Published Articles

Subscribers vs. Subscriptions

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.

Forget Subscribers: It’s All About Subscriptions

PERSONALIZATION DOESN’T SOLVE THE REAL PROBLEM

1-to-1 personalization was nearing the end of the marketing hype cycle, when it suddenly morphed into something-something Artificial Intelligence. Regardless of how it is actually implemented, personalization is not the solution to publishing industry’s main problems: how to counter decreasing advertising CPMs and how to take back control of their audience from the platforms. At best, personalization can increase engagement of already engaged subscribers. As a solution, it’s got more in common with the “show more ads on the page” strategy for increasing revenue than it does with something that can actually change the course of publisher business models.

I expand on this in my contributor post at the Association of National Advertisers: The Truth Behind Personalization: Why It Doesn’t Solve Publishers’ Biggest Problem

HOW PROGRAMMATIC HAS HURT PUBLISHERS

This is a byline I wrote for PerformanceIN. While PerformanceIn is an advertiser focused publication, publishers are a critical part of the ecosystem so their woes should be of concern to advertisers.

The gold rush to programmatic created a digital “tragedy of the commons,” with too many publishers providing too much inventory supply, and CPMs began to plummet. This might sound like a good thing for advertisers – after all publisher revenues are advertiser costs. But publishers are supplementing their falling revenue simply by placing more ads. This hurts the reader experience, erodes trust, and reduces ad performance due to systemic “ad blindness.”

How Programmatic Has Hurt Publishers and Why Advertisers Should Care