Category > Digital
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CityLab: A Brand Doing Hyper-Local Content Right

Consolidation has forced major media to jump into the hyper-local fray. While regional news and content has business potential beyond the old model of classified ads, it presents a major challenge for large companies when it comes to connecting with, and understanding local cultures and folkways. Covering various topics usually…

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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…

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5 Lessons Learned From an App That Failed

We were enthused when Clammr launched last year. it was both an app and a tool for truncating and redistributing lengthy audio content. We were not alone. Apple chose it as one of the apps to include in its in-car CarPlay platform and as one of its best apps in…

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Magazine Video Explodes On Instagram: But Does It Need To?

Magazine brands have been some of the fastest-growing video publishers among major media on Instagram in the last year, and this is translating into substantial engagement. Social media analytics firm NewsWhip did the counting, comparing the top 30 publishers it tracks on the mobile social network to find that Sports…

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The Proliferation of Social Verticals, Explained

Today, as publishers increasingly look to lower overhead, it seems like every other week a new digital-only or social-only brand is being unveiled by a major consumer publisher. Most of these brands target Millennials, naturally, and the majority lean toward the female demographic. Last week, for instance, Time Inc. launched…

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An Unexpected Sector of Magazine Media Finds Twitter Mojo

While you wouldn’t know it from the preponderance of coverage, Twitter is not being powered exclusively by 6:00 a.m. posts and subsequent retorts and press pickups of the president. In fact, one of the things we noticed in May’s Social Media Boxscores is the striking growth in Twitter engagement for…

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How Two Companies Drive Engagement With Campaign Tracking

One of the most powerful tools publishers have at their disposal is the ability to track editorial online and on social through analytics. Based on the insights that brands glean through that data, they can increase audience size by adjusting their website strategies accordingly. Campaign tracking has changed significantly over…

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Bucking the Trend: Some Brands Find a Pulse in Print, Desktop

While many believe print is in a long, slow death spiral, magazine formats have not fully ceded to video hegemony or mobile monopolization just yet. As we’ve been reporting in our monthly analysis of the Magazine Media 360º Brand Audience Reports since its inception, both digital video and mobile web…

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Publishers Agree: Programmatic is an Overwhelming Growth Opportunity

Automate or go home. That was the clear message from more than a dozen major media executives polled and cited anonymously at a recent industry event. When asked about the greatest source of revenue expansion in the past year, publishers continue to cite programmatic advertising above just about every other…

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Making the Case for a ‘Social First’ Strategy

If you don’t count profits, market share, rate of expansion and an overwhelming stranglehold on the digital ad market, the duopoly has had a rough year. Facebook’s fake news woes and dodgy ad auditing have given advertisers some pause, even if it hasn’t stemmed the flow of media spend. Meanwhile,…