The news industry has a love-hate relationship with platforms, but for LinkedIn, that doesn’t need to be the case.
“We don’t want to burn newsrooms,” said Dan Roth, editor-in-chief at LinkedIn, in this week’s episode of the Digiday Podcast. “We know what it’s like to come from a publisher where you’re sweating out the dollars every single day. You can bring that perspective into the product. Editors get to be involved in product decisions. Editors are the voice of publishers.”
Roth, a former editor at Fortune, discusses LinkedIn’s relationship with publishers, its differentiation from other social platforms, video and more in the episode.
Edited highlights appear below:
LinkedIn is not a trap
“The strategic goal [for LinkedIn] is to keep people coming back and feeling like they’re getting something valuable. You look for a job occasionally. You are always looking for ways to get ahead. If you’re thinking about economic opportunity, you come to LinkedIn every day to build you own voice or learn what’s happening in the world. The key is not to trap them in LinkedIn. It’s not about getting people to spend all their time on LinkedIn all day long.”
LinkedIn is not competition
“Everyone is competing for people’s time and attention. We are a competitor as much as “Candy Crush.” But we are not a competitor in that we send massive amounts of traffic to publishers. We do want people to publish original content on LinkedIn, but not the original articles. Invest in your reporters and editors who come in and talk about the story behind the story.”
LinkedIn is for normal people
“Twitter is an amazing place for journalists. LinkedIn is an amazing place for everyone else. Accountants and doctors are not on Twitter, but they use content on LinkedIn. One of the ways they use LinkedIn content is to connect. They send a story in their feed to people as an ice breaker. It’s [also] not a cynical platform. People think they have something to gain from this information, and they have a chance at climbing the ladder.”
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?