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.
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In a publishing environment where traditional income streams are under extreme pressure, subscriber models and clubs are merging.12th Feb 2018 Features
For magazine media, drones capture aerial images of remote, hard to reach, and otherwise inaccessible areas, conveying perspectives and offering insight in a way boots-on-the-ground journalism can't. They allow magazine media to give audiences a bird's eye view, showing scale, teaching and telling stories in new ways.14th Feb 2018 Features
With a dangerous dependency on third-party platforms, publishers doubled down on the ‘Original Sin’ of free content. Facebook side-lining magazine content is the perfect opportunity to repent.12th Feb 2018 Opinion
Last month, HarpersBazaar.com launched a mini-season of a new video series, “Little Black Book,” which featured celebrity host Miranda Kerr sharing her tips and secrets of wellbeing. The video series is a first for HarpersBazaar.com, giving the brand’s audience a curated, yet intimate experience with celebrities, and giving celebrities a chance to sit in the director’s chair.15th Feb 2018 Features
Content might be king, but context is queen. That could be the essence of research that shows that the perception of advertising and how it is memorised differs depending on the context it is shown in.12th Feb 2018 Insight News
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