Reading List: The Puzzling Value of a Like
Each day we provide a roundup of five stories from around the Web that our editors read and found noteworthy. Follow us on Twitter for updates throughout the day @digiday.
Maybe Just a Touch of Cord Cutting?: Comcast shed 165,000 video customers last quarter. Is that good or bad? Per Bloomberg, that number is actually less than projected. Comcast was supposed to lose 191,000. And it’s the fourth consecutive quarter that Comcast improved its numbers from the previous year. Thus, while nobody wants to lose any cable customers, 165,000 doesn’t seem like the start of a mass exodus of TV fans to Hulu, Netflix or whatever over-the-top service the TV industry has fear-mongered about. More likely, as reported in a New York Times piece earlier this week, Comcast’s losses are probably more economy driven than anything else. And when a company is weathering the current downturn by increasing revenue by 51 percent to $14.3 billion, cord-cutting panic hardly seems appropriate. Bloomberg — Mike Shields @digitalshields
NYT is Just Fine, Thank You: The New York Times’ paywall didn’t actually kill its digital future. The company is reporting that its circulation has tripled since it introduced in the spring. Although the slow death of print isn’t news, the fact that big-name content brands like the NYT and the WSJ are able to get consumers to pay for content that they are used to accessing for free may be a comfort for publishers debating the paywall leap. NYT –Carla Rover @carlarover
Taking Aim at P&A Budgets: Studio-marketing departments all over Hollywood are diving head first into the largely free social space and, increasingly, are sidestepping paid media to get there. Just last January Paramount spent more than $3 million for a “Transformers 3” Superbowl ad. The ad generated more than 37,000 tweets. But last month Disney chose to take its “Avengers” trailer directly to its Facebook fans, which resulted in more than 60,000 tweets. The move could be the beginning of a sea change for movie marketing. Business Insider— Anne Sherber @annesherber
‘I don’t think people know just how big our digital business is’: 5 questions with Meredith’s Catherine Levene
Levene takes the lead of a division that Meredith says reaches 95% of U.S. women across its entire portfolio.
‘A hybrid of entertainment and commerce’: How NTWRK made over $100,000 from selling goods via Snapchat
NTWRK believes opinionated content about exclusive and scarce products associated with celebrity creators can turn viewers into buyers.
‘Not something we think about’: Facebook News still a non-factor in publishers’ plans
Early attempts to measure the impact of Facebook News suggest that it typically accounts for a low, single-digit percentage of a story's traffic.
SponsoredWhy ad buyers (and sellers) need to pay more attention to viewer attention
By Yan Liu, CEO, TVision Like the proverbial tree falling in the forest, we all recognize that oftentimes the TV is on, but no one is in the room to hear or see it. And yet some ad buyers continue to rely on a metric that fails to account for this. To mix metaphors, buyers […]
How Forbes’ 30 Under 30 franchise has become a top selling point for the brand
The 30 Under 30 franchise has given Forbes another avenue to sell its advertising clients on cross-platform campaigns for top dollar.
‘Outside the four walls of a restaurant’: Why The Infatuation cooked up a marketplace model during the pandemic
The NYC-focused marketplace, which offers everything from private dinners to cooking classes, will be braided into the rest of the Infatuation's business next year.