• Word-of-Mouth Marketing For--Or Vs.?--Publishers
    At last week's WOMMA Conference in Orlando, 440 people turned out to spend an intense two days learning how word-of-mouth marketing could bring them more customers. Many of the case studies presented focused on elements of online publishing--but few of these examples were provided by the companies normally considered online publishers.
  • Tug Of War
    The goal of a media buyer is to purchase the least possible amount of wasted exposure from a publisher. Definitions aside of what constitutes such wasted exposure, paying for it increases the "cost per something" cells bolded and highlighted on the spreadsheet featured in the post-buy analysis.
  • The Sphere of Influence And The Small Online Publisher
    Despite the hypergrowth of blogging, podcasting, video blogging, photocasting and the other output of small online publishers, the 80/20 rule still holds true for online publisher ad revenues--that 80 percent of the revenues are generated by the top 20 percent of publishers.
  • Open for Business
    When your boss asks, "How was your Christmas?" your answer is not nearly as important as the desired effect this common post-holiday question is meant to produce, which is, "welcome back to the grind, I hope you're ready."
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