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Posts Tagged ‘Marketing and Advertising’

Evan Ratliff, near his offices in Brooklyn, runs The Atavist Magazine, which last month shut off its app and decided to publish only on the web. Credit Benjamin Norman for The New York Times

Publishers Straddle the Apple-Google, App-Web Divide By KATIE BENNER and CONOR DOUGHERTY OCT. 18, 2015

Apple wants mobile devices to be filled with apps. Google supports a world where people browse the web for most things. Now websites are increasingly caught in the middle of those competing visions. Consider The Atavist Magazine, an online publication run by Evan Ratliff. To attract the broadest audience possible, Mr. Ratliff said he felt pressure to do everything twice: once for the web and once for the magazine’s app. But maintaining a website and getting readers for it while also building an audience of iPhone users with an app took time — too much time, Mr. Ratliff said. So last month, The Atavist shut down its app and decided to publish only on the web. “Getting someone to download an app is way harder than targeting them and sending them stories through social media,” said Mr. Ratliff, co-founder of the magazine. The decision was difficult because The Atavist’s app had a following, and it is “hard to give up any audience once you have it,” he said. But in the end, the app’s limitations were too great, he said.

Source: Publishers Straddle the Apple-Google, App-Web Divide – The New York Times

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We’ve known for a while that Google (Nasdaq: GOOG��) has a sense of humor. The company’s April Fool’s jokes have become about as legendary as our own. But timing? The company that kept Gmail in beta for years and released the Honeycomb tablet operating system before it was ready to make a serious run at the iPad has never been known for timing.

That may finally be changing. Last week, just as the fall TV season was starting to gather steam, the Big G announced plans that could disrupt every major cable and satellite provider, and possibly some of the big studios as well.

A better YouTube

Specifically, the search specialist said in a blog post that it is planning upwards of 100 new channels for broadcasting original content across a variety of categories. The Wall Street Journal subsequently cited anonymous sources who say Google has committed roughly $100 million in advance payments to create the channels.

Several A-list stars are involved, the Journal says, including Madonna, Jay-Z, Two And a Half Men star Ashton Kutcher, Rainn Wilson of The Office, and Sofia Vergara of Modern Family. Each channel will feature its own programming lineup to be broadcast exclusively on YouTube for 18 months. Producers are to take in 55% of ad revenue after Google recoups upfront payments, the Journal reported.

via Say Hello to Hollywood’s New Serial Killer (AAPL, CBS, CMCSA, DISH, DTV, GOOG).

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Another reason, local will win the day on the web.

 

 

 

Walmart is launching a Facebook app that customizes marketing for each of its nearly 3,600 U.S. stores, allowing tailored communications about local deals, events or limited-distribution products.Eventually, Walmart also hopes to use the My Local Walmart app to grow its site-to-store e-commerce program and evolve it into an individualized marketing program, said Stephen Quinn, chief marketing officer for Walmart U.S., in a telephone press conference.Stephen QuinnRELATED STORIESTargets Site Plagued by Glitches, Friction Between Marketing and Tech TeamsSix Weeks After Launch, Consumers Are Frustrated; Retailer Plans UpdatesBut for now, the focus is “to allow us to make our stores relevant locally at scale,” he said.He declined to disclose financial considerations or exactly how Walmart will promote the app, but he said it would likely draw on the giant retailers traditional media mix, including in stores. He also said the partnership includes an unspecified amount of advertising with Facebook.The deal brings together two of the biggest institutions in U.S. marketing — Walmart, which gets about 150 million shoppers monthly, and Facebook, with 165 million U.S. users.

via Walmart Goes Local on Facebook With Store-Level Messaging | Digital – Advertising Age.

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Great info graphic that uses live data.

The Internet is a strange, huge beast. It is getting bigger, faster and more mobile each day. Ferocious social networks fight each other to be on top and gain more of our attention and personal information. An entire economy is generated from our browsing habits.This is the face of the Internet now.

via State Of The Internet 2011.

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This is a great article that explores the roles and value of digital media types.

How Social Media Is Changing Paid, Earned & Owned Media.

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