Things are changing, that’s for sure. One major shift is that everyone is everyone else’s business. You have marketers that think they’re journalists, brands that act like publishers, and publishers trying to be agencies. It can seem like everyone wants to do something — anything! — other than what they’re doing.
Several advertising executives revealed their secret non-advertising dream jobs. Investment banker and ubiquitous PowerPoint slide maker Terence Kawaja, obviously feeling left out by all the fun alternative job talk, weighed in with his dream career.
But maybe different jobs aren’t all that different after all. After Percolate’s Kunur Patel argued marketers should give up on the idea of being journalists, one reader points out journalism is a business, too:
After all, it can be difficult to communicate across groups. We saw that as publishers gave their beef about agencies, most of the responses pertained to digital dealings. Edward Boches, chief innovation officer at Mullen, cried foul.
Relationships are, however, without a doubt hard. In the end, some decide they’re just not worth the trouble. That’s the case with brands that are moving their social strategy in-house rather than continue agency relationships. Ah, but the solo life is a hard one — and lonely to boot.
Content Marketing Strategist Joe Pulizzi explains that going it alone is a resource sink. It just doesn’t add up.
I believe the big challenge is not in developing compelling content for a media company…it’s the fact that the “agency” business is a completely different business model for a publisher. It requires heavy account management and client service that, sadly, most publishers simply don’t have. When I talk to publishers about the issue, we soon realize that they don’t have the current human resources to get these types of jobs done right.
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Publishers speak out on the state of the media business at the Digiday Publishing Summit
With the calendar flipping to spring, do publishers feel like the economic conditions are starting to thaw or do they expect the second quarter to be similarly frigid?
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How Forbes and The Daily Beast are consolidating diverse revenue streams to create the highest value audience
Forbes and The Daily Beast have shed the silo-model when it comes to how their revenue teams operate.
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How BuzzFeed’s Creator Score is grading the impact of its creator network
BuzzFeed's Creator Network is a primary focus in 2023 for the publisher, and its campaign grading tool is being used to prove out its ability to create successful ads.
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SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
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In graphic detail: Google’s Ads Safety Report shows suspect ad activities are on the rise
Google's ad transparency efforts detail how bad actors necessitate further investment.
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Media Briefing: Publishers share their biggest challenges and opportunities at the Digiday Publishing Summit
While Q1 ad revenue, sales cycles and payment windows appeared to be equally bad across the media industry, bright spots arose around consumer revenue streams, new tech experimentation and traffic patterns.
