is the largest video category with 12.2 million monthly uniques tuning in. ESPN has a…