Thursday, 24 July 2014

Press Advertising - The Pied Piper of Digital

There is a lot being shouted about in the world of press and magazine media at the moment.

It seems the old mammoth of the advertising world is not finished just yet.

As online magazines continue to grow, they also continue to be inspired by the old model, with publishers hiring experienced journalists to write about topics that are usually the domain of our favourite weekly glossy mags.
Press advertising - the benefits
Press advertising

Topics such as travel, beauty, health and food are all getting more dedicated airtime in the digital sphere.

Digital publishers are creating equity in their products by positioning them as magazines. Applying the age-old term gives advertisers a reassuring nudge.

It reminds them that despite the digital medium, online magazines are driven by high-quality, editorial content; read by real audiences, invested in the content they choose to read. There is a tangible connection between readers and revenue.

Much like, yes, you guessed it - traditional print magazines.

The benefits of magazine advertising

So what’s the appeal? Why are digital publishers – in a time of technological change and endless possibilities still referring to traditional methods of doing things?

Well, firstly, the word ‘magazine’, as mentioned before is loaded with positive connotations for advertisers and publishers alike. It is suggestive of value to an advertiser, it promises storytelling and personality.

The traditional formats also have a loyal and trusted following. And, it is this sense of legacy and history on their side that they can wield at advertisers. Their buying and selling rates have been in place for a long time and this is where they maintain value in the product – regardless of how fast and ruthless the digital revolution becomes.

What’s more – the experience offered up by reading magazines remains unique. The medium requires people to concentrate in a way like no other; it’s different to watching screens, entirely more absorbing, and this is another USP of press advertising.

In the face of their rapid decline, print magazines still maintain a wide, broad audience and advertisers know this. This huge-reach is what businesses and brands need to keep in mind when considering where to advertise a campaign.

It might be easy to dismiss print press straight-up. Especially with all the hurried and breathless talk of digital being the go-to place for your marketing and advertising needs. And of course, it certainly is, even if the fragmented nature of online audiences is still being pieced together to make it a more cohesive medium in which to promote your business.

Just remember this: you’d do well to look into the benefits that are to be gained from print advertising.

So, in conclusion, digital may have won the battle, but print is winning the war where reliable and consistent revenue is concerned. 

Find out more about press and magazine media advertising.

Thursday, 10 July 2014

Where Should You Put Your Adverts Online?

If you’ve got a business, you probably want to advertise it to millions. But, do you ever feel like you’re missing a trick? 

Advertising on mobiles is the go-to medium at the moment, it’s interactive, it can target you audience like no other and as you’ve probably noticed, it’s right there in the hands of your audience.


Digital publishers and online adverts
Digital publishers - Effective place for adverts

But where do you advertise on a mobile, exactly? The choice is endless and so this should help you out a little ... we reckon you can't go wrong with news publishers.

If advertisers ever needed more convincing about the benefits of advertising on news and publisher websites, here it is.

The Telegraph online hit record viewing figures last month as 79 million people visited the site online and on their mobiles.

The growth included audiences viewing videos on telegraph.co.uk, with the number rising from 80% since last year. News and entertainment featuring journalists and well-known columnists are among those being viewed the most.

The growth can be seen across all age groups with half of the newspapers digital audience now under age 45. This is largely thanks to Facebook where the Telegraph has 1.5 million followers. This is up from just 594,000 in January.

“The latest numbers prove out our belief that the Telegraph is well-positioned for the future by marrying our core strength – distinctive journalism – with access to that journalism on every platform used by contemporary audiences,” said Editor-in-Chief, Jason Seiken.

Month-on –month, the publishing company also saw traffic from Facebook to telegraph.co.uk increased 79%.

The substantial growth comes after a major refocus on to digital products from the parent company, Telegraph Media Group.

If you’ve got a campaign and you’ve been thinking of advertising online but don’t know where exactly, let us help you choose the right publishers for your advertising.

Mobile advertising allows businesses to connect with their audience in ways that other formats cannot and your business could be just a few clicks away from a world of digital customers.

Find out more about digital publishing

Discover the world of press media

Tuesday, 1 July 2014

5 Ads That Prove Press Advertising Has Still Got It

There are lot of facts and figures that have been floating around recently, highlighting the demise of press ad spend. Whilst it's true that this traditional medium is being overtaken by others - notably digital, there's no denying the impact that a great print advert can have on audiences and consumers. Done right, and this format can be one of the most powerful out there. 

Get some inspiration from these crackers...


McDonalds
Know the feeling?! A sequence of ads playing on fragile and delicate morning moods, and how McDonalds can help.



National Geographic Kids
This thought provoking ad asks readers to 'make room for nature' in a world where child's play is increasingly dominated by technology and gaming.


Jeep
Extremely simple but bound to get engagement, Jeep's series of ads advertise their free-roaming ethos by inviting you to 'see what you want to see.' 


French Ministry of Health.
Sorry, you might never look at ice cream the same way again. But you've got to admit, it's certainly an attention-grabber. Created to highlight the problem of rising obesity levels in children, this creative certainly packs a punch. 


Wacom - Bamboo
Another simple yet effective creative, this 'Creativity has no boundaries' campaign uses colour and minimal text to advertise Wacom's Bamboo design tablet - and all its capabilities.




For more on press advertising, visit our specialist division - Press Mag Media.


Wednesday, 18 June 2014

UK press advert revenue set to fall below £1 billion in 2014

According to a new industry report, national newspaper advertising will fall below £1 billion for the first time in 2014.

Despite total ad spend projections increasing by 5.4% due to the hiked up spending during the football World Cup, this will not happen with national papers.
Print Ad Revenue Falls Below £1 Billion in 2014
Brazil World Cup 2014

Digital advertising remains the primary source of growth for the UK ad market, accounting for nearly £1 in every £2 spent by advertisers in 2014.

The latest forecast predicted by GroupM compares with the regional newspaper market which dropped last year and faces a further decline of 8.3% to £905million this year.

Futures director at GroupM, Adam Smith said,

"Advertisers are using less volume per campaign in print, but more digital [newspaper advertising] where quality and reach are improving. In most cases this is not enough however to replace lost press ad revenue."

As usual, this is all good news for the world of digital advertising.

GroupM’s forecast states that digital will account for nearly 50% of UK advertising spend in 2014. 

The shift over to mobile is fuelling this growth, accounting for 19% of online display and search advertising last year. This proportion is expected to grow to 35% next year.

"Advertising is following the audience onto handsets and tablets," said Smith.

Find out more information on advertising your campaign in newspapers.

Discover how you can advertise your brand or business with digital advertising.

Or contact us to discuss your business.

Wednesday, 21 May 2014

How To Convert Your Print Reader Into An Online Buyer

As readers continue to move away from print magazines and newspapers for the free and easily accessible online world - so fast you’d think the plague was coming - the future of print publications has been unclear for a while.

Digital publishing has long since toppled traditional media, and as statements like ‘content is king’ sink into the psyche of marketers and publishers alike, the same frameworks and methods could start to be used offline. If traditional offline media is to escape the shadow of its all-conquering and bullish, digital little brother, it must adapt.

With the cover price of publications failing to grow or decrease across the board, the future of print for a long time has looked destined to be funded by advertisers and commercial investors.

This is bad news for editors and journalists who might be lumped in with, and cast into the murky world of content.

Although this may undermine job titles and roles, the most qualified of them will always be more vital to the publishing industry than bloggers and self-styled 'content gurus'. Even if now, they essentially share the same stage.

On the flipside, the decline in print media and the huge shift in revenue streams because of this, is good news for folks with advertising campaigns.

As editorial and advertorial blur into each other under the guise of content, maintaining brand credibility and connecting with your audience can be easier than ever. The operative word here being 'can', because if the content is poor, it won't convert.

More important to remember, is that the customer comes to a publication as a reader. The content has to deliver on this; it must hit the high levels of informative journalism that the best titles in traditional print media have always aspired to.

But, an industry that once put the reader first is now realising it must resemble the digital world it has been overthrown by, if it is to stay in business.

So if content marketing is now king - the golden ticket for marketers and advertisers, it means advertorial can successfully masquerade as editorial. They’re welcome to the party but only if they follow the dress code; whether online or offline, content must inform, engage and entertain - as traditional publishing has always claimed to do.

What next?

Turning your reader into a customer (and then hopefully a buyer) is the aim of the game. And so advertisers need to ensure that their branded content functions in several ways.
  • Firstly it should inform and entertain. In doing this successfully, the reader should then be persuaded to follow you down the path, and along to the next stage. Preferably you can get them online.
  • Here, depending on your brand or product, the above reader, can now be positioned as a potential customer.
  • Your customer is in your shop. And the best thing about online is that you can create interesting content aimed to help and advise them on making a purchasing decision.
  • If your customer feels well informed, and finds your proposition to be trustworthy…
  • If they feel it provides a reward, satisfies a desire or need…
Then Bingo!

You've converted a reader into a buyer in just a few simple steps from your print campaign.

Find out more information about press and print media

Got a campaign? We can plan and arrange your press and magazine media for your business

Give us a call for a chat about your business on 0845 485 2492

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Thursday, 8 May 2014

News Corp Falls In Richest Company Rankings

The media company, News Corporation has dropped nine places to twelfth in the ZenithOptimedia’s list of top 30 media companies ranked by revenue.

The list includes ad revenue and all other revenue that supports advertising, such as television subscriptions, newspaper publishing, social media and internet search.


Disney is in third place, behind the American broadcaster DirecTV and first-placed Google.

News Corporation, number three, last year split into two businesses in June 2013 to separate its TV and film business from the publishing division.

The company divided into 21st Century Fox - which now ranks as the fourth biggest media company and is one place behind Disney - and News Corp, which manages the publishing business and includes The Times and The Sun in the UK.

In a similar move, Time Inc aims to separate its publishing business this year. The report from ZenithOptimedia predicts that Time Warner will stay at sixth position in next year’s report, despite not having its magazine business.

Google is at the top of the table while the media company DirecTV came in second place. The internet company’s revenues are 47% bigger than those of DirecTV. This gap has widened from 39% in last year’s report.

Google’s huge growth has been attributed to its rise in search from smartphones and tablets.

Find out more about advertising in newspapers and magazines

Friday, 11 April 2014

Digital publishers - wanna make more money?

 Newspapers in the UK have begun to use technology on their websites that turns photos into ‘clickable’ virtual shops.


The ecommerce system from Finnish company, Kiosked gives publishers a new source of income by embedding advertising into related photos across the website.

Kiosked technology for UK press
The technology works by scanning the content of a page and deciding on the most relevant advert to display. When a reader loads a new page the images on that page are overlay with images of products that the user may be interested in.

So for example, an online article on The Telegraph website featuring an image of a footballer would be overlaid with a Kiosked icon suggesting how you could buy the players replica kit. Or even tickets to a match. 

Co-founder of Kiosked, Micke Paqvalén said that it is a very powerful way for publishers to monetise their content online.

Mr Paqvalén said that The Guardian and The Huffington Post, among others, were planning to start trialling the technology. He continued by saying that he wanted the company to only offer relevant products to online consumers and ‘a useful, curated service’.

The advent of this technology is good news for publishers as online and digital platforms continue to surpass traditional press as the medium of choice for news and content. It has created another way for them to make money from online media. Currently, traditional website adverts have failed to generate much revenue.

Publishers who plan to use Kiosked intend to use the technology only with specific sections of their websites such as the entertainment and sports pages, rather than with main news stories.

Find out more information on press advertising.