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Rich Routman

Member since June 2016Contact Rich

Rich is the President of Minute Media, where he is responsible for all commercial activities and partnerships and for growing the North American operations of 12up. A seasoned digital and sports media executive, he most recently served as Chief Revenue Officer at Perform Media, the world’s largest digital sports content and media group and owner of Sporting News. Prior to that, Rich launched the distribution and monetization business for Silver Chalice Ventures and has previous experience at both early stage start-ups and large organizations such as the NFL.

Articles by Rich All articles by Rich

  • Hyper-Telling Of Sports: The Next Frontier For Immersive Experiences in Online Publishing Insider on 11/17/2016

    Social storytelling has been a buzzword in the digital landscape for some time now. The rise of social has enabled publishers and brands to deliver authentic stories at the speed that social necessitates. But why "tell" stories when, through collaboration, we can actually enable users to participate in real, engaging content that puts them smack in the middle of the story itself?

  • The Fine Line Between Sponsored Content & Advertising in Online Publishing Insider on 10/13/2016

    The rise of sponsored content has been in the news a lot lately, with big brands like Unilever and Goldman Sachs announcing the creation of their own in-house content studios. Marketers understand that the way people interact with advertising has changed, especially in a world where the use of ad-blocking technology continues to rise, and that consumers are more apt to proactively seek out interesting content than to click on irrelevant advertising. Most sponsored content, however, is currently masking pure advertising as editorial or even worse, using editorial, in-stream positioning to deliver off-message advertising. That being said, when done right, contextual, sponsored content and even native content can be the most effective advertising on the page. So how do we maintain the trust of our audience as publishers, but also create new uncharted ground, to deliver un-blockable and relevant, in-feed brand messaging?

  • Publishing Brands & Social Influencers: The Perfect Union in Online Publishing Insider on 09/15/2016

    Publishers, much like marketers, are looking for more precise ways to engage the right audience on their platforms. This has led to a new category of traffic enhancement: the social influencer. The seeding of content through social influencers, when done correctly, is now as scalable as the old-fashioned AOL home page link. This is especially true when targeting the coveted millennial audience.

  • The Social Video Truths in Online Publishing Insider on 08/11/2016

    Progressive publishers know that social video is a crucial part of any cross platform content strategy. That being said, all video is not created equal - especially when it comes to social consumption. A recent study by Trusted Media Brands found that 65% of marketers think social platforms are the most important platforms for video campaigns. So, just as one wouldn't shove a VHS tape into a Blu-Ray player, why are many marketers and publishers still trying to cram commercialized destination video into social?

  • Why Citizen Journalism Works For Sports in Online Publishing Insider on 07/21/2016

    Publishers are realizing the benefits of content produced by citizen journalists -- allowing anyone to become a writer and share their passionate point of view. Here are a few ideas to help publishers tap into this important industry trend and increase engagement with this sought-after millennial audience segment.

  • Is Social Key To Innovating Sports Digital Advertising Experience? in Online Publishing Insider on 06/30/2016

    Advertisers and sponsors clamor to be involved with sports, given the unique opportunity for brands to align themselves with the passion fans feel. The sports industry as a whole has evolved to meet the needs of a growing fan base, and advertisers that are hoping to capture fans' attention, in all aspects except one: The digital advertising side still falls short.

  • Is Programmatic Creating -- Or Killing -- Jobs? in Programmatic Insider on 06/15/2015

    The transition to programmatic, despite moves by companies such as Demand Media in eliminating direct sales, is initially creating more jobs. The fear among the seller marketplace that programmatic would eventually eliminate the need for digital salespeople has not come to fruition (yet!). In fact, the industry has had to get smarter and more structured to handle this growing momentum - and so new jobs are being created throughout the ecosystem.

  • Best Video Strategy: TV Replacement Or TV Amplification? in Video Insider on 04/23/2014

    While some advertisers are now pursuing a video-neutral advertising strategy, in which all video impressions carry similar value, most of the incremental dollars shifting to digital video remain bucketed in either TV replacement or TV amplification. Let's examine the latest research available on each approach to try to draw some conclusions on the most relevant strategy.

  • The Year Of Sports Video in Video Insider on 02/19/2014

    Once every four years, it arrives: the Year of Sports Video. A year when the Super Bowl, World Cup and the Olympics all fall in the first seven months of the year. These tentpole sports video events, while each considered iconic on its own, share the 2014 main stage and may in some cases share budgets, given both timing and resource alignment.

  • How The Unlinking Of Video Rights Will Affect Video Scale in Video Insider on 10/22/2013

    While it's common for content rights-holders, specifically in sports and lifestyle, to link their digital video rights to their broader television negotiations, this linking is having a meaningful impact on the opportunity to unlock scale through premium digital video assets. For years, media properties have been "warehousing" content, as it has always been more beneficial to both their subscription and advertising businesses to provide access only to premier content through the owned and operated channels.

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