Marketing

Exclusives

Special Reports

  • Daily Deals: Local media companies are turning to white-label platform providers so that they can build their own brand in the marketplace and potentially make more money.
  • State of the Industry 2010: Everybody wants Local Online Advertising these days, but the leading analysts don't see eye to eye on how big the market is.
  • Local Mobile Ads 2010: Traditional media of all stripes call mobile a "must" for their future, and are trying a wide range of strategies to move there
  • Marketplaces 2010: Finding strategies for local mobile, search and deals.

Industry Calendar

February 2012
Mo
We
27-29
March 2012
Tu
Th
13-15
American Cable Association
ACA’s 19th Annual Summit
Washington, D.C., DC
April 2012
Fr
13
National Association of Broadcasters
NABShow
Las Vegas, NV
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Advertisers' Free Ride May End On Facebook
The Wall Street Journal, Feb 3, 2012, 3:01 PM EST
For years, many advertisers simply set up shop for free on Facebook, displaying their brands to users who "liked" them. But the social network wants advertisers to stop relying on free marketing and start spending on ads. Link | Add comment
Seeing Super Bowl Ads Before The Coin Toss
The New York Times, Feb 3, 2012, 12:05 PM EST
Advertisers placed many Super Bowl spots on YouTube or social media well ahead of the game, hoping to start a conversation and generate follow-up interest. Link | Add comment
SecondScreen Syncs TV Ads, Mobile Apps
AppMarket.tv, Feb 2, 2012, 4:16 PM EST
Subway Sponsors Mobile Game For Bowl Viewers
Mobile Marketer, Feb 2, 2012, 4:02 PM EST
Google Mobile Search Ads Doubled In 2011
TechCrunch, Feb 2, 2012, 12:40 PM EST
In December 2011, mobile search ad request volume for the Internet giant was more than twice as high as it was in December 2010, according to Surojit Chatterjee, Google’s lead product manager for mobile search ads. Link | Add comment
Study: Local Online Ad Outlook Strong
Street Fight, Feb 2, 2012, 12:40 PM EST
Marketers are becoming bullish about their current and future investment in local advertising, particularly in local online media, according to a study released earlier this week by GMSLocal. Link | Add comment
Netflix, WashPo Bought $8M In Facebook Ads
The Wall Street Journal, Feb 2, 2012, 8:28 AM EST
The Washington Post last year bought $4.2 million in Facebook advertising — and $9.6 million over the past three years — and Netflix purchased $3.8 million in ads on the social network in 2011. Link | Add comment
Digital DMAs
Digital Splits Spur Creativity In San Antonio
NetNewsCheck, Feb 1, 2012, 5:04 PM EST
Break-ups in the Web partnerships of some of the Alamo City's traditional media players have produced three of San Antonio’s top digital outlets. The splits have also sparked some creative social and mobile efforts around San Antonio's music scene and beloved Spurs basketball team. Full Story | Add comment
Super Bowl Advertisers Eye Second Screens
Associated Press, Feb 1, 2012, 11:09 AM EST
Advertisers during this weekend's Super Bowl XLVI will target smartphone and tablet owners who use the devices to post on social networks and do other tasks while watching the game. Full Story | Add comment
Hulu Returns To Super Bowl Ad Lineup
The New York Times, Feb 1, 2012, 8:12 AM EST
Five days before Super Bowl XLVI, the lineup of advertisers is being firmed up with the news on Tuesday that the video-streaming site Hulu will be buying commercial time. Link | Add comment
Wash. Targets Backpage Over Sex Ads
CBSNews.com, Jan 31, 2012, 2:51 PM EST
Washington state lawmakers are hearing requests to clamp down on classified-advertising companies that don't require ID, before allowing sex-related ads to be posted online. Link | Add comment
Shazam To Power Up To Third Of Super Bowl Ads
Lost Remote, Jan 30, 2012, 8:19 AM EST
News Corp.'s IGN Doubles Down On YouTube
Advertising Age, Jan 30, 2012, 8:15 AM EST
News Corp. video-game website IGN on Tuesday is launching a new YouTube channel called START. The well-funded channel hopes to draw TV ad dollars to Web video. Link | Add comment
Commentary
Problem With Seperate Digital Sales Teams
Mel Taylor Media, Jan 27, 2012, 3:48 PM EST
Mel Taylor on the problems with the strategy of hiring a separate digital sales staff: "This strategy is not only a money loser, but it’s a massive time suck too. Newspapers waste precious resources on trying to make this work, while pure-plays like Reach Local, Google and the Yellow Pages actively steal local dollars right from under [their noses]." Link | Add comment
Coke Integrates Live-Stream, Social For Super Bowl
MediaPost, Jan 27, 2012, 7:35 AM EST
Media Buyers:
Plenty Of Ads Left For Streaming Super Bowl
PaidContent, Jan 26, 2012, 4:46 PM EST
While some advertisers have bought into digital packages for the Super Bowl's first live video presentation on personal computers, tablets and mobile phones, many have not shown the same enthusiasm for the live stream as for the TV broadcast. Link | Add comment
PQ Media Forecast
Mobile Media Spending To Hit $55b In 2012
MediaPost, Jan 26, 2012, 2:41 PM EST
Fueled by new technologies and rapid device adoption, total U.S. spending on mobile media is expected to grow 30% this year to $55 billion, according to a new forecast from market research firm PQ Media. Link | Add comment
Ad Mobile Codes Proliferate In Magazines
MediaPost, Jan 26, 2012, 8:37 AM EST
MagnaGlobal forecast
Mobile, Web Vid Are Double-Digit Ad Drivers
MediaPost, Jan 26, 2012, 7:53 AM EST
Online ad revenue is expected to rise nearly 11%, driven by three key digital areas, including paid search (up 12.6%), online video (up 22.4%), and mobile (up 44.2%), according to MagnaGlobal. Link | Add comment
Mobile Usage Soars For Net, Ads To Hit $2.6B
MediaPost, Jan 25, 2012, 3:36 PM EST
The growth of tablet and smartphone use has caused and explosion in mobile usage of the Internet, according to eMarketer. The research firm also predicted mobile ad spending to rise 80% to $2.61 billion in 2012. Link | Add comment
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Classifieds

The Market

Symbol Last Change (%)
Nasdaq 2905.66 +45.98 (+1.61%)
NYSE 8060.43 +115.00 (+1.45%)
S&P 500 1344.90 +19.36 (+1.46%)
Updated 02/04 9:36 ET Quotes delayed at least 20 mins.
Source: Financial Content
Opinions
Features
Ideas
  • For Future Of News, Killer App Is Credibility

    Robert Hernandez, an assistant professor of professional practice in journalism at USC Annenberg: "With technology empowering everyone with the ability to create and to distribute, I predict — and wish — that in 2012 the new dominating factor will be Credibility. Actually, earned Credibility."

  • Layoffs, Cutbacks Lead To News Deserts

    Tom Stites: "Desertification is on the march, claiming more and more communities as newspapers continue to wither and few Web efforts manage to replace more than a fraction of the original reporting that newspapers have abandoned."

  • Moneyball: Fixing Newspaper Web Sales

    Mel Taylor: "Today's Newspaper industry is like that once great, but now struggling baseball team playing on a new, hyper-competitive field called the Internet. The veteran print team is stuck in a rut using the same, tired strategy that did serve them well for years, but no longer. Today, they get trounced by those with more money and muscle."

  • You Should Only Work This Hard If You Own The Business

    Howard Owens, digital media pioneer and author of HowardOwens.com, writes on Patch editors: "But here’s the thing about the work load for Patch editors: They’re not owners. They are expected to do all of the things they would have to do if they owned their own web sites, but merely in service of building wealth for AOL shareholders. Sure, work hard and keep your job is a nice benefit, and as a former corporate employee I think employees have an ethical obligation to help build shareholder value. That’s what they’re paid to do. ... However, if what we’re hearing is true about the Patch workload, I can only ask: Why are you doing it?"

  • The Metric For Missed Expectations

    Matthew Shanahan: "Here’s the problem: [Click-through rates don't] take into account audience engagement, not to mention the fact that other advertisers are competing for the click-through on the same page."

  • Debate Over Naming Commenters Rages On

    Eric Pfanner on real-name commenting policies: "The complications are enormous. Even self-contained Internet services like Facebook have had difficulty enforcing 'real name' systems. To achieve this on the borderless Internet would be impossible."

  • Communities Lose Out When Papers Close

    Author Ken Doctor on MediaNews Group's decision to consolidate its Bay Area newspapers: "It isn’t simply the sad loss of middle-class journalism jobs, as lamentable as that is, just as so many other good jobs that have disappeared in recent years. It’s a community loss, and points to the wider impact of news cuts on the society in which we live. That’s often forgotten as we focus too narrow on industry loss."

  • Why AOL Should Double Down On Patch

    Maxwell Wessel, member of Harvard Business School think tank Forum for Growth, on AOL's Patch: "Patch is AOL's last, best chance to build a growth engine. Investors shouldn't be calling for AOL to back off the business. They should be calling for AOL to double down ... by increasing commitment."

  • News Orgs Should Use Innovation As A Tool

    Frédéric Filloux: "News organizations ... should view innovation as their main weapon against direct competitors and emerging players such as tech startups."

  • View More Opinion & Commentary

     

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