B2B Memes

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Rethinking the Role of “Advertisers”

B2B Memes

Writing last week for the Nieman Journalism Lab , Ken Doctor analyzed “ The newsonomics of the Quartz business launch. In identifying the key aspects and implications of the business news startup from Atlantic Media , Doctor touched on a number of key points for any business-oriented publication.

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Rethinking the Role of “Advertisers”

B2B Memes

Writing last week for the Nieman Journalism Lab , Ken Doctor analyzed “ The newsonomics of the Quartz business launch. In identifying the key aspects and implications of the business news startup from Atlantic Media , Doctor touched on a number of key points for any business-oriented publication.

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Editorial Wall, or Prison Wall?

B2B Memes

Does being involved in the business side of a media enterprise mean being involved in sales? In a speech last June , he argued that editors should get involved in all sides of a business, even if that meant selling advertising. Realistically, the average editor is probably the last person you would want to sell advertising.

Ethics 100
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It’s Time to Embrace Editorial as a Profit Center

B2B Memes

Too many executives accept this distinction as the smart way to protect their business. Commercial, for-profit publishing is really a process of generating one form of currency—attention—and converting it into another—money—via advertising or subscriptions. In fact, it is a recipe for publishing’s demise. They’re pretty good at that.

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Can Content Save Publishers? Only If They Wake Up

B2B Memes

Though at first it might seem odd to say that businesses built on content don’t value it, she has a point. As she explains, pure content businesses like magazines are just one of three types of media options for advertisers. But now that advertisers no longer need publishers for distribution, what’s left to offer them?

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Lewis DVorkin: Content Marketing or Advertorial?

B2B Memes

But whenever he explains AdVoice, the Forbes approach to mixing editorial contributions from advertisers with more traditional editorial, I start feeling queasy. Where I get uneasy with content marketing, though, is when it starts to look more like advertising. But is transparency an adequate defense? FORBES certainly has a voice.

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Lewis DVorkin: Content Marketing or Advertorial?

B2B Memes

But whenever he explains AdVoice, the Forbes approach to mixing editorial contributions from advertisers with more traditional editorial, I start feeling queasy. Where I get uneasy with content marketing, though, is when it starts to look more like advertising. But is transparency an adequate defense? FORBES certainly has a voice.