This is the weekend edition of TheMarioBlog and will be updated as needed. The next blog post is June 24.
TAKEAWAY: Speaking to a group of advertising managers, CEOs and creative directors today in Johannesburg. The topic: thinking about advertising strategies across platforms as The Citizen readies for launch of a total rethink.
Taking a peek at the new The Citizen as the concept is presented to the advertising community today in Johannesburg (Photo by Constantin Eberle)
Silent ads are a good way to inspire advertisers to go with sponsorship ads
Many take a look at the silent ad, positioned strategically in the midst of where navigator column to other stories is
Just figure the eyeballing effect that this horizontal belt ad may have across two pages
Bookends for one same product advertising, eye movement from left to right, very effective. Works on single pages too.
It is not the first time I am asked to speak to a group of strictly advertising agency CEOs, creative directors, account managers.
This time, as we prepare to launch a total rethink of South Africa’s The Citizen, it is a good opportunity to also incorporate different ways of presenting advertising, not just in print, but on the other platforms as well: smartphone, online and tablet.
The presentation takes place today, as part of a breakfast gathering in Johannesburg and I start my presentation by bringing everyone up to speed in terms of how the media operates today, the importance of storytelling (for advertising too), and how our audience moves from one platform for another, which is why it makes sense to consider sponsorship ads, so that, as users move across platforms within a brand, they also get exposed to the same advertising.
In addition, we will deal with the specific needs of the phone and the tablet when it comes to receiving information.
For tablet ads we can assume that users will be spending more lean back time with their tablets, therefore allowing for more intense storytelling and ads that engage the users. A discussion of advertising suites will follow.
Most importantly, I will remind the ad people that they must play a key role in facilitating the type of creative advertising material that the new platforms demand, the same way that I reminded the Sales team of The Citizen Thursday that they can’t sit and wait for the agencies to provide all the answers, and that a modern ad sales team in a media house assumes a proactive role, creating unique ad opportunities and presenting them to their clients.
As with the rest of what we do, it is a time for serious change and constant innovation.
Advertising is information for the readers, but, more importantly, it is a source of revenue for the media company. Its importance cannot be underestimated. Your advertisers are hungry for new and creative ways of presenting their products.
With the rethinking of The Citizen come new and varied opportunities for advertisers to carry their messages across platforms.
(Courtesy of ACBJ Creative Director Jon Wile)
Pinstripes on the window
And launching today is the new Cincinatti Business Courier, which also employs some innovative advertising strategies, from silent ads to belt ads. We at Garcia Media continue to be involved with “Project Pinstripe”, rethinking of all 40 business weeklies under the American City Business Journals umbrella.
The Cincinnati Business Courier already displays the new Pinstripe logo on its office windows. We will report on the launch early next week in TheMarioBlog.
Last week the Washington Business Journal unveiled its new look. First was the Silicon Valley Business Journal.
Other blog posts about advertising innovation:
Take a second look at what you could do with print ads
https://garciamedia.com/blog/articles/ptake_a_second_look_at_what_you_could_do_with_print_ads_p
With magazine advertising surging, time to get more creative about mobile
https://garciamedia.com/blog/articles/with_magazine_advertising_surging_time_to_get_more_creative_about_mobile_pl
It’s time to do more experimenting with advertising in print
https://garciamedia.com/blog/articles/its_time_to_do_more_experimenting_with_advertising_in_print
Suggested weekend reads
Online news is becoming easier to sell, suggests study
http://www.bbc.co.uk/news/technology-22961025
Highlight:
Consumers are becoming more willing to pay for online news, although most still choose not to, a study suggests.
Digital news is finally starting to pay
http://www.guardian.co.uk/media/media-blog/2013/jun/20/digital-news-paywalls
Highlight:
Workable revenue models are emerging that make the future look brighter for publishers, a new report has found
The New York Times is making ads for the future but where is the present day money?
http://paidcontent.org/2013/06/19/the-new-york-times-is-making-ads-for-the-future-but-where-is-the-present-day-money/
Highlight:
The Idea Lab of the New York Times has cranked out a series of innovative ad products. Here’s some examples — and a look at why the flashy ads haven’t lifted Times’ ad sales out of a rut.