Email is to publishers as Renee Zelwegger is to Tom Cruise. My byline in Talking New Media explores the many ways that email is core to how publishers do business.
My byline in MarTech advisor on personalization of content (pay) walls. This is effectively personalization of the business model to your audience segments. You think that first time visitor from Facebook is going to convert on your paywall? Nope, but you can expect much higher conversion rates by offering them something lower hurdle, like a 7 day guest pass in exchange for their email address.
Apple is blocking/deleting 3rd party cookies for Safari users in some situations. This hurts advertisers since their targeted (and especially retargeted) ads are less effective. But in particular, it hurts the ad tech providers that act as the middle men between advertisers and publishers – their entire value proposition is based on the ability to track and target consumers across the Internet.
I was quoted in this article on Axios:
This could be a good thing for publishers if it motivates advertisers to buy ad inventory directly, which is far more lucrative to publishers than programmatic. It could also force ad tech providers to pass through more of the revenue to publishers, since they are providing less of the value realized by advertisers.
How publishers can adapt when the rug is pulled from under the business model. My article in EContent Magazine:
In this guest post on Talking New Media, I explain how publishers can use paywalls (content walls) and email capture to extract exponentially more value out of social traffic.
My byline on iMediaConnection about the revenue benefits of increasing the number of subscriptions, on top of getting new subscribers. Or said another way, drive your engaged audience to subscribe to more than one newsletters. The more subscriptions you have (per subscriber) the more revenue you generate at all levels of the monetization funnel. Give your subscribers multiple, category-based newsletters to choose from, and cross promote. A corollary to this is that having one (personalized) newsletter to “rule them all” is bad for business. It may sound glib, but the more email you send, the more revenue you generate.
My featured article in Convince & Convert about why email is qualitatively better as a content distribution channel: