But the company’s had success fighting back against ad blockers thanks to a tough-love approach. In January, when the company blocked people from accessing content on its U.S. sites unless they turned off their ad blockers, 38 per cent of visitors whitelisted its consumer sites (and 37 per cent on B2B sites).
It’s also emphasized messaging that explains that advertising supports IDG’s ability to deliver content.
“We’re trying lot of things to say to our readers, ‘We want you to get this content to you so you can do your jobs better’,” IDG CEO Mike Friedenberg said. “If we ask them over time, we’ll educate them.”
IDG has thought about charging for site access, but it sees limited opportunity, particularly in the U.S. It has seen success with asking people to register, though. A few years ago, it launched its Insider program on its B2B sites, which effectively charges the price of an email for premium content. Five years after launching the program, IDG has collected 500,000 emails — a database it can charge advertisers to use if they want to target prospective customers. “That’s working extremely well — that’s the equivalent of us getting them to swipe a credit card,” Friedenberg said of Insider.
Dylan Jones, editor of British GQ and editor-in-chief of GQ Style today announced a number of new hires, a further investment for continued high-end agenda-setting journalism and fashion coverage as the magazine prepares to enter its 30th anniversary year. Appointments include a significant number to the fashion team as well as additions to the political line up.12th Dec 2017 Industry News
Hola! USA has officially named Miguel Sirgado editor-in-chief. Sirgado will oversee editorial content for the Hola! USA brand.12th Dec 2017 Industry News
Haymarket Media Group CEO Kevin Costello has today named Issie Peate as the new director of its award-winning content marketing agency, Haymarket Network.8th Dec 2017 Industry News
WoodWing Software introduces Aurora, the latest update to Enterprise – the software provider’s multichannel publishing solution.6th Dec 2017 Industry News
It has been a key tech buzzword for several years now, but many people are still confused about Blockchain and what exactly it is. In spite of this Blockchain is also beginning to impact on the media, with some companies starting to experiment with the technology to run advertising, micro payments and verification systems.4th Dec 2017 Features
Philipp Schmidt is the chief transformation officer for Prisma Media in France. Here, he talks us through some of the key challenges associated with updating traditional media brands, and now that the industry migration from print to digital has largely been made, looks at the next set of digital changes facing media.4th Dec 2017 Features
“I think you’re seeing a move-back to print; a move-back to the appreciation that print is restorative; it’s actually information that you take in. We know that there was a connection between the tactile, taking in of information… so, the touching of print and the absorption of information. And I feel very confident that print will continue to evolve and remain relevant.” - Joanna Coles8th Dec 2017 Features
While many potentially disruptive trends are not dominant or even easy to recognise, publishers must be ready to identify and experiment with them, warns Josh Macht, executive vice president and group publisher at the Harvard Business Review in the US.7th Dec 2017 Features
Creating content is the top goal for marketing pros around the world. According to figures compiled by communications and marketing agency Cognito, 61 per cent of the 165 marketing leaders they interviewed for a survey named creating content as the area where more of their marketing budget will be invested in 2018.4th Dec 2017 Insight News
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