Without focusing too much of this week’s news update on advertising, if you haven’t read Bill Mickey’s post, entitled “Are Ad Sales Becoming Strictly a Numbers Game?” on Folio: Magazine’s site, you should check it out. He points to a recent research survey conducted by Kantar Media and James G. Elliott Co. which shows purchasing ads has become less relational and more transactional. In this way it becomes more about the CPM than about positioning or circulation size. But where it starts to get really interesting is where Mickey pulls in that publishers need to look more to the strategic value of an ad, as well as the value of supplying branded content to a hungry audience. Read more about it here.
April 2nd, 2014 by Joy Beachy