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Andrew Boer

Member since November 2006 Contact Andrew

Meet Andrew at MediaPost Events

  • Andrew is attending OMMA Global at Advertising Week, September 26, 2011
    New York Marriott Marquis
  • Andrew attended OMMA Audience Buying, February 26, 2009
    New York Marriott Marquis

Articles by Andrew All articles by Andrew

  • Put Down The Microphone: A Case for Resonance, Not Shouting in Content Marketing Insider on 06/06/2014

    Amplification works two ways: It magnifies your talent; it magnifies your flaws. The volume of "American Idol" hopefuls every year proves the seductive ease of amplification: Many are willing to be "not good" if promised a reach of millions. A quick review of most branded content on amplification networks reinforces this as the current state of content marketing, where loud seems better than good. The amplification of content, even when it might turn out to be counterproductive for the marketer, is a much easier spending decision than spending on quality. After all, it seems to answer the core question of content marketers: How do I build and attract an audience? But there is an alternative to amplification: resonance.

  • We All Owe Federated Media Debt Of Gratitude in Content Marketing Insider on 02/04/2014

    Last week Federated Media split its legacy content marketing business from its programmatic, ad-buying business, which is now called sovrn. Whether this move spells an end for Federated Media or whether the content marketing arm will bloom again at LIN Media is unclear. But surely it marks the end of an era, so I thought we could reflect on the intellectual legacy that Federated Media left behind.

  • The Rise Of The Content Amplification Agency in Content Marketing Insider on 01/10/2014

    History sometimes repeats itself. So those with longer memories may start to see parallels between the rapidly growing content amplification space, led by content marketing distribution platforms like Outbrain and Taboola, and the rise of the search engine marketing industry in the early 2000's. Will the CAA (content amplification agency) be the new SEM agency?

  • Paradise Lost: The Three Great Sins Of Online Publishing in Online Publishing Insider on 02/24/2012

    By my count, there have been only three great sins by online publishers.The original sin occurred at online publishing's genesis in the HotWired offices almost two decades ago: the concept of the banner ad.

  • Performance-Based Pay For Content Has Gone Mainstream -- Which Is Probably Good For Authors in Online Publishing Insider on 01/27/2012

    This week Forbes magazine again touted its success with the business model it calls Entrepreneurial Journalism, without so much as a titter (or a twitter) from the media. Forbes' journalism model, pioneered (then dropped, then readopted) by Nick Denton at Gawker Media, was very recently considered a controversial and even a heretical approach for journalists. The value proposition, however, is deceptively simple and makes sense: Pay writers bonuses based on the audiences they can attract.

  • Leaving Adton Abbey  in Online Publishing Insider on 01/13/2012

    A dispatch from a once gilded abbey, now in a state of disrepair: My Dearest Publisher, Over the past couple of decades, we have weathered wave upon wave of challenges -- and, frankly put, it shows. Our carefully built walls of distribution have all been washed away by Search, and we can easily see the tides of Social building on the horizon. A few of us hold out a distant hope for tablets, but in my heart I fear these walls may never be rebuilt.

Comments by Andrew All comments by Andrew

  • General Mills To Remove Artificial Ingredients From All Cereals by Karlene Lukovitz (Marketing Daily on 06/22/2015)

    The cold cereal category has seen a long slide in sales as consumers have shifted to yogurts and other protein-heavy options (despite the cereal industry's attempts to make consumers aware that with milk, cereal offers as much or more protein as other options).  The "consumer preference for high protein" is a straw man from Gen Mills PR. Cereal is declining because of concern around obesity and the cumulative adverse effects of sugar and carbs.  

  • The Risks Of Promoting Popular Content by Paolo Gaudiano (Online Publishing Insider on 11/26/2014)

    This was a great piece Paolo -- refreshing to see OPI taking on some topics on the editorial side (rather than ad sales) side of the house.

  • What David Letterman Means To Me by Larry Dobrow (Video Critique on 05/01/2015)

    Great piece.  And RIP Teri Garr.

  • Coca-Cola Tries Again To Position Itself As Health Food by J. Max Robins (Content Marketing Insider on 05/01/2015)

    Let me channel my inner Don Draper and argue the other side...Content marketing is bringing out the hypocrisy police in journalists like never before. Why? Because content marketing threatens traditional publishing.  Brands are now essentially competing directly with Publishers for audiences.   Can Coke buy an ad page in Parent magazine and support it -- journalists would be happy with that.  But can Coke (or Red Bull, or Starbucks) create health focused content themselves, set the agenda, and capture the data themselves-- well that seems to cross a line somewhere. That is the traditional role of Publishers. I concede that Coca Cola's titular product is a deeply unhealthy beverage. They have a serious image problem. Fit Family Challenge may well be a bridge too far for them -- and could backfire.At the same time, content marketing is now going mainstream. I reject that we should *automatically* conflate the products and policies of a corporate backer with the content itself. Exhibit A: The Christian Science Monitor is a hundred year old content marketing campaign funded by a church founded on faith healing and anti-medicine beliefs.  These are dangerous-- so why does the CSM get a pass? We regularly award it Pulitzers, and even consider it a respected pillar of journalism.Because the CSM has a reputation for telling the truth with their content. That is what actually matters. You want to play gotcha with Coke? Show me how Fit Family is actually promoting drinking sugary soda, because then it is NOT telling the truth. If Fit Family is encouraging people to exercise, or drink AquaFina or make healthier choices within the Coca Cola brand umbrella, then I reject your gotcha.  Yes it may be a cynical move and undoubtedly there is hypocrisy, but if branded content is going to exist, if we are going to get our news from Starbucks and Morning Joe, then we have to evaluate it on its own merits.  Is it good, and is it truthful?

  • Have Publishers Lost Their Minds With Outbrain? by Ari Rosenberg (Online Publishing Insider on 04/21/2015)

    I think Dana is on the right track.To suggest that publishers are using Outbrain to generically "buy traffic" the  way they did in the aughties is oversimplified -- few Publishers can arbitrage a $.10 click into a $100+ RPM visit. So something else is going on....Probably one of three things in order of likelihood.1) Publishers are using Outbrain and content amplification to boost their highest revenue pages: ie. their native advertising campaigns.2) A general barter arrangement, where Publishers are getting traffic as well as revenue in exchange for distribution of the Outbrain widget or   3) A story is on fire and the Publisher want to get as broad distribution for it as possible.

  • Google AdWords Integration Identifies When Paid Search Triggers Offline Sale by Laurie Sullivan (Search Marketing Daily on 04/01/2015)

    Retail stores can retarget me online with keywords based on what I buy in the real world? Without me opting into a loyalty program? With what? My credit card information? Is this an opaque April Fools joke?

  • The Rise of Native Ad Exchanges by Lon Otremba (Native Insider on 02/11/2015)

    Interesting. I think there are two ways to define native. One is that native is that which is inherently bespoke or custom: ie. not programmatic. Thus the idea of native programmatic strikes people (like me) as an oxymoron. But native has also become a big tent agglomeration of various concepts, including in-feed advertisements/sponsorships on social networks (ie Facebook sponsored posts), content amplification (ie. Outbrain) and advertorial (ie Forbes BrandVoice). Elements of these will be programmatic. But then are they truly native? If I can have an advertorial from Forbes show up on the WSJ and feel native to the WSJ, is it truly a native ad of the WSJ? Yes the design and format might seem native, but will the content? Maybe not.

  • Owned, Earned And Native Have Arrived -- Have You? by Dan Rubin (Native Insider on 01/28/2015)

    Your premise here, which I agree with, depends on a narrow definition of Native. You are essentially claiming that Native (ie Paid Facebook, Twitter, Outbrain, etc.) is Content Amplification. But "Native" has a secondary meaning -- advertorial content that is created (and owned) by Publishers on behalf of brands. And that model is still far from perfect.

  • Farewell, Search Insider -- It's Been Fun! by Gord Hotchkiss (Search Insider on 01/07/2015)

    Gord, I have been enjoying your columns for nearly a decade...and for some weird reason I thought you had already written a farewell column. I just realized I was confusing that with Aaron Goldman. You guys were both great...sorry to see you go.

  • Tip For Career Day: Stay Home by Bob Garfield (Garfield at Large on 12/07/2014)

    Lets say I read an article about a Tesla in the New York Times. In the print days, I would get served a car ad. But maybe I am just interested in Teslas, or technology, or investing. But if I also visit Edmunds.com and CarFax and ebay autos, and tesla.com, I start to look like a potential Tesla buyer. If I am Tesla, I want to bid MUCH more to retarget a user who went to all of those sites, than merely one of them. So my strategy might be to run ads across those sites *even if they aren't seen* so that I can check off my boxes, and ultimately bid, say $20 CPM instead of $2 CPM, for the ad unit that *will* be seen. That doesn't mean I know any thing about the user aside from an anonymous profile. You have a point of course, but at the end of the day, if ads didn't work at all, there would be no market for them. PS. Comments are much better/readable now!

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