'Views can happen by accident': Publishers are thinking more about watch time -- and YouTube, Gwyneth Paltrow on building a lifestyle media brand: 'It has to mean something', 'Don't take away our 15s': Advertisers scramble to meet the platforms' new formats, My Email Subject
| "Herding cats is easier": Newspaper trade association News Media Alliance is leading an effort to negotiate with the duopoly for better terms around data, ad revenue and subscription offerings. But those in the industry have their doubts about the initiative. YouTube prioritizes watch time when promoting and recommending videos on its platform. Publishers are thinking more about the metric as they expand into longer-form content and Facebook starts prioritizing longer videos. In the latest issue of Digiday magazine, Gwyneth Paltrow shares what she's learned from Goop and reveals why the brand is launching a quarterly magazine. Subscribe to Digiday+ to read the interview. "Change in the ad ecosystem takes time." Even in 2017, many advertisers are still focused on the 30-second spot and aren't set up to adapt to the new ad formats Facebook and Google have introduced. The Economist is revamping the comments section on its site with the hope that insightful conversations will occur there. Here's how the publisher is using Quora to do this. Looking for your next career move? Check out the open jobs on Digiday Careers. Anticipating your customer needs at any time. Swooping in with the right message in the right environment. The marketer's dream is finally being realized in a new wave of intelligent customer interactions. Sponsored by IBM. |
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| Lucia Moses The news industry wants to negotiate better terms with Google and Facebook, but it would face big regulatory, business model and leverage hurdles. |
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| Sahil Patel Views matter to video publishers. But so does watch time — which is great news for YouTube. |
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| Jessica Schiffer Paltrow started Goop as a newsletter in 2008 and has since expanded the company to include commerce, product lines and books. |
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| Lucia Moses As platforms roll out new, shorter ad formats, advertisers wedded to the 30- and 15-second ad have to adjust. |
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