It is the era of paid content, sponsored ads and, in some cases, traditional ads moving into prime spots where we usually were looking for editorial content
Take a look at this powerful ad for The Americans, an upcoming TV series. I first turned to nyt.com and was surprised to see the prominently displayed ads for the series: not just the ears around the logo on the site, but also as a one of the two main promo containers at the top, then came the news of the moment.
No way to miss this advertising message, which is repeated at the bottom of the website.
Once you click on the ad position, it takes you directly to the series’ official website.
We are seeing more advertising displayed prominently, and away from the traditional positions, something that many journalists are not too fond of, but which has become a reality of our economic times.
Considering the rapid expansion of paid content/sponsored ads, and how traditional advertising is moving into positions that were not accessible for ads as recently as one year ago, and you can’t deny that harsh economic times for the media industry have presented publishers with challenges that result in a further blending of ads/journalistic content.
Can’t help but notice those Wall Street Journals on a table at the entrance to a SoHo hotel. The red banner ad at the top commands total attention, to the point that the multicolumn photo right below it pales by comparison.
I will be speaking at these three events in the weeks ahead:
My topic will be about the importance of Sponsored Content, with emphasis on the recent launch of the Gulf News‘ REACH by Gulf News project.
Mario García will talk about Visual Storytelling in the Digital Age. He will discuss the state of the media today, with emphasis on how we tell stories visually on mobile devices, the role of print and the importance of email newsletters and sponsored content to find new ways of promoting content and monetizing your operation.
For more information: https://events.wan-ifra.org/events/wan-ifra-middle-east-conference-2017
I will be one of the speakers/panelists in this conference, a full day of interactive analysis of how information and communication technologies—specifically, mobile media—affect Latin American and Caribbean societies. How are mobile media bridging divides? Is that bridge strengthening democracy, social mobility, and economic equality and supporting growth and development? How has innovation changed the newsroom and news media landscape in Latin America and the Caribbean? What is being done to support enhanced journalistic coverage of our hemisphere?
March 29, 9 a.m. EST
The brief: What trends should every publisher embrace in 2017? According to Dr. Mario Garcia, top-of-mind should include digital storytelling, email newsletters, and sponsored content.
“Mario Garcia, world renown storyteller, editorial designer, and digital strategy consultant, will share practical steps news organizations can embrace to offset the disruptive forces rocking the news industry. During this 60-minute webinar, Mario will introduce a concept and then open the floor for a discussion on implementation and best practices sharing stories of those who are realizing success.”
In this webinar, Dr. Garcia will cover how to:
1) Go where your readers are: mobile. How do you create a more visually compelling and interactive experience for your mobile users while facing the challenge of a smaller screen size?
2) Be the source of their news – starting with their inbox every morning. How do you create a personalised, informative, and indispensable newsletter for your audience?
3) Serve your readers with high quality, non-obstructive ads or face ad blockers. How do you organize your newsroom to offer sponsored content while not compromising editorial integrity?
To register, go here:
I will be the keynote speaker for this event, my presentation titled The important role of print in the digital age. This presentation presents a state of the media today, with emphasis on how we tell stories visually on mobile devices, the role of print and the importance of email newsletters and sponsored content to find new ways of promoting content and monetizing your operation.
For more information: http://www.voez.at