Publishers of all stripes are eyeing up commerce as an alternative to ads. BuzzFeed is taking a typical experimental approach with BuzzFeed Product Labs, throwing things against a wall, checking the data, trying again. "We're basically leaving no strategy untested," said Ben Kaufman, BuzzFeed Product Lab's head.
On this week's Digiday Podcast, Axios CEO Jim VandeHei weighs in on the limits of scale: "All of us know how to get the most clicks. And because so many people did that, they cheapened their brand, content and audience."
In our latest Confession, a media consultant spills the beans on why publishers are in dire shape. This consultant sees an unwillingness to change fast enough. "They made their business for so long where distribution was a cornered or relatively closed market."
Management consultancies are coming after agency business. One area they're targeting: programmatic advertising.
Cord cutting isn't going away. ESPN is changing how it works with a new multi-platform project, "We The Fans," that brings together the far reaches of the empire for a new series meant to straddle not just sports and society, but all platforms.
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