As the content media landscape gets more and more crowded, social sharing alone, (sharing content links through social media) won’t push content enough to generate business value for many companies. Relying on social media only for sharing turns it into a numbers game. A lot of people have to be exposed to the content initially, which is harder to get without paying to show up. … [Read more...]
Media loves media
It’s been said, “media loves media”. By that I mean that often once you have received coverage in one media vehicle, you will often be called by another for a follow up story or slightly different take on a news angle. The reason behind this is simple: Reporters read and listen to each others stuff, and with increasingly squeezed editorial budgets, the repurposing of material … [Read more...]
Building media equity as an owner
Sometimes being a tenant can suck. Especially when your landlord ups the rent, changes the rules, announces a major renovation, or evicts you. Landlords have a lot of power, since they do after all own the place. You are simply paying the privilege of staying there. But it can appear mean spirited to have the rules of your tenancy change if you’ve been there a long time, have … [Read more...]
Pitching media in the age of native advertising and sponsored content
Two weeks ago I did an article on how the traditional published news landscape is changing with the emergence of online only news providers. I looked at how the readership and growth of online was shifting the way earned media was accessed, in particular how it all relates to native advertising and “pay to play editorial.” I have had lots of engagement both online and off over … [Read more...]
Earned media versus “going native” in the age of “snack and share” news
Knowing how to earn media, and how and when to “pay to play” in this new "snack and share" mobile news model, is going to be critically important for marketers and public relations people. This week I look at how things are changing, trends and numbers, what publishers look for in terms of sharable earned media content, and what native advertising actually is, and how it is … [Read more...]
